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CCA > Module 2 > Flashcards

Module 2 Flashcards

1
Q

What goes into an effective headline?

A

Blank piece of paper test

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2
Q

How to write a good headline?

A

Lead with the benefit; make it clear and compelling
What will the consumer get out of what you have to offer?
Don’t be subtle, use as many tools as you can to hook!

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3
Q

How to get people to take the action you want them to take

A

Must have a clear CTA!

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4
Q

How to set up your copy doc

A

Must be easy to read and easy to put into a layout

Should be clear which section is which

One font

Only finalizations - not options!

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5
Q

How to outline your copy

A
  1. Write out key messages to include (benefit, feature, etc.)
  2. Write out next step for them to take (CTA_
  3. Write out any secondary next steps
  4. Make a list of any terms that need to be there.
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6
Q

How to organize your copy

A

Benefit at top, call to action at bottom

Descend in order of importance (to the customer)

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7
Q

How to finesse your copy

A

Finesse headline and body copy
Take basic lines and add brand voice to it
Sleep on it overnight and then begin to edit.

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8
Q

How to decide on length of copy

A 
Medium affects what you write
Use the LEAST amount of copy to convey message
Write first version.
Eliminate extra words.
Walk away.
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9
Q

Telling good vs. not-so-good ideas

A 
Write first copy.
Pay attention to gut.
Walk away.
Revisit later.
If gut says to remove, better remove it!
*No cliches!
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10
Q

Killing your babies

A

Don’t get married to your own writing; everything must serve a purpose

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11
Q

Right way to ask for feedback

A

Qualified eyes are best!

“Here is my first pass. Am I heading in the right direction?”

Take notes on feedback so they don’t have to remember.

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12
Q

Gimmicks

A

Kinda bad…Ex: Oops, subject line

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13
Q

The “Important Notice About Your Account” line

A

Kinda bad…catches attention, but people start to ignore over time and can erode trust

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14
Q

Set ups with no pay off

A

Kinda bad…Subject line says “10 ways to make 10 dollars” but article doesn’t talk about that at all

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15
Q

Using curiosity lines that pay off disappointingly

A

Kinda bad…How to get a Cadillac for free? In reality, it’s about a cat named Cadillac

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16
Q

Bait and Switch

A

Really bad. Click here for 80% off, but then nothing is really 80% off.

17
Q

Intentional Confusion

A

Really bad. Writing copy so that your readers understand it one way, when you really mean it in another way.

18
Q

Plagarism

A

Really bad. Common phrases are okay, but not a whole piece.

19
Q

Problems with shady copy

A

Can give you a quick bump, but erodes brand trust over time.

20
Q

Lorem impsum

A

“Greek”

Can you add some greek here for me?

Filler copy.

21
Q

FPO

A

For placement only

Used as a sub for something real, usually with images

22
Q

Copy deck

A

Your copy document

23
Q

A/B Test

A

Split test

A test that pits two of the same things together with ONE variable to see which performs better.

24
Q

Multivariate Test

A

A test that pits two of the same things together with MULTI different variables to see which performs better.

25
Q

Value proposition

A

A one/two sentence statement of a product’s benefit to consumers

Used internally to guide how a product is being marketed and designed

Used externally to explain the benefit of your product to consumers

26
Q

USP

A

Unique selling proposition

The one thing that sets a product apart from all other competitive products; must understand the USP in order to sell/market the product.

27
Q

Tone guide

A

A document used to guide the brand’s voice

28
Q

Persona

A

A description of an imaginary person tho typifies everything about a target demographic

29
Q

Kick-Off

A

The initial meeting in which the Project Manager/Client explains the project to the Designer and Copywriter. Everyone agrees to objectives and timelines.

30
Q

Creative Brief

A

The document that the PM/Client fills out to guide the Copywriter and Designer as they try to solve the creative problems.

31
Q

Concepting

A

Designer and Copywriter working together to brainstorm ideas that fit the creative brief. Concepts arise from this.

32
Q

Layout

A

What a project looks like in a design program; the actual look of the copy and design together.

33
Q

Sketches

A

Drawings on paper of image paired with copy

34
Q

Mock Ups

A

Initial passes at putting together a layout.

Also a verb: “Let’s try mocking this up to see how it looks.”

Comes after sketches and before layout.

35
Q

Photoshop, Illustrator, InDesign

A

Different design programs

36
Q

Creative

A

The meeting in which you will present your work to the PM/Client. Often more than one of these for a project.

37
Q

B2B

A

Business-to-Business; refers to a company to a sells to companies

38
Q

B2C

A

Business to Consumer; any business that sells to consumers

CCA (2 decks)

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