The power of words

Using the Power of Words

How to use words

to grow your business

Gloucestershire WiRE Network 20 February 2014

Pippin Consultancy Ltd | www.pippin-consultancy.co.uk

http://www.pippin-consultancy.co.uk/



Today

• An introduction to me

• The important things to remember

• An exercise

• How to write more effectively

• How to write for different media

• Working with a copywriter

• Specific areas of interest

• Questions






Me

• English Language and Literature degree

• Direct marketing in publishing

• Web copywriter + freelance copywriter

• Freelance written communications

consultant






How to use words

to promote yourself

• USPs

• Benefits






Unique Selling Points (USPs)

• What makes you different from your

competitors?

• Why would someone choose you over your

competitor?






Benefits

• What’s in it for me?

• Features

• Benefits






HD Television

With Full HD 1920 x 1080p resolution you'll be able to catch your favourite programmes in crisp detail and vivid colours for a completely immersive televisual experience.

Boasting 100 Hz BLB technology the Panasonic Viera TX-L32EM6B will ensure smooth on-screen motion with reduced motion blur and great picture clarity, even if you are watching fast paced action movies or sport.






An exercise

• Write your elevator pitch






Writing more effectively

• Ask yourself:

– who will be reading this?

– what will they be interested in?

– what do they need to know?

– where will they be reading this?

• Plan

• Proofread






Leaflets / Flyers / Sales letters

• Sales tool

• Cut to the chase

• Don’t forget to add all your contact details!






Websites

• Overt sales tool

• Keywords

• Headings

• Short sentences

• Bulleted lists






'Exceptional weather' with rain, wind

and high tides to hit UK






Press releases

• Find the hook

• Start with the most important information






Working with a copywriter

• Saves you time

• Gives you expertise

• Talk to them

• Give them as much information as you can






Specific areas of interest

• Plagiarism

• Legalities

Pippin Consultancy Ltd, Hillside Farm, Rodley, Westbury-on-Severn, Gloucestershire, GL14 1QZ

Plagiarism

• The "wrongful appropriation" and "purloining

and publication" of another author's

"language, thoughts, ideas, or expressions,"

and the representation of them as one's own

original work.

(http://en.wikipedia.org/wiki/Plagiarism)

• Product information – OK to use

• Articles – credit them

Pippin Consultancy Ltd, Hillside Farm, Rodley, Westbury-on-Severn, Gloucestershire, GL14 1QZ

Pippin Consultancy blog






Legalities

• www.asa.org.uk – Advertising Standards

Authority Ltd

• www.cap.org.uk – Committees of Advertising

Practice (CAP)



http://www.asa.org.uk/

http://www.cap.org.uk/




Any questions?






Marketing

The power of words