Manifesto
What is a manifesto?
Why is a manifesto important?
A public written decleration of policy, aims and intentions of the issuer.
Baz Luhrmann - Everybody's free to wear sunscrean video.
What is the tone of voice?
Conversational, emphasis on the beginning and end of sentences.
Record a manifesto.
What kind of voice will you cast?
Your own, your friend, a professional?
Humour, not humorous, accent, emphasis?
Marks and Spencer Manifesto.
Do we believe in magic?
Yes, we do.
But we also believe that magic can be made.
And together were going to prove it.
Were going to serve, sell and make magic starting on the shop floor.
This is the platform upon which the whole business is built. And the power to improve things will be handed to those who work there and know exactly what needs to be done.
Their ideas will be listened to and acted upon.
they'll be able to access up to the minute information quickly and digitally. but more importantly they'll have the freedom to yes that information for the benefit of their customers.
So that the right stock is in the right stores at the right time.
Those stores will also be free to create their own initiatives because each store is different.
and a simple system will ensure that they all work in harmony no one gets in anyone else's way.
a bit like air traffic control centre.
its all to support our primary purpose: to serve and to sell
and these are real skill. particularly in more specialist areas.
so when they say Can i help you, the operative word is help.
were creating a culture of leaning through the constant exchange of ideas. new recruits can learn a lot from more experienced colleagues and vice-versa.
whether our customers are in stores or online, our primary purpose it to help them.
but that only comes from helping each other.
its not rocket science.
its magic
so lets serve, sell and make magic.
Use Verbs, doing words.
Its all about action.
sell, serve, move, do.
For an internal and external audience.
First customer is your employees.
Apple
Different together.
At Apple, we're not all the same. and that's our greatest strength. we draw on the differences in who we are, what we've experienced, and how we think. Because to create products that serve everyone. we believe in including everyone.
Nike.
Purpose Moves us.
Our purpose is to unite the world through sport to create a healthy planet, active communities and an equal playing field for all.
Task for phase 4:
Manifestos and tone of voice.
pick any small business (that does not have a manifesto already). Make a manifesto. Use our set template. Headline, max 10 lines of body copy (max 150 words), and a strap line or call to action at the end. Your Manifesto will feature in an exhibition at the end of the electives.
Then record the Manifesto: Music, pace of reading, VO direction, casting, professionally recorded NOT by you!! Paul can help with casting that voice, what emphasis to place and where.
This is why we are different.
At so and so we believe.
Tone of voice.
Writing.
Typography.
Recording.
I didn't kill your WIFE.
I didn't kill YOUR wife.
I didn't KILL your wife.
I DIDN'T kill your wife.
I didn't kill your wife.
Manifesto
The brand i chose to write my manifesto is a brand i am invested in called Table Tennis Daily.
First draft.
Come join us.
Share your opinions and stories.
We can go back and fourth all day.
We can help you find a sense of belonging.
We are a community that shares a notion of individualism.
transcending geography and cultures.
Come join us.
Discover a new world of sport.
A sport that is overlooked as a hobby, but understood by us.
This is not a conventional space.
We bend and break the rules of conformity.
We rebel against the grain and speak our mind.
Come join us.
We are on a journey to achieve more.
It's us against the world.
We know all the secrets, tips and tricks.
Discuss, share and confront.
Come join us.
Table Tennis Daily
We bring the fun into professionalism.
Opening up doors to a new beginning.
Ping pong with a personality.
We will give you the backhanded truths.
Improving your knowledge.
Improving your game.
2nd Draft
Wanna play?
Its more than just a game.
It is a whole new world.
We don't change the rules,
We set trends.
We create personalities.
We are the Table Tennis Community.
We get your voices heard.
We share opinions and stories.
We know all the secrets, tips and tricks.
We discuss, share and confront.
We are the Table Tennis Community.
Discover a new side of sport.
A sport that is overlooked as a hobby, but understood by us.
We rebel against the grain and speak our mind.
We don't conform.
We break down barriers and open doors to a new beginning.
We are the Table Tennis Community.
3rd Draft
Wanna play?
Ping pong, whiff whaff, bat and ball, table tennis,
whatever you want to call it.
We can go back and forth all day.
It's a fun game, but a difficult sport.
A sport that is overlooked as a hobby, understood by us.
Discover a new world of table tennis.
Backhand flick, forehand smash, topspin, backspin,
banana flick, strawberry flick.
We know all the secrets, tips and tricks.
Slap to be crap, spin to win, ghost serve, reverse serve, we know it.
Discuss, share and learn the fun way
4th Draft
Ping pong, whiff whaff, bat and ball, table tennis,
whatever you want to call it.
We can go back and forth all day.
It's a fun game, but an exhilarating sport.
Fitness, determination, skill, mentality.
Discover a new world of table tennis.
Backhand flick, forehand smash, topspin, backspin,
banana flick, strawberry flick.
We know all the secrets, tips and tricks.
Slap to be crap, spin to win, ghost serve, reverse serve, we know it.
Pick up a bat and join the community.
At Table Tennis Daily we play, share, learn and live, table tennis online.
5th Draft
Ping pong. Whiff whaff. Bat and ball.
However you refer to table tennis.
We can go back and forth all day.
It's a fun game and an exhilarating sport.
Fitness, determination, skill, mentality.
You can discover a new world of table tennis.
Backhand flick, forehand smash, topspin, backspin,
banana flick, strawberry flick.
We know all the secrets, tips and tricks.
Slap to be crap, spin to win.
We play, share and learn table tennis online.
Pick up a bat and join us.
TableTennisDaily.com
6th Draft
Ping pong. Whiff whaff. Bat and ball.
However you refer to table tennis.
We can go back and forth all day.
It's a fun game and an exhilarating sport.
Fitness, determination, skill, mentality.
You can discover a new world of table tennis.
The kicker, the roller, banana flick, strawberry flick.
We know all the secrets, tips and tricks.
Slap to be crap, spin to win.
We play, share and learn table tennis online.
Pick up a bat and join us.
TableTennisDaily.com
Final Draft
Ping pong. Whiff whaff. Bat and ball.
However you refer to table tennis, we could go back and forth all day.
It's a fun game and an exhilarating sport.
Fitness, determination, skill, mentality.
You can discover a new world of table tennis.
The kicker, the roller, strawberry flick.
We know all the secrets, tips and tricks.
Slap to be crap, spin to win.
We play, share and learn table tennis online.
It sounds impossible, but that's what we do.
Pick up a bat and join us.
TableTennisDaily.com
This is the route of emphasis i chose for my manifesto.
This is the end result of the recording.
I chose to write about the brand Table Tennis Daily as it is a brand I am fully invested in.
The brand is a table tennis online forum website, that teaches table tennis, discusses and reviews table tennis online.
Upon making the manifesto I wanted it read like a back and fourth ping pong match.
I decided to use music in my manifesto to as I felt it had a lot of dead silence.
The music I chose, was to not be too impacting, it also went with the rhythm of table tennis rally.
I used ping pong sounds at the start to show how “back and fourth we can go all day” and to lead into the rhythm of the music.
I decided to stop the music before the last 2 sentences to create more of an impact for the brand.
I chose this voice as it is the owner of the brand and he sounds like a table tennis player.
Reflections
I have learnt that copy is very difficult to make something simple and concise.
It is better to make more than one draft before finalising a piece of copy.
The copy is just as important, if not more so than the image.
The emphasis on words changes the perception of the copy.
Copy can be changed by using a different tone of voice.
I’ve learnt that when music is played alongside text it makes it more impactful than when someone is reading.
I have learnt that copy can communicate in the tone of voice as your target audience but be understood by others.
My copy writing skills have developed on this course a lot. I now know a lot more about the importance of copy and how copy is used to enhance or create advertisement.
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