Tall Tales & Falsehoods

Key Points:

• Hook a reader
• Steps to great copy
• Making it personal

How to hook a reader’s interest:

1. Create A Fresh Angle
2. Be Original
3. Be Honest
4. Be Relevant

Steps to create great copy:

1. Define the problem.
2. Gather information.
3. Brainstorm.
4. Let it marinate.
5. (Re) Work It.

Make ad copy personal:

1. Use personal words – You, We, I
2. Use active verbs – Make the copy “in the now”
3. Use conventional words
4. Read copy out loud and test on an audience
5. Revamp using shorter sentences
6. Be creative, comical or perky