SMI Presentation Template

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At a loss for words?
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At a loss for words? How to Get the Most from
Your Copy(writer)
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Where the hell were you when the page was
blank? Paul Butterworth
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8 Key Characteristics of Successful Copywriters
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8 Key Characteristics of Successful
Copywriters ? Creative
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8 Key Characteristics of Successful
Copywriters ? Creative ? Inquisitive
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8 Key Characteristics of Successful
Copywriters ? Creative ? Inquisitive ?
Journalistic
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8 Key Characteristics of Successful
Copywriters ? Creative ? Inquisitive ?
Journalistic ? Adaptable and versatile
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8 Key Characteristics of Successful
Copywriters ? Creative ? Inquisitive ?
Journalistic ? Adaptable and versatile ?
Gregarious and communicative
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8 Key Characteristics of Successful
Copywriters ? Creative ? Inquisitive ?
Journalistic ? Adaptable and versatile ?
Gregarious and communicative ? Grammatically
correct
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8 Key Characteristics of Successful
Copywriters ? Creative ? Inquisitive ?
Journalistic ? Adaptable and versatile ?
Gregarious and communicative ? Grammatically
correct ? Detail-oriented
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8 Key Characteristics of Successful
Copywriters ? Creative ? Inquisitive ?
Journalistic ? Adaptable and versatile ?
Gregarious and communicative ? Grammatically
correct ? Detail-oriented ? Accountable
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4 Critical Roles of the Copywriter
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4 Critical Roles of the Copywriter ? Copywriter
as strategist
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4 Critical Roles of the Copywriter ? Copywriter
as strategist ? Copywriter as creative concept
generator
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4 Critical Roles of the Copywriter ? Copywriter
as strategist ? Copywriter as creative concept
generator ? Copywriter as salesperson
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4 Critical Roles of the Copywriter ? Copywriter
as strategist ? Copywriter as creative concept
generator ? Copywriter as salesperson
? Copywriter as offer generator
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6 Ways to Get the Most Out of Your Copywriterand
Your Copy
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6 Ways to Get the Most Out of Your Copywriterand
Your Copy ? Include the copywriter in the
information-gathering process
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6 Ways to Get the Most Out of Your Copywriterand
Your Copy ? Include the copywriter in the
information-gathering process ? Let the
copywriter filter input
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6 Ways to Get the Most Out of Your Copywriterand
Your Copy ? Include the copywriter in the
information-gathering process ? Let the
copywriter filter input ? Understand the creative
process
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6 Ways to Get the Most Out of Your Copywriterand
Your Copy ? Include the copywriter in the
information-gathering process ? Let the
copywriter filter input ? Understand the creative
process ? Provide feedback that is clear and
directional
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6 Ways to Get the Most Out of Your Copywriterand
Your Copy ? Include the copywriter in the
information-gathering process ? Let the
copywriter filter input ? Understand the creative
process ? Provide feedback that is clear and
directional ? Check all creative concepts against
a Creative Brief
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6 Ways to Get the Most Out of Your Copywriterand
Your Copy ? Include the copywriter in the
information-gathering process ? Let the
copywriter filter input ? Understand the creative
process ? Provide feedback that is clear and
directional ? Check all creative concepts against
a Creative Brief ? Take your
copywriter to lunch
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Hiring Copywriters
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Hiring Copywriters ? More than a resume
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Hiring Copywriters ? More than a
resume ? See the 8 Characteristics of Successful
Copywriters checklist
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Hiring Copywriters ? More than a
resume ? See the 8 Characteristics of Successful
Copywriters checklist ? Initial test letter,
email or postcard
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Hiring Copywriters ? More than a
resume ? See the 8 Characteristics of Successful
Copywriters checklist ? Initial test letter,
email or postcard ? Require a headline copy test
using a Creative Brief
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The Complete Rules of Copywriting Abridged
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The Complete Rules of Copywriting Abridged ?
Avoid alliteration. Always.
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The Complete Rules of Copywriting Abridged ?
Avoid alliteration. Always. ? Never use a long
word when a diminutive one will do.
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The Complete Rules of Copywriting Abridged ?
Avoid alliteration. Always. ? Never use a long
word when a diminutive one will do. ?
Parenthetical remarks (however relevant) are
unnecessary.
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The Complete Rules of Copywriting Abridged ?
Avoid alliteration. Always. ? Never use a long
word when a diminutive one will do. ?
Parenthetical remarks (however relevant) are
unnecessary. ? It is wrong to ever split an
infinitive.
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The Complete Rules of Copywriting Abridged ?
Avoid alliteration. Always. ? Never use a long
word when a diminutive one will do. ?
Parenthetical remarks (however relevant) are
unnecessary. ? It is wrong to ever split an
infinitive. ? Contractions aren't necessary.
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• The Complete Rules of Copywriting
• Abridged
• ? Avoid alliteration. Always.
• ? Never use a long word when a diminutive one
  will do.
• ? Parenthetical remarks (however relevant) are
  unnecessary.
• ? It is wrong to ever split an infinitive.
• ? Contractions aren't necessary.
• ? Foreign words and phrases are not apropos.

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• The Complete Rules of Copywriting
• Abridged
• ? Avoid alliteration. Always.
• ? Never use a long word when a diminutive one
  will do.
• ? Parenthetical remarks (however relevant) are
  unnecessary.
• ? It is wrong to ever split an infinitive.
• ? Contractions aren't necessary.
• ? Foreign words and phrases are not apropos.
• Don't be redundant don't use more words than
  necessary
• it's highly superfluous.

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• The Complete Rules of Copywriting
• Abridged
• ? Avoid alliteration. Always.
• ? Never use a long word when a diminutive one
  will do.
• ? Parenthetical remarks (however relevant) are
  unnecessary.
• ? It is wrong to ever split an infinitive.
• ? Contractions aren't necessary.
• ? Foreign words and phrases are not apropos.
• Don't be redundant don't use more words than
  necessary
• it's highly superfluous.
• ? Be more or less specific.

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• The Complete Rules of Copywriting
• Abridged
• ? Avoid alliteration. Always.
• ? Never use a long word when a diminutive one
  will do.
• ? Parenthetical remarks (however relevant) are
  unnecessary.
• ? It is wrong to ever split an infinitive.
• ? Contractions aren't necessary.
• ? Foreign words and phrases are not apropos.
• Don't be redundant don't use more words than
  necessary
• it's highly superfluous.
• ? Be more or less specific.
• ? One-word sentences? Eliminate.

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• The Complete Rules of Copywriting
• Abridged
• ? Avoid alliteration. Always.
• ? Never use a long word when a diminutive one
  will do.
• ? Parenthetical remarks (however relevant) are
  unnecessary.
• ? It is wrong to ever split an infinitive.
• ? Contractions aren't necessary.
• ? Foreign words and phrases are not apropos.
• Don't be redundant don't use more words than
  necessary
• it's highly superfluous.
• ? Be more or less specific.
• ? One-word sentences? Eliminate.
• ? The passive voice is to be avoided.

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The Complete Rules of Copywriting Abridged ?
Even if a mixed metaphor sings, it should be
derailed.
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The Complete Rules of Copywriting Abridged ?
Even if a mixed metaphor sings, it should be
derailed. ? Who needs rhetorical questions?
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The Complete Rules of Copywriting Abridged ?
Even if a mixed metaphor sings, it should be
derailed. ? Who needs rhetorical questions? ?
Exaggeration is a billion times worse than
understatement.
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The Complete Rules of Copywriting Abridged ?
Even if a mixed metaphor sings, it should be
derailed. ? Who needs rhetorical questions? ?
Exaggeration is a billion times worse than
understatement. ? Proofread carefully to see if
you words out.
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The Complete Rules of Copywriting Abridged ?
Even if a mixed metaphor sings, it should be
derailed. ? Who needs rhetorical questions? ?
Exaggeration is a billion times worse than
understatement. ? Proofread carefully to see if
you words out. ? A writer must not shift your
point of view.
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The Complete Rules of Copywriting Abridged ?
Even if a mixed metaphor sings, it should be
derailed. ? Who needs rhetorical questions? ?
Exaggeration is a billion times worse than
understatement. ? Proofread carefully to see if
you words out. ? A writer must not shift your
point of view. ? Don't overuse exclamation
marks!!!!!!!
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• The Complete Rules of Copywriting
• Abridged
• ? Even if a mixed metaphor sings, it should be
  derailed.
• ? Who needs rhetorical questions?
• ? Exaggeration is a billion times worse than
  understatement.
• ? Proofread carefully to see if you words out.
• ? A writer must not shift your point of view.
• ? Don't overuse exclamation marks!!!!!!!
• ? One should never generalize.

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• The Complete Rules of Copywriting
• Abridged
• ? Even if a mixed metaphor sings, it should be
  derailed.
• ? Who needs rhetorical questions?
• ? Exaggeration is a billion times worse than
  understatement.
• ? Proofread carefully to see if you words out.
• ? A writer must not shift your point of view.
• ? Don't overuse exclamation marks!!!!!!!
• ? One should never generalize.
• Avoid clichés like the plague they're old hat
  seek viable
• alternatives.

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• The Complete Rules of Copywriting
• Abridged
• ? Even if a mixed metaphor sings, it should be
  derailed.
• ? Who needs rhetorical questions?
• ? Exaggeration is a billion times worse than
  understatement.
• ? Proofread carefully to see if you words out.
• ? A writer must not shift your point of view.
• ? Don't overuse exclamation marks!!!!!!!
• ? One should never generalize.
• Avoid clichés like the plague they're old hat
  seek viable
• alternatives.
• ? And don't start a sentence with a conjunction.

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ThanksQuestions?