Create Compelling Copy: The secret, yet simple approach to nailing it quick

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What You’ll Learn:: 

What makes copy compelling? Well, what stops YOU in your tracks? Guaranteed it isn't the use of dead words like 'solutions' and 'paradigm.' Great copy starts with simplicity and then delivers an unexpected yet emotional punch to the reader—inspiring an action, a response, a share, and more. But it's not always easy to deliver, is it? Good news: Through improvisational writing and before-and-after copy exercises you will be able to successfully tap the creative corners of your mind—even when you're under extreme pressure to perform. These methods will allow you to quickly write copy people want to read, share and act on. Join CBD Marketing's Executive Creative Director Mary Olivieri. Learn how to change the way you think to improve the way you write—so that you deliver prose that is must-read and must-share for your audience every single time.

Key Takeaways:

  • Free association exercises to let the words come freely
  • Creative translation exercises to breathe new life into your words
  • How to uncover hidden words and topics by using unconventional inspiration
  • The creative process that transformed the marketing of James Hardie Building Products, BASF & Firestone
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Broadcast: 
June 2016
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Presenter bio: 

Mary Olivieriis the senior vice president and executive creative director of CBD Marketing, an integrated marketing and PR agency. She is also a student of the Second City Training Center in Chicago. Drawing on more than 25 years of copywriting, she has helped scores of writers create material that triggers an emotional response in readers. Her custom-created, improvisation-based writing exercises have been called "Zen-like" and "ground-breaking." Mary is an award-winning advertising and marketing professional in B2B and B2C. She has created internal and external marketing communications and has given voice to multiple brand personalities, including Firestone, Pringles, Harley Davidson, Coca-Cola and Dos Equis' Most Interesting Man. Her book, "Yes, and…! The Improvisational Approach to Inspired Writing," was published in 2015.