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ADWORDS
SEARCH PPC
HEADLINES,
LARGELY
NEUTERED
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HEADLINE COPYWRITING, WANING ART
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WHATS LEFT TO BE CREATIVE WITH?
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CAN WE OPTIMIZE, STILL CUT
THROUGH CLUTTER?
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CREATIVE
NEEDS TO BE
MORE THAN,
GOODMUST
BE STUNNING
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NOT JUST ADVERTISER
COMPETING WITH
ADVERTISER
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CLUTTERED PAGES FAMILIAR,
EMOTIONAL STIMULATION
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CREATIVE COMPOSITION
TRANSCENDS ANY ONE CHANNEL
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SPIN
WITHOUT
VISION =
GOING
NOWHERE
FAST
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CRAFTING HEADLINE THEORIES:
NIMBLE BRAINSTORMING
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Start With
Statements
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SELLING
SNOW TO
ESKIMOS?
DEVELOP
PLAIN
LANGUAGE
THEORIES
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We sell multicolor snow. Tell
females Eskimos blue snow makes
males randy. Tell male Eskimos red
snow makes the ladies hot
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THEN PACKAGE THE HEADLINES
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TIMELESS THINKING
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10 TIMELESS HEADLINE WRITING
CONSTRUCTS
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COLORFUL AD-ONS
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QUESTIONS (THAT ARE REALLY ANSWERS)
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USE QUESTION WORDS
WHO
WHAT
WHEN
WHERE
WHY
HOW
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TOUT THE BENEFITS
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NEGATIVE CONSEQUENCES
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LEVERAGE THE POWER OF
BASTERDIZED CLICHS
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MEMORABLE PHONETICS
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ATTENTION! [AUDIENCE SEGMENT]
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ALTERNATIVE [KW]
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TAKEAWAYS
1. DONT GIVE UP ON CREATIVITY
2. CUT THROUGH THE CLUTTER
3. BE STUNNING
4. COUNTER EMOTION WITH COLOR
5. BRAINSTORM WITH HEADLINE THEORIES
6.THEN PACKAGE
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TIMELESS CREATIVE CONSTRUCTS
1. COLORFUL AD-ONS
2. QUESTIONS WITH A ?
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NEGATIVE CONSEQUENCES
5. MEMORABLE PHONETICS
7. ALTERNATIVE [KW]
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THANK YOU!
Join us @SMX East
NEW YORK CITY
Sept. 29th Oct. 1st 2015
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