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Transcript of Creative Masterclass
![Page 1: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/1.jpg)
Creative Masterclass
October 14
Herschell Gordon
Lewis
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Exploit the
21st century difference:
1. Increasing informality
2. Increasingly emphatic
persuasion
3. Inclusion of validation
4. Promise of fast action
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The Internet is primarily
responsible for all four trends.
They apply to both email and
Website copy and have bled
over to all media.
NOTE: The dynamics of email
and Web site differ because
email arrives unannounced and
Website copy usually is the
result of a search mechanism.
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The edge direct has over
other mass media is the
edge actionhas over
branding.
That means:
Recall is a weak
substitute for a
transactional response.
![Page 6: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/6.jpg)
Example of recall –
Ten minutes after listing, test
subjects were asked to recall
these possible automobile names:
Tiger
Presto
Xecrovtu
Holiday
Sunlight
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No surprise…
By a huge margin, the
one most recalled was:
XecrovtuWhy?
And so what? Is “recall”
parallel to “salesworthy”?
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Why people are skeptical of online
marketing: This is the “come-on.”
Click on “Get Your Sample” and…
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An indication of the hypocrisy behind a
Facebook “Like” … Let‟s look closer:
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How sincere will your
“Like” be?
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If you take nothing else
away from this session,
remember this:
Imperative
outpulls
declarative.
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Careful –
The amount of
perceived
imperative alters
receptivity:
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Combination of “official”
notice and threatening tone
![Page 14: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/14.jpg)
How do you transmit
an imperative?
“Let‟s”
leads convivially…
“You should”
shows authority…
“You must”
can generate
resentment…
all for the same directive.
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SUGGESTION:
Instead of
You must…
use
You have to…
(Why?)
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Don‟t fall in love with
the current buzz-term,
BIG DATA.
In a marketing
situation, analysis
cannot compete with
salesmanship.
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It isn‟t the data that
delivers consumer
satisfaction; it‟s the
professional application
of data.
That‟s why “Creative” is
still an operative term.
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Prospective buyers
always will
interpret an
unclear statement
in a way that‟s
most beneficial to
themselves.
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That is why The
Clarity
Commandment is
more significant
now than ever
before in
marketing history.
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The Clarity Commandment:
When you choose words and
phrases for
force-communication, clarity
is paramount.
Don‟t let any other
component of the
communications mix
interfere with it.
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A simple litmus test:
If the typical reader or
online message-recipient
can‟t determine what
you‟re pitching…
within ten seconds…
you‟ve violated The
Clarity Commandment.
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Face of jumbo postcard:
What were they selling?
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Address side:
What were they selling?
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What might the Rotary Club have
said in a half-page ad in its magazine
that would add clarity and response?
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Ad for an
accounting
company,
aimed at
non-profits.
Is this the
optimal
headline?
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One pulled almost 20% better than
the other. Which one? And why?
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What
makes
this
an
effective
message
?
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An uncomfortable,
useless,
but too-common
development as
marketers become more
and more desperate for
attention:
The “Huh?” Factor
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Huh?
![Page 30: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/30.jpg)
(Full
page ad)
In ten
seconds:
What is
it?
![Page 31: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/31.jpg)
(Full
page ad)
In ten
seconds:
What is
it?
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Would
you hire
the writer
and art
director
who
“created”
this
b-to-b ad?
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IBM ad
in
Business
Week –
a classic
“Huh?”
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Suppose you
read the
heading and
the first
sentence of
text. What
would you
conclude
this
company
does?
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(Ad in
Business
Week)
OK, what
do they
do?
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Huh? This envelope held nothing
but paper, so the instruction
must have been aimed at me
personally. I‟ll show „em.
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Why is it that so
many ads in
marketing media are aimed at people in
the marketer‟s office, not at possible business targets?
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Is there a reason for misspellings?
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When your
target‟s first
reaction is
“Huh?” you
should know
your
message is
less than
professional.
![Page 40: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/40.jpg)
Repeat:
When your
target‟s first
reaction is
“Huh?” you
should know
your
message is
less than
professional.
![Page 41: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/41.jpg)
Repeat:
When your
target‟s first
reaction is
“Huh?” you
should know
your
message is
less than
professional.
![Page 42: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/42.jpg)
Who
decided to
match the
picture
with the
text?
(What
might you
have used?
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OK,
what
is
she
selling?
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This
might
have
been
your
137th
guess.
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A message aimed at a
mobile audience demands
three elements or it
loses:
1. absolute clarity
2. ease of response
3. undeniable relevance
WANT TO LOSE?
OMIT ONE OF THOSE.
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What a
deal: Call
China for
about
$12.00.
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Can you
believe
this
ancient
scam still
exists?
(Sent as a
fax)
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Ugh.
Sixty
years
out of
date.
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John Caples (or at least, his
masterpiece) lives.
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The original, written in 1926…still much imitated today:•They grinned when the waiter spoke to me in French•They laughed when I told them how I beat stress•They laughed when I said I‟d lose weightHundreds of others
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Paralleling:Associating a familiar story or
an episode or an equivalence
with your offer:
“Just as
[that]
makes [or made] sense,
[this]
makes sense [for you now].”
![Page 52: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/52.jpg)
An
attempted
parallel in
Entrepreur
magazine.
Does it
succeed in
generating
general
interest?
![Page 53: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/53.jpg)
The word-
parallel
emphasizes
the point
His good fortune…
is your good
FORTUNE!
![Page 54: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/54.jpg)
Too much advertising
mis-uses…
“The
Genie
Wish”
![Page 55: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/55.jpg)
The Genie Wish:
Stating a wished
circumstance the
reader could
misinterpret to his/her
advantage…
and your disadvantage.
Example:
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Example:
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You write:
What is the one
thing you want
most?
That‟s a mis-used
“Genie Wish” headline.
![Page 59: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/59.jpg)
“What is the one thing you want most?”
opens the door to disappointment. Instead:
“Is this the one thing you want most?”
Still not optimal. The professional would avoid
“The Genie Wish”:
“You want it. No problem: Here it is.”
![Page 60: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/60.jpg)
Face of a
provocative envelope.
Flip it over and…
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Provocation realized:
Did the copywriter and
layout artist ever meet?
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Both “Free” and “Pre-Paid”?
Irresistible. Heat up the oven!
![Page 63: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/63.jpg)
The telling difference
between semi-effective
copy and effective copy:
Specifics outpull
generalizations.
![Page 64: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/64.jpg)
This
marketer
knows:
Find a
specific
benefit for
yourself
and ride it
hard.
![Page 65: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/65.jpg)
Opinion,
please:
In what
ways is
this too
much?
In what
ways too
little?
![Page 66: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/66.jpg)
Choice of words:
•You will be among the first
to…
•You will be one of the first
to…
![Page 67: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/67.jpg)
Why is
amonga weakener?
Psychologically, it
automatically kills
exclusivity.
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Choice of words:
•You will learn how to…
•You will discover how to…
Suggestion:
Eliminate learn and earn
from your selling
vocabulary
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Why are learn and earnweakeners?
1. Because they suggest the
sender of the message is
superior to the recipient.
(The recipient should be in
apparent command.)
2. Because they imply
a two-step conversion.
(One-step outpulls two-step.)
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Two points here:
1) The word
“Learn” adds
nothing and may
even reduce
response.
(How about “Why
not save money by
switching…”?)
2) Specifics
outpull
generalities (note
last bullet).
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Avoid these words in
force-communication
messages:
• quality
• service
• value
• needs (as
noun)
•“Remember,”
• What‟s more
• …means business
•When it comes to…
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YOUR hand is
on the
trigger.
Don‟t fire
blanks.
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Did they need a professional
copywriter for this heading?
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The
catechism
(Follow these five steps
religiously and you‟ll
be hypercompetitive.)
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The rule is easy.
The rule is obvious:
1.Make a
clear offer.
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Top line comes on first. Then rest of
image. Click on “Play Video” and…
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Solid offer holds while video
plays: Goes directly for order.
![Page 78: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/78.jpg)
Always …
ALWAYS…send yourself a
sample message, to
be sure recipients
are getting what
you‟re transmitting.
![Page 79: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/79.jpg)
The rule is easy.
The rule is obvious:
2. Make your
offer fast.
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What is
wrong with this –just the first
bits of 1417 words
?
![Page 81: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/81.jpg)
This is how it ends…
diarrhea of the finger-tips.
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Why would anyone bother
downloading, from this flat email?
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Page one of two-page download: Where is a
motivator, a grabber?
An absolute:An
unsolicited email
demands a FAST
motivator.
![Page 84: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/84.jpg)
The proper way to make a fast offer
Subject: Take the Americash 4500 best mortgage rate challenge
![Page 85: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/85.jpg)
The rule is easy.
The rule is obvious:
3. Make your
offer timely.
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The rule is easy.
The rule is obvious:
4. Make your
offer unique to
you.
![Page 87: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/87.jpg)
Subscription
renewal
offer…
Note point 1
–
“The lowest
rate
available”
![Page 88: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/88.jpg)
Note the
quoted
rate for
The New
Yorker:
$49.99
![Page 89: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/89.jpg)
Included in the same mailing…
Note New Yorker rate: $39.95
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The rule is easy.
The rule is obvious:
5. Make your
offer relevant to
the recipient.
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Evolution of e-mail: Buddy-to-buddy
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In e-mail, time is NOT on
your side.
Grab the target.
Shake the target.
Right now.
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Email is the only medium in
which the approach
“It‟s important to me
so it‟s important to you”
is a valid marketing ploy…
but only if properly used.
Why?Because email is the ultimate
one-to-one, arm-around-the-
shoulder medium. Rapport is
the key to response and to
fewer opt-outs.
![Page 94: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/94.jpg)
So
in an email message,
“I”is infinitely superior
to
“We.”
![Page 95: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/95.jpg)
Simple and
logical way
to convert
a negative
to a
positive:
one-to-one
![Page 96: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/96.jpg)
The Web is price-driven.
We can predict wildness:
The addition of daily deal
vouchers and aggregators
to the marketing mix
already affects the future
plans of social media.
![Page 97: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/97.jpg)
WARNING:
Your first-time
Web visitor
has the
attention-span
of a gnat.
![Page 98: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/98.jpg)
Logic suggests testing:
![Page 99: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/99.jpg)
WARNING:
Responders disappear at
checkout.
Study conducted by Kefta Inc.,
San Francisco technology and
service provider: Between half
and 90% of orders placed in a
shopping cart are abandoned
before checkout.
![Page 100: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/100.jpg)
How about
“social media”
?
Are they…
or will they be…
major marketing
factors?
![Page 101: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/101.jpg)
Pro:
1. Social
media are
one-to-one.
2. Customers
become
direct
salespeople.
Con:
1. Marketer
loses
control.
2. Phony
pitch
becomes
obvious.
![Page 102: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/102.jpg)
Do you see the marketing
point this satire makes?
![Page 103: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/103.jpg)
E-mail and social similarities and
differences
• “This is for you.”
• Demands fast action.
• Supposedly unique
discount.
• One-way
communication.
• Generally targeted.
• “We love you.”
• “I know who you
are.”
SOCIAL
• “Hi, there.”
• Reward for reply.
• Incentive matches
the vendor.
• Two-way
communication.
• Hyper-targeted.
• “Prove you love me.”
• “I know who you
are.”
![Page 104: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/104.jpg)
Do you accept or reject this
advice from
“Socialmedia Today”?
The best time to post on
Facebook is between 10 am
and 4 pm
Monday through Thursday…
between 1 pm and 3 pm
Monday through Thursday.
![Page 105: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/105.jpg)
Do you accept or reject this
advice from
“Socialmedia Today”?
The worst time to post on
Facebook is between
8 pm and 8 amweekdays…
between 8 pm and 9 am
weekdays.
![Page 106: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/106.jpg)
If you plan to use
Facebook or MySpace or
Twitter or Pinterest as a
marketing tool…
please, please, please:
Test.(Best test: as both vendor
and as potential
consumer.)
![Page 107: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/107.jpg)
What is the significance of
this, at online checkout?
![Page 108: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/108.jpg)
This was a year ago…
blink and ratios change
![Page 109: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/109.jpg)
Suggestion:Use Twitter for lead
generation, not for actual
offers…
and have super-clear
materials as quick follow-
ups.
![Page 110: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/110.jpg)
From “Net Applications”
two years ago: Valid now?
![Page 111: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/111.jpg)
Example
of the
two-
edged
social
media
sword
![Page 112: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/112.jpg)
“Social” are new media.
The rules are still
forming. Always analyze
your results, and you‟ll
generate a constant flow
of rules you can use…
profitably.
![Page 113: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/113.jpg)
A dozen implicitly weak
words and phrases:
• administration
• approximately
• define
• earn
• facilitate
• features
• formulate
• indeed
• needs (as noun)
• product
• respond
• work
![Page 114: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/114.jpg)
A dozen words and
phrases with power
• free
• free gift
• limited time
• right now
• surprise
• hot
• not sold in stores
• first time offered
• good only until [DATE]
• Don‟t miss out
• I‟ll look for your order
• Try it at our risk
![Page 115: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/115.jpg)
![Page 116: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/116.jpg)
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Questions??????????????????????????
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![Page 117: Creative Masterclass](https://reader033.fdocuments.us/reader033/viewer/2022052316/5595ac751a28ab80678b482e/html5/thumbnails/117.jpg)