What is Copywriting? Advertising Techniques from Madmen

perry@nativecommerce.com 512-971-5049 (text first)

“WHAT I’VE LEARNED CREATING OVER

WORTH OF WINNING OFFERS”

$250,000,000

TRIPLES SALES”

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ThatMADMEN

OFFer formula

The FOUR STEP

Digital MarketerCo-Founder

Native CommerceCo-Founder

Digital RetailersAssociationCo-Founder

• Copywriter • Investor • Advisor

• Singer • Fisherman • Foodie

they know more than we do.

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• research meeting • hook meeting • copy meeting • build meeting

the ogilvy process

first know the rules

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“people buy things that make them feel

better about themselves”

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-David Ogilvy

“people buy things that move them away from pain”

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-tony robbins

“people buy things that tell others and reminds themselves

who they are”perry@nativecommerce.com 512-971-5049 (text first)

-perry belcher

“We are having a baby!” -Any Questions?

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perry@nativecommerce.com 512-971-5049 (text first)

Reasons people buy things• To be liked • to be appreciated • to be right • to feel important • to make money • to save money • to save time • to make work easier • to be secure • to be attractive • to get sex

• to be comfortable • to be distinct • to be happy • to have fun • to gain knowledge • to be healthy • to gratify curiosity • for convenience • out of fear • out of greed • out of guilt

work the process

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FIRST, do your damn research”

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meeting #1

“ADVERTISers WHO IGNORE RESEARCH ARE AS DANGEROUS

AS GENERALS WHO IGNORE DECODEd ENEMY SIGNALS.”

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-david ogilvy

“where is the hole in the market”

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“quality, speed, design, service, selection,

price, ease”

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“what is your market position”

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32

Body Shop Example

what exactly do they want

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Step threehow quickly

can you get it for them

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hot pizza, delivered in 30 minutes or less

or it’s FREE!perry@nativecommerce.com 512-971-5049 (text first)

Step four what DON’t They want

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• buy/record everything • product research • competitive research • social research

meeting #1 action items

set, your hook & keystone”

perry@nativecommerce.com 512-971-5049 (text first)

meeting #2

brainstorm YOUR keystone!

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finally, giant, softball sizedstrong scented bath bombs that freshen the room in 30

seconds -guarantee -for half the price of lush

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second, write your slogan

perry@nativecommerce.com 512-971-5049 (text first)

Sensational Lawnswe sell saturdays

• assign copy • assign art • assign tech • assign scrum master

meeting #2 action items

“c.u.b review your copy”

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meeting #3

c.onfusing u.nbelievable b.oring

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cub review rules

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• 3-4 people is best • markups are done silently • only positive feedback • 50% or more suggest change • re-writes take only 1 day

or… repeat step 2

• finalize copy • finalize art • finalize tech • assign to build

meeting #3 action items

“review your build & Q.C.”

perry@nativecommerce.com 512-971-5049 (text first)

meeting #4

• typos and grammar • functionality • congruency / flow • price / tech • buyer experience

play customer

• approve build • assign communications • alert customer service • release your offer

meeting #4 action items

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text me your name and email for my slides

TOO MUCH? HAVE IT ALL…DONE FOR YOU!

GOBY OUR BOOTH NOWANDCONTACT US

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