CREATIVE CONTENT

Importants things to do in the written report ?

• Table of content

• Paginate in romain numbers

• Times New Roman

• 12 font length

• Always align to the left

• include single space lignes

• Use APA reference from Harvard

The langage in digital marketing is ?

→ Integrated, logical, persuasive

How to understand how to write better copy for customers ?

headline writing
persuasive writing

et al ?

→ means “and other writers” latin word

When you cite, don’t forget to use … ?

• Theories

• Facts

• Interpretations

• Paraphases

• Direct quotes

• Statistics/ studies

justification/ recommendation report ?

→ to propose an idea to management, to convince the decision-maker to buy the premises.

investigative report ?

→ can present the potential risks of a specific opportunities

Compliance report ?

→ It’s when an organisation wants to show accountability, it allows to prove that it is following regulations and that it is spending money properly.

Feasibility report ?

→ To analyse the outcomes of a proposed idea, It determines if the proposal will be profitable, if the deadline is feasible

periodic report ?

→ helps an organisation improve its products, services, processes or policies, it can include things like profit and loss information

Research studies report ?

→ helps you analyse a problem, includes recommendations to resolve the problems.

Situational report (SITREP) ?

→ discusses a specific topic, situations and actions to date to be completed, issues

4 main parts in introduction ?

• Purpose → includes what the report recommendations are

• Background

• Method of investigation

• Scope

Background ?

→ The writer provides information on the problem which led to the report being needed. Ex : (Begley, 2016) → secondary data

Method of investigation ?

→ It tells the reader how the investigation was carried out, tells also the number of participants that where on the research

Primary data ?

→ data the researcher found out themselves

Secondary data ?

→ information that another writer has discovered

Scope ?

→ tells about the areas of investigation, reason & consequences. It’s necessary to meet the writer’s purpose in doing the report. there’s 3 additional items in this part

Press release ?

→ it’s a brief & factual statement shared with the media to annouce an event, a product launch, follows a standard format, used to generate media coverage, attract attention from potential customers, and build credibility.

Aim of a press release ?

→ Get a journalist’s, readers’ attention

Benefits of press release ?

→ it help businesses & start ups gain visibility & credibility by sharing news with the public in a structured way, contribute to SEO by earning backlinks → generate media coverage, boost SEO, increase brand visibility, build credibility

Good headlines ?

→ Use present / future tense verb

Answer the key questions in the first paragraph ?

→ the journalist read the headline and the first paragraph.

For the readers ?

deliver the key infos early :

• What

• Who

• Where

• When

• Why

What active verbs in body of text ?

→ in a press release, use active form of the verb. It’s more dynamic, more immediate

Formatting ?

• Always use 1.5 lines spacing for media releases

• 2cm margins on either sides → text justified.

• Type “Media Release” in 36 point Times New Roman (or well used font)

• Type headline in 14 point Times New Roman

• Type sub heads in 14point Italics Times New Roman

• Type Main text in 12 point Times New Roman

• Type headline of the media release in the subject line of the email

• Type the main text of the media release in the boy of the email

Never attach … ?

→ a media release to an email, won’t be read

Fog index ?

→ Gunning fog index is about length and complexity, it calculates how many years of formal education a reader would need to read the piece comfortably

How many words for a good sentences ?

8-10 word sentences are clear & easy to understand

5 parts of a press release ? 

• Headline

• Lead paragraph

• Body

• boilerplate

• media contact

Embargo ? 

• At the top of your release, put an indicator to the recipient as to when it may be used

• Add the word Embargo and the date and time that it is embargoed until.

Paragraphs ?

→ Use 1 paragraph for each new idea and for quotations

Quotations ?

→ catch the eye of the reader (ex. “Angela said / replies / states”)

Boiler plate ?

→ Short paragraph about your organisation, included just before the end of the press release

Ends ?

→ Put “Ends” in the middle of the line after your last sentence, but before you put in the source, we can also use “####” instead of “Ends”.

Sales copy ?

→ it’s text written to persuade consumers to take specific actions (buy, sign up, download) They appear in informative media such as emails, brochures, social media content

Steps to writing sales copy ?

• Target a single focal point

• Know who your audience is

• Use engaging language and storytelling

• Keep the copy accessible, conversational, and concise (3 words max.)

• Prioritise discussing the benefits of your product, not its features

• End with a clear compelling call to action

Target a single point ?

• Sales copy isn’t an overall statement on everything your business does

• it’s meant to drive specific action, not create general interest

• identify a single focus point

Buyer personas ?

→ detailed description of someone who represents your target audience (= marketing persona, customer persona, audience persona)

Sales copy focuses … ?

→ on action

to make a customer by your product, you have to use a language that is … ?

→ compelling

Good sales copy should not be … ?

→ complicated or very wordy

Sales copy is meant to be … ?

short, so it’s better to go directly to the benefits of the product that the customer will see

Sales copy is a … ?

→ hook, not a detailed product page

Sales copy always has a … ?

purpose (buy, sign up, download)

None of that can happen without an effective CTA

a CTA should be easy to identify

Digital storytelling ?

• Identify the basics elements of a strong story and tell it well

• Assess the differences between digital storytelling platforms

• Choose the best medium and platform for your story

• Refine & shape your story

• Find your audience

• refine your digital output for max effect

• Understand what sends a story viral

• Maximise your audience & storytelling potential

• Match your message to your audience

Rule of three ?

Simple or cumulative 3 ?

Cinderella goes to the ball 3 times

Contrasting 3 ?

only the third event/thing has value - 3 Little Pigs third house.

Ascending 3 ?

each event is more significant than the previous - Jack and the Beanstalk - each thing he steals is more valuable than the last.

The W plot ?

multiple peaks and valleys of tension, resulting in 2 significant climactic moments that mirror each other, creating a reflection of the protagonist's journey.

4 tips of andrew stanton ?

• Make it relevant → 3 sec hook

• Make it uncertain, not static

• Let the audience discover the solution, by giving them parts / clues

• Your why means everything → it drives your passion and ultimately connects you with your audience on a deeper level.

Discourse analysis ?

It’s studies the ways sentences and utterances (speech) go  together  to make texts and interactions → it’s not just the study of language, but a way of looking at language as well.

4 main concerns about a language ?

• 1. Language is ambiguous. What things mean is never absolutely clear.

• 2. Language is always ‘in the world’. → always a matter of where and when it is used.

• 3. The way we use language is inseparable from who we are and
  the different social groups to which we belong.

• 4. Language is never used all by itself.

• It’s always combined with other things such as our tone of voice, facial expressions and gestures when we speak.

Text ?

It’s everything that is meaningful in a particular situation; and the basis for meaning is choice.

Texture ?

It’s the quality that makes a particular set of words or sentences a text, rather than a random collection of linguistic items → relationship between 1 set of choices and another.

2 things that makes a text a text ?

• Features inherent in the language itself

• These features that help you to figure out the relationship between the various sets of choices.

Genre ?

It’s a communication that is mutually understood by members of the community in which it occurs → characterised by a set of communication purposes that each person using the text can identify and use.

Genre analysis ?

It’s the study of the social functions of different kinds of texts

Genres are communicative events ?

• Most texts are not just trying to get only one thing done.

• The Communicative purposes of texts are often multiple and complex.

Conventions And Constraints ?

These constraints govern not just what can be included, but also how it should be included.

Creativity ?

break the rules, defy conventions and push the boundaries of constraints.

Discourse communities ?

Genres are always associated with certain groups of people that have certain common goals & common ways of reaching these goals.

Discourses ?

can exert a tremendous power over us by creating constraints regarding how certain things can be talked about and what counts as ‘knowledge’ in particular contexts.

Ways in which speech is very different from writing ?

• It’s more interactive.

• more transient & spontaneous

• most casual conversation is just made up as we go along.

• less explicit than writing.

• takes place in some kind of physical context.

Ideology ?

specific set of beliefs & assumptions that people have about things like what is good and bad, what is right and wrong, and what is normal and abnormal.

How does text promotes ideology ?

2) The ways authors construct certain kinds of relationships between themselves and their readers.
 
3)The ways authors appropriate the words of other people and how they represent those words.

What are we always doing 3 things at once ?

1) We’re representing the world → ideational function of language.

2) We’re creating, negotiating our relationships with the people with whom we’re communicating, → interpersonal function of language.
 
3) We are joining sentences & ideas together in ways to form cohesive & coherent texts, → textual function of language.

Intertextuality ?

It’s the relationship texts create with other texts. → It’s another important way ideologies are promoted in discourse.

Cultural models ?

sets of expectation that we have about how different kinds of people should behave and communicate in different situations.

Pragmatics ?

→ It’s the study of how people use words to accomplish actions in their conversations: actions like requesting, threatening and apologising.

Conversation analysis ?

focuses on the ‘methods’ ordinary members of a society use to interact with one another and interpret their experience.

Face Strategies ?

have to do primarily with showing who we are and what  kind of relationship we have with the people with whom we are talking.

Framing Strategies ?

have more to do with showing what we are doing in the conversation, whether we are, for ex, arguing, teasing, flirting or gossiping.

Involvement strategies ?

strategies we use to establish or maintain ‘closeness’ with the people to show them that we consider them our friends.

Independence strategies ?

strategies we use to maintain distance from the people with whom we are interacting either because we are not their friends or we wish to show them respect.

Involvement ?

• Using first names, nicknames

• Use informal language

• Being direct

• Talking about us

• Talking a lot

Indepence ?

• Use tiles (Ms., professor, good morning)

• Use formal language

• Being indirect (I wonder If I can borrow your pen)

• Talking about things other than us

• Not talking a lot

Framing strategies ?

Sets of expectations about what kinds of things will be said and how those things ought to be interpreted for different kinds of activities.

Primary framework ?

It is a set of expectations about the overall activity in which we will be engaged.

Communicative competence ?

It’s to know what to say to whom, when, where, and how

Corpus ?

A collection of texts in digital format that It’s possible to search through & manipulate using a computer program.