Discovery final
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Transcript of Discovery final
![Page 1: Discovery final](https://reader034.fdocuments.us/reader034/viewer/2022051609/547b97eab4af9faa158b4ef5/html5/thumbnails/1.jpg)
PowerWords How copywriters change
hearts and minds… With words!
![Page 2: Discovery final](https://reader034.fdocuments.us/reader034/viewer/2022051609/547b97eab4af9faa158b4ef5/html5/thumbnails/2.jpg)
Which is the “Mightier” Weapon?
Sword Pen
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Why Would Someone BAN A BOOK?
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Words can be destructive... AND…
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Words can spark ideas, experimentation, delight, invention, kindness and love.
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Words can also make you money. (ka-ching!)
I am a copywriter.
¡ I help businesses self stuff.
¡ I promote ideas.
¡ I teach.
¡ I help people decide.
¡ I remind people what is important…to them.
¡ I stop people from doing one thing, and encourage them to do another.
¡ I have fun…AND I take my job very seriously…
because WORDS HAVE POWER.
![Page 7: Discovery final](https://reader034.fdocuments.us/reader034/viewer/2022051609/547b97eab4af9faa158b4ef5/html5/thumbnails/7.jpg)
Web Pages, Press Releases, Ads, Articles, Tweets, Blog Posts,
Sales Letters, Email, etc.
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People make decisions with
emotion.
Is the man in the
foreground scared?
OR…
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Is the man in the foreground… • Terrified • Petrified • Frightened • Scared for his life • Panic Stricken • Panic Struck • Thrown into a state of intense fear • Unbelievably freaked out, man!
• Desperate to flee the scene
Is he thinking…. • “Crap! I shouldn’t have parked
there!” • “I want my mommy!” • “Wish I had muscles like that guy.” • “Hope there’s no one in that car!”
• “I wonder if Target carries red capes.”
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They justify their decisions with LOGIC.
Justify and support what your reader already wants to do.
Use
• Numbers
• Data
• Past experience
• Explanations
• Professional critiques and referrals
• Percentages
• Facts and Figures
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A Frozen Yogurt Smoothie: YES!
I want it because…
It’s a smart choice because…
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Sometimes, Copywriters know a little about a lot of different things! As a copywriter, you will:
1. Learn about your client’s business.
2. Research what her customers want and need.
3. Know how they benefit by buying your client’s products or services…and write about that.
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Copywriters must make choices… • Some jobs you will love; they reflect what you already “get.” • Some jobs are fun and interesting; you learn about human nature, preferences and
new technology or ideas. • Some jobs you should not take on…simply because you disagree with the employer
or the product. And that’s OK…
Because Words have Power.
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This is a great time to be alive. You can access and share words with
the WHOLE WORLD on the Internet.