Patrick Davis advertising course teaches participants:
Transactional Ad Writing How to Draw a Crowd
How to write ad copy when you must make things happen quickly.1. How to Find the Right Idea Strategy Beats Copy
Don't worry that you're not a good writer. "If an ad campaign is built around a weak idea - or as is so often the case, no idea at all - I don't give a damn how good the execution is, it's going to fail." Morris Hite, legendary adman2. Why Shorter is Better
Customers can take no action until they've seen themselves do it in their minds. Be short, clear, concise, interesting. Don't clutter your effort. Let nothing get in the way of tight.3. Relational Ad Writing True Branding
How to write branding ads that are client-specific, rather than product or event-specific.4. Where to Begin - Choosing Your First Mental Image
Where you'll find it. Open Big Make one point: Rhino vs. Porcupine Core Message5. Keeping their Attention; Secrets of Mind's-Eye Participation
Examples of Unimaginable Ads made vividly imaginable. How to do it6. How to End - Choosing Your Last Mental Image
Close Big Going full circle If you have an important point to make...7. What to Leave Out
The danger of the "clever" trap. How to avoid empty words and why never to go looking for the "unique selling proposition."8. Dialogue, Testimonials and Humor (Nitroglycerine)
The excitement of the high wire. And why beginners should avoid trying to walk it.9. How to Make Customers Mention Your Ad
Planting a Word-Flag. Learn the power of memorable verbs. (Downloadable master list of attention-getting verbs included.)10. Slogans, Taglines and Positioning Statements
Magnetic Meter and when/how/why to use it11. How to Write Copy that Keeps Clients Sold
Getting credit for delivering exactly what you promised.Home
Training Salespeople
Leadership
Managing Inventory
Desking Deals
Order