Thanks for sharing this, Caleb! Incredibly useful, especially the "Dear Mum" one, since my mom is smart but isn't a techie, or familiar with a lot of slang, etc. Though I don't do long-form direct response copy for a living, I write a lot of social media content and content strategies, and what helps is when I look at two frameworks:
1) Competitor scan / Positioning Chart - how does my client/brand stack up versus the competition, and what can set it apart in terms of tone, types of content, etc.?
2) Unique Value Proposition Framework - a chart with the target market's purpose | pain points | gain points vs. the brand's features | solutions | nice-to-have's.
This helps identify the brand's Unique Value Proposition (UVP) which becomes the starting point of the campaign's big idea. :)
These are awesome, thanks Regina :) The UVP is a cool one, I think that standing out is becoming ever more important as all companies start to grow their online presence.
Thanks for sharing this, Caleb! Incredibly useful, especially the "Dear Mum" one, since my mom is smart but isn't a techie, or familiar with a lot of slang, etc. Though I don't do long-form direct response copy for a living, I write a lot of social media content and content strategies, and what helps is when I look at two frameworks:
1) Competitor scan / Positioning Chart - how does my client/brand stack up versus the competition, and what can set it apart in terms of tone, types of content, etc.?
2) Unique Value Proposition Framework - a chart with the target market's purpose | pain points | gain points vs. the brand's features | solutions | nice-to-have's.
This helps identify the brand's Unique Value Proposition (UVP) which becomes the starting point of the campaign's big idea. :)
These are awesome, thanks Regina :) The UVP is a cool one, I think that standing out is becoming ever more important as all companies start to grow their online presence.