MARKETING & COPYWRITING WEBINAR WHAT IS IS M MARKETIN ING? - - PowerPoint PPT Presentation

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MARKETING & COPYWRITING WEBINAR WHAT IS IS M MARKETIN ING? - - PowerPoint PPT Presentation

Feb 10, 2023 221 likes •1.08k views

MARKETING & COPYWRITING WEBINAR WHAT IS IS M MARKETIN ING? G? Marketing ng Is Is E Everyt ythi hing ng & & E Everyt ythi hing ng Is Is M Marketing ng Newsletter Emails Letters Texts - Facebook Ads

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MARKETING & COPYWRITING WEBINAR

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WHAT IS IS M MARKETIN ING? G?

■ Marketing ng Is Is E Everyt ythi hing ng & & E Everyt ythi hing ng Is Is M Marketing ng ■ Newsletter – Emails – Letters – Texts - Facebook Ads ■ Website – Book – Postcards – Flyers – Posters – ■ Print Adverts – Google Ads – etc.

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The Common Thread is…

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Wha hat Is Is C Copyw ywriting ng?

■ “Copywriting is the act of writing text for the purpose of advertising or other forms of marketing.” ■ “The product, called copy, is written content that aims to persuade a person to take a particular action.” ■ Salesmanship in print

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Why S y Sho hould ld Y You W Want nt T To M Master T Thi his?

■ Copywriting is the key to effective implementation of your marketing

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As T The he P Practice O Owne ner T The he M Most Im Important nt J Jobs Y You H Have A Are: :

■ You have to do things every month to get new clients ■ You have to do things every month to keep clients

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Optical S l Success A Academy H y Has Solu lutions ns F For Y You!

■ Tools to help you implement marketing faster ■ A plan for being more prolific in your marketing ■ An organized marketing calender for 2020 ■ Formulas, templates, checklists to supercharge your marketing

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FORMULA

■ Attention – Interest – Desire – Action

■ E.g. Client Appreciation Invite

A Fashion-Forward Evening of Style Customer Appreciation Event Unique Eyewear Show From Anne et Valentin Tie fjnest Italian tailoring from Doherty Evans & Stott Food & Drinks from hangingditch Enjoy the company of fellow Jones And Co. clients and eyewear enthusiasts! Amazing Prizes & Gifus! Your Invited… Tiis event is all about celebrating difgerence, individuality, style, and dressing to match your personality. Not following the crowd. We’ve collaborated with Doherty Evans & Stott Tailoring, Anne et Valentin and hangingditch to bring you a unique, fun and enjoyable evening in the grand foyer of Jones And Co. Styling Opticians. Bring a guest and enjoy an evening with a difgerence. Pop in for a PTO Dear friend, At this time of year we like to say THANK YOU to our clients. And to show our appreciation for you we are inviting you and a guest to join us for this special event. To entertain and inspire you we’ve arranged a very special showcase
  • f style for you.
Featured Designer Full Collection Showcase! drink or stay for the whole 3 hours if you wish! You’ll receive a Free £75 Gifu Certifjcate and you could even leave with a prize as well! Join us and bring a guest or two! Jones And Co.’s ANNE ET VALENTIN For this event only, we are showcasing the entire NEW Anne et Valentine collection. Just released at the recent eyewear show in Paris you can be the fjrst in the world to see and wear these
  • frames. From Toulouse in France, Anne et Valentin are shipping
their full collection to Jones And Co. for this special event. Every style in every colour. Anne & Valentin Eyewear might just be one of the best kept eyewear secrets around. Tiis collection is well known among eyewear enthusiasts, but it is ofuen a new discovery for many. If you want frames that become your signature trademark, not just a fashion statement, Anne & Valentin is the eyewear collection for
  • you. Tiey are a small, independent, and highly customer-focused
company who produce distinctive, meticulously crafued eyewear for people who desire more than “it all looks the same” eyewear. Our famed eyewear showcase events are an exceptional way to see the very latest releases from the world’s fjnest eyewear designers and our Anne et Valentin events are always our most popular! We receive cases fjlled to the brim with every new design in every size and every colour to give you the most choice possible. Normally it is only possible to see the full collection like this if you travel to the international eyewear trade fairs so this is a rare opportunity for you! Please note, we have the full collection for the day of this event
  • nly. Don’t miss out!
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A Fashion-Forward Evening of Style

Customer Appreciation Event

Unique Eyewear Show From Anne et Valentin Tie fjnest Italian tailoring from Doherty Evans & Stott Food & Drinks from hangingditch Enjoy the company of fellow Jones And Co. clients and eyewear enthusiasts! Amazing Prizes & Gifus!

Your Invited…

Tiis event is all about celebrating difgerence, individuality, style, and dressing to match your personality. Not following the crowd. We’ve collaborated with Doherty Evans & Stott Tailoring, Anne et Valentin and hangingditch to bring you a unique, fun and enjoyable evening in the grand foyer of Jones And Co. Styling Opticians. Bring a guest and enjoy an evening with a difgerence. Pop in for a Dear friend, At this time of year we like to say THANK YOU to our clients. And to show our appreciation for you we are inviting you and a guest to join us for this special event. To entertain and inspire you we’ve arranged a very special showcase

  • f style for you.

Featured Designer Full Collection Showcase!

drink or stay for the whole 3 hours if you wish! You’ll receive a Free £75 Gifu Certifjcate and you could even leave with a prize as well! Join us and bring a guest or two!

Jones And Co.’s ANNE ET VALENTIN

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PTO

For this event only, we are showcasing the entire NEW Anne et Valentine collection. Just released at the recent eyewear show in Paris you can be the fjrst in the world to see and wear these

  • frames. From Toulouse in France, Anne et Valentin are shipping

their full collection to Jones And Co. for this special event. Every style in every colour. Anne & Valentin Eyewear might just be one of the best kept eyewear secrets around. Tiis collection is well known among eyewear enthusiasts, but it is ofuen a new discovery for many. If you want frames that become your signature trademark, not just a fashion statement, Anne & Valentin is the eyewear collection for

  • you. Tiey are a small, independent, and highly customer-focused

company who produce distinctive, meticulously crafued eyewear for people who desire more than “it all looks the same” eyewear. Our famed eyewear showcase events are an exceptional way to see the very latest releases from the world’s fjnest eyewear designers and our Anne et Valentin events are always our most popular! We receive cases fjlled to the brim with every new design in every size and every colour to give you the most choice possible. Normally it is only possible to see the full collection like this if you travel to the international eyewear trade fairs so this is a rare opportunity for you! Please note, we have the full collection for the day of this event

  • nly. Don’t miss out!
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FORMULA

■ problem – agitate – solution

■ E.g. Facebook ad

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Crafting Your USP

■ Find a need and fill it! ■ An application of the Pain – Agitate – Solution formula

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The Definitive Guide To Choosing Glasses That Make You Look Good

Conor Heaney

BSc Hons MC Optom - Jones And Co. Styling Opticians

The 6 Common Eyewear Buying Mistakes & How To Avoid Them

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THE BIGGEST COPYWRITING MISTAKES

To Be Avoided!

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Big M Mistake # #1

■ HEADL DLIN INE IS ISN’T ’T S STRONG E G ENOUGH UGH ■ Do Does i it ma make y you w want nt t to r read o

  • n?

n?

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Big M Mistake # #2

■ NOT E ENOUGH UGH B BENEFIT ITS ■ Ask “ k “So w wha hat?” / / “ “Who ho c cares?”

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Big M Mistake # #3

■ NOT E ESTABLIS ISHIN ING C G CREDIB DIBIL ILIT ITY ■ Alw lways ys b be p positioni ning ng y your p practice

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Big M Mistake # #4

■ NOT E ENOUGH UGH P PROOF ■ People le a are scepti sceptical cal

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Big M Mistake # #5

■ NOT E ENOUGH UGH “ “YOU’S U’S” ■ All c ll copy s y sho hould ld b be c custome mer f focused

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Big M Mistake # #6

■ COPY DO DOESN’T ’T A AMPLIF IFY T THE P PAIN IN ■ People le d do mo more t to a avoid p pain t n tha han g n gain p n ple leasure

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Big M Mistake # #7

■ WEAK C CALL T TO A ACTIO ION ■ Gi Give mu mult ltiple le w ways ys t to r respond nd

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THE OSA COPYWRITING CHECKLIST

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1.

  • 1. S

Strong ng H Headli line ne

■ Do Does i it c capture a attent ntion a n and nd ma make t the hem w m want nt t to find nd o

  • ut mo

more?

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  • 2. Ir

. Irresistible le O Offer

■ Wha hat p proble lem c m can y n you s solv lve? ■ Have y you a agitated t the he p pain? n? ■ Have y you r really ma lly made t the he s solu lution d n desirable le?

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  • 3. S

. Stop S Selli lling ng F Features, S , Start S Selli lling ng Bene nefits. .

■ Who ho c cares? ■ So W Wha hat? ■ More Y YOU’s U’s t tha han n We’s ’s

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  • 4. L

. Lessen o n or E Eli limi mina nate R Risk k

■ No o

  • bli

ligation n ■ No p pressure ■ Gu Guarant ntee

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  • 5. A

. Alt lterna native P Paths hs o

  • f R

Readershi hip

■ Us Use s sub-he

  • headli

line nes t thr hrougho hout

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  • 6. M

. Motivation t n to A ACT N NOW

■ Limi mited T Time me ( (deadli line ne) ■ Limi mited Q Quant ntity y

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  • 7. C

. Credibili lity y

■ Why Y y You?

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  • 8. L

. Let T THEM S Say It y It F For Y You

■ Testimo moni nials ls ■ Re Review ews

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  • 9. T

. Tell t ll the hem w m wha hat y you w want nt t the hem t m to d do

■ Cle lear c call t ll to a action n ■ Mult ltiple le w ways ys t to r respond nd

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  • 10. P

. Post S Scripts

■ Recap t the he o

  • ffer, a

, agitate t the he p pain o n of no not a acting ng, r , re- state t the he c call t ll to a action, g n, guarant ntee o

  • r d

deadli line ne

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BEFORE & AFTER

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MORE TOOLS

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HEADLINES

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The he M Most Im Important nt P Part O Of A Any y Marketing ng P Piece

■ The ad for your ad ■ Do not use over the top language. Just use good language that appeals to a person’s imagination a little bit. ■ Ask a probing question

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Effective H Headli line nes Y You C Can Us n Use

■ Discover How … ■ The Secret To… ■ Who Else Wants …

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Best H Headli line ne P Phr hrases

■ How to… ■ Announcing… ■ The Truth About…

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Best H Headli line ne P Phr hrases

■ Do You Feel… ■ Do You Have… ■ Top 5 Reasons To…

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Best H Headli line ne P Phr hrases

■ You’re Invited to… ■ 3 New Ways To… ■ Finally, …

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Example le H Headli line nes

■ Discover The Difference With Lindberg ■ Discover Why 5000 Manchester Glasses Wearers Choose Jones And Co. ■ How To Choose The Perfect Frame For You

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Example le H Headli line nes

■ Finally! An Optician That Makes Choosing The Right Eyewear Easy! ■ 5 Eyewear Brands You Should See Before Buying Any Glasses ■ Why You Should Try Lindberg This Summer

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Example le H Headli line nes

■ 5 Sunglasses Of The Moment ■ Introducing…theo ■ Is It Time To Re-think Your Eyewear?

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Example le H Headli line nes

■ How To Choose Glasses For Your Face Shape ■ How To Match Your Glasses To Your Style ■ Insider Eyewear Brands You Need To Know

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Example le H Headli line nes

■ Danish Design On Your Face ■ 3 Simple Steps To The Perfect Eyewear ■ Are You LOST When It Comes To Choosing Glasses? Help Is Finally Here!

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NEWSLETTER TIPS

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If If y you w want nt t to w write b better, r , read mo more

■ Fiction

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STRUC UCTUR URE

■ Story. P . Point

  • nt. B

. Bene nefit.

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THE O OPENIN ING G

■ Have a a g great o

  • peni

ning ng ■ Start w with t h the he ju juicy p y part. .

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MORE TOOLS

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Your C Copy B y Bank nk

■ Your o

  • wn t

n the hesaurus / / r referenc nce f file le ■ Your O OSA c copy b y bank nk

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5 EASY WAYS TO GET INSPIRATION

FOR YOUR NEXT GREAT MARKETING CAMPAIGN

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PH PHOTOS OS

■ Shutterstock.com ■ Supplier photos

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MAGAZIN INES

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OSA A ARCHIV IVE

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CUR URRENT A AFFAIR IRS / / P POP C CUL ULTUR URE

■ Enter the conversation in their head ■ News ■ The calendar gifts you

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Fello llow O OSA me memb mbers

■ Private Members Facebook Group ■ Practice Of The Year Contest

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MORE COPYWRITING TIPS

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KEEP A AN IN INSPIR IRATIO ION F FIL ILE

■ Marketing Pieces ■ Swipe File ■ Ideas File

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CHOOSIN ING T G THE R RIGH IGHT IM IMAGE GE

■ Does it get attention? ■ Does it make them feel something? ■ Does it elicit the response you want?

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HOW T TO W WORK W WIT ITH Y YOUR UR GR GRAPHIC IC DE DESIGN IGNER F FOR M MAX S X SPEED D

■ Do the first 80% as quickly as possible

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JONES AND CO. MARKETING CALENDAR

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■ JAN – Frame Sale / Healthy Sight Month ■ FEB – Referrals theme & contest / JCo. Introducing ■ MAR – Milan Eyewear Showcase

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■ APR – Sunglasses feature / Polarized offer ■ MAY – Charity offer ■ JUN – Birthday Offer

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■ JUL – Reviews / JCo. Introducing ■ AUG – While I’m Away Offer ■ SEP – VAO Specs Appeal / JCo. Introducing

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■ OCT – Silmo Eyewear Showcase / 2nd Set Lenses ■ NOV – Client Appreciation Event ■ DEC – Gift Vouchers, Wardrobes, Frame Sale

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■ Big Offer Quarterly ■ Introducing Feature Quarterly ■ Event / Contest / Charity / Appeal Quarterly

STRUC UCTUR URE

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THE POWER OF YOUR CALENDAR

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■ STAY ON TRACK ■ GET BACK ON TRACK ■ STAY ORGANISED ■ STAY FOCUSED ■ WHAT’S NEXT?