powerful copy

7 deadly sins

1. 3…2…1…

2. We…

we… we…

3. So what?

4. What do you

want me to do?

5. confusing

6. apathy

7. trust

writing powerful copy

goalaudienceSPINAIDCA

goal

know, think, do

Cox & cox postcard

Isabella Oliver

whoare you writing to?

audience

problems,needsmotivations…

SPIN

Solutions people can feel in their gut

“You can say the right thing about a product or service. And nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t, nothing will happen.”

William Bernbach, Advertising Guru

The painful exercise!

writing…

aidca

attentioninterestdesireconvictionaction

grab

attention

headlines

announcement

Introducing the UK’s only specialist documentation sector recruitment agency.

Announcing our lowest price yet for…

Announcing the most luxurious linen yet. Save 25% when you buy before 1st August

command

Save £££s every week for the rest of your life! Here’s how…

Invest just one hour of your time discovering how to make your business image work harder for you

state offer

500 full colour business cards for just £49!

Save upto 77% on full colour print

Commission free mortgages throughout August!

personal

You’ve helped them before. Now they need your help again.

You know more about printing than most - so you’ll recognise a great offer when you see one!

You’ve been a valued customer of Laytons Solicitors for over five years…

peer to peer

As a fellow marketing professional myself I know the importance of working with the right partners…

As a fellow HR executive you know how expensive hiring the wrong people proves to be.

As a fellow HR executive I know the impact a slow recruitment campaign will have on your workload.

question

How will you make your business grow faster in 2008?

Would you like recruiting staff to take up less of your time?

human interest

When I was 21, I was diagnosed with breast cancer…

I never had time to think about a pension when I was young. Now, time is all I have…

How often do you feel thirsty? Will you stop for a minute to think about it?

emotion

Start creating marketing that really works…

Communicate the professional image that your business deserves.

Your family deserves to sleep safely, so wake up to a few facts about house fires

identify problem

Sick and tired of wasting time reviewing candidates your recruitment consultancy

should never have sent you?

Is your business image letting you down?

benefit

Your marketing could be working much, much harder for you. Here’s how…

Would you like to add £160,000+ to your annual turnover? You could be. Here’s how…

Get much more advertising out of your marketing budget.

irrefutable logic

The more people who know about your business - the more business you will get. Yellow Pages - let’s tell the world you’re here!

“When advertising is a numbers game, it often adds up to nothing.”WebCast - just pay for what you get

let them in on something…

You’re one of the very first to know…

Exclusive offer for Account Customers only

Special preview - for existing customers only

Shhhh, it’s our little secret…

reasons why

Three reasons why your competitors choose Documentation People as their recruitment agency of choice

Three ways that you can make an immediate difference to a child’s life…

Three ways that you can take action and feel in control of your grief…

Manipulate the

emphasis

powerful angles

interest…

generate

interest

what do they need to know?

pain triggers

why do they care?

desire…

create desire

do I really want or need this?

impact of not having?

prove the benefits to me

conviction…

build

conviction

guarantee

“a great guide to doing exhibitions - it does what it says on

the tin!” Margaret MacMillan

testimonial

The power of testimonials

action…

call to action

what’s the rush?

ask for the order

powerful copy…

is focused on the customer

is painful

Starts by thinking about the action

support…

2 weeks email support

If you found this useful…

Exhibit! How to use exhibitions to grow your business

18th Marchwww.marvellousworkshops.co.uk

Fiona Humberstone runs printing.com in

Guildford which helps companies win more business from their brand and marketing communications.

Fiona is the author of the forthcoming

book: Exhibit Profitably and runs regular

workshops and events around the

South East. If you’d like to book Fiona

for a one to one consultation or to speak

at your company or group please email

fiona.humberstone@printing.com

www.guildfordprinting.com