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How to Write Advertising (Or Manage Those Who Do): Discovering, Developing, and Presenting Your Product's Most Effective Sales Message
Effective Copywriting Means Research and Execution 3-2
• Part 1: The Information-Gathering Stage 3-3
• Step 1: Listen to Your Company’s Sales Reps 3-3
• How to Debrief a Sales Rep 3-4
• Learn Which Benefits Work Best 3-5
• How Do Your Salespeople Counter Common Sales Objections? 3-6
• What Else Do Your Salesmen Have to Say? (Plenty!) 3-6
Ask Your Top Sales Reps: “'What’s Your 'Elevator Pitch?'” 3-6
• Elevator Pitch Examples 3-7
• What Do Your Sales Reps Think of Your Company’s Marketing? 3-8
• Step 2: Check Your Competition 3-9
• Step 3: Get Your Competitor’s Sales Information Kit 3-9
• Step 4: Research Trade Publications in Your Industry 3-10
Part 2: Writing Effective Advertising and Promotional Copy 3-11
How Prospects See Your Advertising 3-11
Anatomy of an Effective Marketing Deliverable 3-12
• Headline 3-12
• Subheads 3-13
• Body Copy 3-14
• Call to Action 3-15
Writing Effective Advertising: Three Advertising Copywriting Exercises 3-16
Step 1: The Laundry List 3-16
• Sales Benefit Attributes 3-17
• Speed • Efficiency • Productivity 3-17
• Quality • Comprehensiveness • Richness 3-17
• Low cost • Savings • Value for money 3-18
• New • Updated • Improved • Upgraded • Different 3-19
Step 2: The Park Bench Story 3-19
Step 3: Your Elevator Pitch 3-21
• What You Have Accomplished by Completing these Exercises 3-21
Part 3: The Execution Stage 3-22
• Your Headline 3-23
• Converting Benefits to Headlines: Examples 3-23
• Your Subheads for Sales Copy 3-25
• Your Marketing Deliverable’s Body Copy 3-25
This Writing Process Opens Infinite Possibilities 3-27