What is Copywriting? Advertising Techniques from Madmen

[email protected] 512-971-5049 (text first)

“WHAT I’VE LEARNED CREATING OVER

WORTH OF WINNING OFFERS”

$250,000,000

mailto:[email protected]

TRIPLES SALES”


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.



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

the ogilvy process

first know the rules



“people buy things that make them feel

better about themselves”


-David Ogilvy


“people buy things that move them away from pain”


-tony robbins


“people buy things that tell others and reminds themselves

who they are”[email protected] 512-971-5049 (text first)

-perry belcher


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




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



FIRST, do your damn research”


meeting #1


“ADVERTISers WHO IGNORE RESEARCH ARE AS DANGEROUS

AS GENERALS WHO IGNORE DECODEd ENEMY SIGNALS.”


-david ogilvy


“where is the hole in the market”



“quality, speed, design, service, selection,

price, ease”



“what is your market position”



32

Body Shop Example

what exactly do they want



Step threehow quickly

can you get it for them



hot pizza, delivered in 30 minutes or less

or it’s [email protected] 512-971-5049 (text first)


Step four what DON’t They want



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

meeting #1 action items

set, your hook & keystone”


meeting #2


brainstorm YOUR keystone!



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

seconds -guarantee -for half the price of lush



second, write your slogan



Sensational Lawnswe sell saturdays

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


“c.u.b review your copy”


meeting #3


c.onfusing u.nbelievable b.oring



cub review rules


• 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


“review your build & Q.C.”


meeting #4


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

play customer

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



text me your name and email for my slides


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What is Copywriting? Advertising Techniques from Madmen