1. WRITING FOR ADS & DIRECT MARKETING
lia s. Associates
WRITING FOR ADS &
DIRECT MARKETING

2. WRITING FOR ADS & DIRECT MARKETING
Advertising is constantly
changing
Focus on the customer’s lifestyle
and self-esteem, promising the fulfilment
of dreams

3. WRITING FOR ADS & DIRECT MARKETING
Advertising
One way communication, grab attention
& influence people's habit,
raise awareness of the client's habit
message to a specific audience,
domination of form communication

4. WRITING FOR ADS & DIRECT MARKETING
Direct Marketing
Two way communication, send message
directly, to generate an immediate
responses, measured accurately
the most promotional activities,
the information can be used
to reshape the next brief your work on
for the client

5. WRITING FOR ADS & DIRECT MARKETING
2 challenges:
reaching your audience
and interacting with them
Direct marketing describes all
communications that seek a responses direct
from the reader.

6. WRITING FOR ADS & DIRECT MARKETING
Inspire yourself & audience,
sketch character your profile
Begin your imagination explore the links &
connections between the benefit of product
and the lifestyle of target audience

7. WRITING FOR ADS & DIRECT MARKETING

8. WRITING FOR ADS & DIRECT MARKETING

9. WRITING FOR ADS & DIRECT MARKETING
Main types of advertising
1. High profile brand awareness
(simple & memorable)
2. Hard working direct responses

10. WRITING FOR ADS & DIRECT MARKETING
Core message in the brief
have format :
+ Product-specific
+ Business-to-business
+ Service-specific
+ Recruitment

11. WRITING FOR ADS & DIRECT MARKETING
Profiling your audience
To understand your client’s business you
have to view it through the customer’s eyes

12. WRITING FOR ADS & DIRECT MARKETING
Creative angles for you to consider write
the body copy :
+ Before & after
+ Wit (no humour)
+ FUDing (Fear, Uncertainty, Doubt)
+ Knock the competitor
+ Intrigue
+ Gimmicks
+ Provocation

13. WRITING FOR ADS & DIRECT MARKETING
Creativity is not about
simply going off on a flight
of fancy and painting
grand concepts.

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18. WRITING FOR ADS & DIRECT MARKETING
Copy structure for a direct mailer :
1. A hard hitting and compelling headline
2. A qualifying headline that dominates the inside of the mailer
3. highly structured body copy presenting the core argument
4. A very strong call to action with clear instructions

19. WRITING FOR ADS & DIRECT MARKETING
Direct marketing describes
all communications that
seek a responses direct
from the reader.
developing relationship marketing and
increase customer loyalty

20. WRITING FOR ADS & DIRECT MARKETING
How to operating highly targeted direct mail
campaigns:
1. Write using different voice
2. Need to keep your body short and sweet to appeal
3. The tighter your copy & cut unnecessary word
4. You have a split second to catch the attention of reader
5. Add to human touches wherever relevant

21. WRITING FOR ADS & DIRECT MARKETING
Prepare two or three routes
that you feel confidently
address all of the main
elements in the brief.

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lia s. Associates