Join Ian Lurie for an in-depth discussion in this video Creating the plan, part of Writing Marketing Copy.
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…So once you've assembled your tools, it's time to create a plan.…I don't want to overemphasize this step because when folks hear plan they tend to…envision these hundred page documents that everybody…reads once and then uses as a doorstop.…In this course, plan means take 30 minutes to think about what you're doing.…Think about your audience, the collateral you need, and…the style that you think is going to work best.…At which point you're thinking, 30 minutes Ian?…Are you out of your mind?"….…My client and boss wants to spend five days…on personas and audience analyses and all this other stuff.…
Which is great, but by this stage in the game,…either you already have it or you're not going to need it.…If you're sitting down to write, the personas are written.…The demographic reports are complete, or the project…is small enough that you don't need them.…Don't rewrite it all.…Your plan should map out what you're going to do in this context.…Your plan will change five times before it's done.…That's just the reality of modern marketing.…
- What is copywriting?
- Writing the first draft
- Writing and testing headlines
- Structuring copy for print vs. online delivery
- Using typography effectively
- Rewriting copy
- Managing a team of copywriters