...10 Steps to Effective Copywriting This tutorial is designed to get you up and running with the basics of writing great copy in ten easy lessons. Afterward, you’ll get recommendations for professional training, plus links to tutorials on SEO copywriting and writing killer headlines. 1. Don’t Read This or the Kitty Gets It! 2. To Be or Not To Be? 3. How to Write Headlines That Work 4. Why Writing Headlines Deserves a Second Installment 5. The Structure of Persuasive Copy 6. Now Featuring Benefits! 7. “Kids Eat Free” and Other Irresistible Offers 8. This Article Rocks. . . I Guarantee It! 9. The Long and Short of Copywriting 10. The #1 Secret to Great Copy Is. . . Don’t Read This or the Kitty Gets It! Poor Fluffy. I asked you not to do this, and you’ve gone and broken the rules. Things don’t look good for this cute little kitten I’ve taken hostage in case my demands were not met. She is awfully sweet, though. We’ll just have to wait until later on in the article to decide the fate of Fluffy. But first, we really do need to discuss the ultimate goal of good copywriting. Stick with me and I’ll go easy on the cat, deal? Let’s get started. What is the primary purpose of any piece of writing that you put out online — whether a blog post, a networking email, a sales letter or a tutorial? For starters, to get what you’ve written read, right? Makes sense. So, what’s the primary purpose of your headline, your graphics, your fonts, and every other...
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...Assignment -1: Short questions 1. You are generating leads from online channels to sell credit cards. You are running two campaigns (let’s say A & B) on google to sell your product online and campaign A has better CTR. Assume A &B has same targeting but different set of keywords. These campaigns also use different ad copies. Mark these statements as true or false with some explanation: A. You should allocate more budget to campaign A if CTR continue to remain high – to remain high as in average position it depends on the conversion rate so this False B. Your cost per lead will be less for campaign A- True Could be where if the CTR is high. C. People searching keywords listed in campaign A find ad copy at campaign A more relevant- True – probably STP is done appropriately D. You should replace Campaign B ad copy with Campaign A ad copy as A is giving you better results- False not necessarily as it depends STP is done for specific audience with same message or keyword 2. LinkedIn allows you to bid either as CPC or as CPM. You realized that your ad position will be the same for both pricing models. Avg CPC would be Rs 110 and avg CPM is 150. You expect CTR to be in 0.2%-0.3% range based on historical data. What pricing plan will you choose? CPC or CPM. Why? Answer I would choose for CPM as the cost to the advertiser would come as per impression where CPC would be a little costly when position is coming as same 3. You are generating leads...
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...Defining advertising copy Text of a print, radio, or television advertising message that aims at catching and holding the interest of the prospective buyer, and at persuading him or her to make a purchase all within a few short seconds. The headline of an advertising copy is said to be the most important part, and quite often a small change in its wording brings disproportionate results. Although a short advertising copy is more common in consumer-product advertising, according to the UK advertising guru David Ogilvy (1911-1999) people do read (and listen or attend to) lengthy advertisements if they are skillfully written. Most advertising copy is based on advertising/consumer research and is composed by professional copywriters hired by advertising agencies. Also called advertisement copy, ad copy, or just copy. Various ways of Writing effective copy: It is both an art and a science. It’s an art because it requires creativity, a sense of beauty and style — a certain aptitude, mastery and special knowledge. Artistic advertising allows you to create content marketing that’s not just practical and persuasive, but awe-inspiring and breathtaking. Writing effective copy is also a science, because it exists in the world of tests, trial and failure, improvement, breakthroughs, education and predictability. Scientific advertising allows you to develop an idea, and then test that idea. It’s how you know if your content marketing is working. In bad copy, one (or both) of these elements...
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...Hemingway’s In Our Time-“Cat in the Rain” 1.) Composition History A.) Notes about his life with Hadley (Hemingway’s first wife) hint at a story ready to be written, but abruptly postponed. B.) Hemingway’s earliest notes for “Cat in the Rain” were sketched in late February 1923 at Rapallo, the setting of the story. C.) After visiting Ezra Pound in Chambry-Sur- Montreux, Hemingway finished four pages of a manuscript, giving up in the process, labeling it as “False start Rapallo story possible Fascito Story.” D.) The manuscript establishes elements found in his finished product, such as the hotel, train trip from Genoa, and gives a nickname to the wife: Kitty. E.) A year later he returned to the story with another manuscript of ten pages and identified it as a “First Draft Original Manuscript/ March 1924/ E.M.H.” F.) This was followed by a nineteen-page titled manuscript with another rejected title, “The Poor Kitty.” G.) Finally, he titled the typescript “Cat in the Rain.” 2.) Publication History A.) It is likely the story was completed in March of 1924. B.) There is no immediate evidence that Hemingway submitted “Cat in the Rain” for publication. C.) The setting, the subject matter, and the partial indebtedness to T.S. Elliot are possible reasons why Hemingway didn’t want “Cat in the Rain” to be published right away. D.) Another possible reason why Hemingway didn’t publish “Cat in the Rain” right away was because he had his eye on “The Boni Liveright Book” first mentioned...
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... * Salaried Employees are working overtime without proper compensation taking on additional workload because of new clients being taken on. * Four clients vital to the success of Phoenix are not pleased with the work being produced. Facts and Causes: * Employee interviews indicate a lack of communication between graphic designers and art directors which has resulted in longer hours required to finish projects. * Client surveys indicate that they have not received a significant level of communication from the account managers which has left the copywriters with little basis to develop the copy for advertisement. Impact and Effects: * Productivity at the Roanoke branch has declined overall by 41%: 11% of accounts are completed behind schedule; 8% of the projects have been cancelled by the client; 22% of the accounts are on hold because art/copy has not been approved by the client * The average salaried employee has previously worked 40 hours per week, and is now working 50 hours per week, with 10% less project completing rate within that week Solutions: * Art directors are to meet as needed and leave open lines of communication with the graphic designers for changes that may occur on a project. After meeting, the graphic designers will be given adequate time to develop the changes and have them approved by the art director. This mutual development will allow the artists to work collaboratively; the timeframe will ensure that the client...
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...Cat Tales Zoological Park & Training Center COURSE CATALOG Update - PUBLISHED - May 2012, Updated - May 2012 The Zoological Training Center (ZTC) is solely owned and operated by the Cat Tales Zoological Park. All operations and aspects of the school and the Park itself are determined by the Board of Directors and its management committee. Board officers are elected for a one year term. The current list of Officers and Board Members are as follows: PRESIDENT Kristine Birdsell VICE PRESIDENT Bob Holman SECRETARY Jennifer Schaub TREASURER Debbie Wyche OTHER BOARD MEMBERS Steve Corker Mike Wyche Location of Cat Tales Zoological Training Center The administration offices of the school are located on the Park grounds: Cat Tales - Zoological Training Center N. 17020 Newport Hwy Mead, WA 99021 (509) 238-4126 Faculty ___________________________________________________________________ Deborah (Debbie) J. Wyche Zoo Director, Zoological Training Center Director/Training Supervisor Experience and Education • Intensive study of felidae since 1985 • Construction and implementation of Cat Tales Zoological Park in 1990 • Extensive research and practical implementation of feline husbandry, management, reproduction and neonatal care. • Extensive knowledge of feline reproduction and artificial insemination. • Extensive study and instruction in feline anatomy, physiology, husbandry and management, enrichment, exhibit building, zoo management, retail personality...
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...Not seeing what is In Front Of Me Learning Autobiography Essay English Composition I EN-1102-1 Prof. Brian Campbell By: Lesia Fox September 6, 2013 Being born last of five living children out of eight born to J.F. and Verdie Mooneyham in March 1964. Back when they did not know about the dangers of eating under-processed farm meat such as cow and pig meat, drinking unpasteurized milk, when no one had ever heard of the dangers that digging in the dirt where a cat had done their business when a woman was expecting a child, and what that could cause. I was the one who was born with the effects of all these horrible side effects. Hello, I am Lesia Mooneyham Fox, and I was born with Toxoplasmosis, Which is transmitted to the unborn child from the mother through contact with the cat’s fesses, under-cooked meat, and unpasteurized milk. Without the mother even knowing, she is harming her unborn baby. This is my story, what is has been like growing up as a visually impaired person, having to learn to live as an almost sightless person in a sighted world. For me I did not realize I was different until I began to get older, probably about four or five and had trouble finding thing. I really don’t remember much about my early childhood, mostly what my family has told me. I do remember however, that I was my daddy and grandma’s shadow; where ever they were, I was right behind them. We had a farm, and I loved going to the barn with them to milk the...
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...For each of the three you choose, report on one deal in which they invested. 1. Barbara Corcoran. The entrepreneurs are Erika Welsh and Keeley Tillotson and their product is Wild Squirrel Nut Butter. They have sold thousands of jars on website for a 14k gross and 7k profit. The original deal offered was 50k for 10% stake. The final deal was 50k for 40%. After Shark Tank, the women moved their business to Tualatin Oregon and Tillotson's father Bruce took the CEO position. The company growth furthers as there are currently talks with a distributor that will allow the peanut butter to sell in over 200 stores along the West Coast in the next six months. 2. Mark Cuban. The entrepreneur is Steve Gadlin and his product is I Want to Draw a Cat for You. Before the sharks, Steve had sold over 1200...
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...Cat in the Rain by Ernest Hemingway | Summary The short story "Cat in the Rain" was written by Ernest Hemingway in the 1920´s. It is about an American couple that spends their holidays in an Italian hotel. It is a rainy day and the American woman sees a cat in the rain, which she wants to protect from the raindrops. When she goes out of the hotel, which is kept by an old Italian who really seems to do everything to please that woman, and wants to get the cat, it is gone. After returning to the hotel room, she starts a conversation with her husband George, who is reading all the time, telling him how much she wants to have a cat and other things, for instance her own silver to eat with. Her husband seems to be annoyed by that and not interested at all. At the end of the story there is a knock on the door and the maid stands there holding a cat for the American woman in her hands.Peculiarities of the introduction The first thing that caught my eyes was the long description at the beginning. First there is a description of the environment in good weather, which means spring or summer, then a description of the momentary situation in the rain. This description creates an atmosphere that is sad, cold and unfriendly. To create this atmosphere Hemingway uses words such as "empty" or "the motorcars were gone". Later on, by looking at the relationship of the two Americans, you can see that this description was a foreshadowing of the state of the couple´s relationship: First it was...
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...УРОК №1. Тема: Домашні тварини. Мета: навчити зображати за допомогою асоціативних символів команди, назви домашніх тварин та їх місцезнаходження; розвивати образну пам’ять та увагу; виховувати працелюбність та активність. Хід уроку I. Організаційний момент T: Сьогодні наш урок незвичайний. Ми будемо гратися, перевтілюватися в тваринок, виконувати різні рухи, показувати частини тіла і мандрувати в різні місця, які тваринкам дуже подобаються. А щоб нам було цікаво, давайте разом придумувати та зображати мовою жестів різноманітні дії , предмети та створювати образи до них. II. Введення ігрових команд: stand, sit, go, run, fly, swim, lie down, fall down, crawl, hop, jump, eat, drink, sing, dance, clap, stamp, skip. 1. Створення асоціативних символів до виконання дій і рухів T: Уважно дивіться на мене та запам’ятовуйте (учитель домовляється з учнями про техніку виконання дій): стояти – встаємо; сидіти – сідаємо; ходити – двома пальцями, ніби ногами, імітуємо ходьбу; бігати – імітуємо біг на місці; літати – змахами рук імітуємо політ птаха; плавати – зімкнуті почергово руки розводимо в сторони та зводимо, імітуючи плавання; скакати – руку переставляємо вперед невеликими ривками; стрибати – руку переставляємо вперед великими ривками; повзати – лежачу на площині руку рухаємо вперед, послідовно і повільно переставляючи пальці; лягати – нахиляємо голову вбік; падати – дві руки швидко опускаємо донизу; їсти – підносимо...
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...Journey’s are an inevitable part of life. Whether it’s an internal or external experience, the outcome of the journey itself could always be beneficial for self-growth. In “The Story of an Hour,” Mrs. Mallard, the main character, gets the news that her husband had passed away from a railroad disaster. After she had heard the news, she went away to her room and began to stare out of the window and looked out into the new spring life. Her internal journey began when “she sat with her head thrown back upon the cushion of the chair quite motionless,” and that she felt that something was coming for her and she was sitting there waiting for it to come. “ She felt it, creeping out of the sky, reaching toward her through the sounds, the scents, the color that filled the air.” Mrs. Mallard abandoned herself and uttered words underneath her breath that she as “Free,” and she kept whispering “Free! Body and soul free!” It was like she was drinking in a elixir of life while the window was open. When she arose, she walked out her room and downstairs to see someone opening up the door, and there stood Spann 2 her husband. When Richards went to reach for Mrs. Mallard, he was too late. The doctors said “she had died of heart disease- of joy that kills.” (Barnet 23-24) In the story of “Young Goodman Brown,” Goodman Brown is not only taking an eternal journey but he is also taking an internal journey as well. a journey for one night, as begins his quest down...
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...Mendacity is the trend to lie. In the case of A Cat on a Hot Tin Roof by Tennessee Williams, the Pollitt family is living in deception. Living in mendacity can cause competition in between family. The Pollitt are an un-united family. They don’t have communication, the family lacks honesty. Mendacity plays a big role in Brick’s life; on the play he blames falsehood for the cause of him becoming an alcoholic and marrying Maggie under certain circumstances. Big Daddy the wealthiest man in town needs to play the good man, lying that he stills loves Big Mama. There’s no communication neither love in their marriage. “That’s right, a ball a ball! Hell! I slept with Big Mama till, let’s see, five years ago, till I was sixty and she was fifty eight, and never even liked her” (Williams 70). In a trip with Big Mama to Europe where wanted to buy everything, made him feel uncomfortable about her behavior. As well in that trip he encountered a five years old girl, who went to zip his pants for money and which made him feel disgusted. Big Daddy knowing he is sick, he plays around making everybody thinks he is fine. “Who said I was leaving this place to Gooper or anybody? This is my sixty-fifth birthday! I got fifteen years or twenty years left in me! Ill out live you! I’ll bury you an’ have to pay for your coffin” (Williams 94). Big Daddy prefers Brick instead of his other son Gooper. Even though, Big Daddy and his son have no communication. He tries to have a conversation with Brick the day...
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...former action, one that might have had another possible outcome. Vernon Scannell deals with these feelings in his poem: A Case of Murder, in which we follow a young child at the age of 9 that is left home alone. His only company down in the basement is the family cat, a gold eyed black cat. The cat continuously irritates him by the buzzing sound that cats make when purring, he has always hated that sound. So he goes on to hit the cat with a stick, the cat hides away and hisses at him, the child joys in the cats pain, and decides to poke it. As a result that cat runs for the door in order escape this sadistic kid, unfortunately the child literally cuts off the cats escape by smashing the door into the feline, killing it. Frighten by his own excessive use of force against this cat makes him realize what just happened, he decides to hide the lifeless furry body within a cupboard. As time goes by he is beginning to hear strange sounds, catlike purring coming from the cardboard. Throughout the whole text, the cat is surrounded with some sort of evil presence, in a way Vernon Scannell makes us feel that the cat is somehow possessed by a demon of some sort, especially when he describes it; you really get the feeling that the cat is watching you. The same goes for the child, when he describes the evil grin: “He followed...
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...on the well-being of cats, a Carnivore that has moved indoors” Debra L. Zoran and C.A. Tony Buffington Journal of the American Veterinary Medical Association, Vol. 239, No. 5, September 1, 2011 Genevieve Ball Animal Nutrition 505, Dr. Shapiro October 13, 2011 Main Summary The domestication of cats can be perilous as their nutritional changes in dietary protein and caloric intake effects their metabolism, muscle mass, water intake, urine acidity levels, and immunity against diseases, all of which effect their overall feeding behavior, well-being, and physical health. 70% protein intake is considered adequate in a cat’s daily diet, however studies show that a more accurate formula for protein intake should reflect 3.3 times the cat’s body weight in kilograms (Zoran, 2011, p. 597). Adversely, persistent insufficient protein intake results in deficiencies such as loss of muscle mass and a weakened digestive and immune system, all of which result in an increased susceptibility to disease and a shortened lifespan. In order for a cat to sustain its preferred body condition and avoid obesity, whether a cat is active versus inactive and neutered versus intact, veterinarians prefer controlled meals of 25% to 35% caloric intake versus free-feeding in order to supervise the caloric and protein intake (Zoran, 2011, p. 603). Furthermore, female neutered cats only require 60 to 70 kcals to maintain a decent body condition score whereas male neutered cats require even less (45...
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...Sue was completely obsessed and in love with her gorgeous brown and orange striped cat, kangaroo, kangaroo has always been there for her throughout all of her hard times. Words were never enough to express her overwhelming compassionate feelings towards kangaroo so every day at exactly one a.m. She would hide a fish somewhere in the house and kangaroo would search her little heart out for it when she would wake that morning. As years passed by little sue grew into big sue and got very caught up in her studies and extra achidemical courses that she forgot to go fishing for more fish and didn't hide a fish for kangaroo. That morning kangaroo spent the whole entire day searching for her fish but just couldn't possible find it. So she decided to take a Nap and wait for her loving sue to come home from school. When sue came home kangaroo jumped on the table hovering over her studies and was begging her with her magical kitty cat ears to tell her where she could have possibly hid the fish, but sue would not budge and pushes little kangaroo off of the table. Kangaroo figured that she was just really stressed out from school ad would wait till tomorrow morning and be overwhelmed with two fishes as an apology from sue. As time ticked by and daylight turned to night sue never got up to hid the fish, when kangaroo excitedly woke up she immediately started her Search. When she came up empty again she filled with dread and hollowness. She came to think that sue didn't love or appreciate...
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