Slide presentation for The Art of Good Copy, presented by Sara Lovelady of Wordgirl at the Handcrafted Soapmakers Guild Annual Conference. Session 1.

1. THE ART OF GOOD
COPY
The Broad Brush

2. The biggest marketing myth
If you make a good product,
it will sell on its own merit

3. What is copywriting?
Copywriting is salesmanship in print.

4. When writing copy, ask
yourself:
1. Does it do what a salesperson would do?
2. Would it help a salesperson sell my
product?
3. Would it help me sell my product if I met a
buyer in person?

5. Before you start writing…
1. You need to understand your customer
2. You need to understand your
competition
3. And you need to understand your brand

6. FACTS Strategy (Focused Advertising Creativity that
Sells)
• Who is the target audience?
• What do they currently believe?
• What action do you want them to take right now?
• What are the strengths and weaknesses of your
competitors?
• What sets you apart f rom the competition? (List
everything)
• Of the things you listed, what is the one big idea
that will motivate your target audience to do what
you want them to do?
• What evidence do you have to support that big
idea?

7. Identifying your brand’s
personality
Think of your brand as if it were a person.
What types of traits would it have?
List these traits; they will inform the tone you
use.

8. Connecting with your
consumer
People making buying decisions on emotion
and justify with reason.
Why would someone pay $5, $6, or $7 for a
hand-crafted bar of soap when they could
buy a 3-pack at the grocery store for $3?

9. What are you really selling?
•People don’t buy insurance, they buy peace
of mind
•They don’t buy a 4-wheel drive vehicle, they
buy adventure
•They don’t buy face cream, they buy youth