creative thinking and writing
Post on 26-Mar-2016
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��� ��Copy
writing
By Michele Milliken
Dictionary definition:
Copywriter
A person who writes the text of advertisements
and publicity material.
Advertisements (TV, radio, press and magazine)
BrochuresLeaflets
Direct mailWebsitesEmailers
Display material (P.O.S/Exhibition Stands)
Corporate Identity
A copywriter works in a team with an art director/graphic designer.
(Ideally.)
Words and pictures: two halves of the story.
First and foremost, both are creative thinkers.
Together, they produce creative solutions.
“The communication of a message towards a desired response.”
The response can be anything from buying a set of saucepans
to applying for a jobor donating to charity.
Words have an important part to play.
Where to start? AIDCA.
A AttentionI InterestD DesireC ConvictionA Action
Copy needs to be:
RelevantEngagingConciseFocusedAccurateHonest
...And on brief.
Avoid the temptation to:
Be clever
Be funny
Waffle on
‘Puff up’ the facts
Never write to a target audience.
Instead, write to one person sat in front of you.
Consider:Who is the client?
What is the message?
Reflect this in:The style
The tone of voiceThe language used.
Consider:The structure of your copy.
HeadlinesSub-headlines
Sub-headsParagraph length
CaptionsStrapline
Graphic treatment of copy.
Copy is written to a brief.
(And if there isn’t a brief, write one yourself
otherwise your copy will go nowhere.)
THE CREATIVE BRIEF EXPLAINED...
1.WHAT IS NEEDED?2.WHO ARE WE TALKING TO?3.WHAT IS THE ROLE FOR THE
COMMUNICATION? 4.WHAT INFORMATION NEEDS
TO BE CONVEYED?
THE CREATIVE BRIEF EXPLAINED...
5. HOW IS THE INFORMATION TO BE SUPPLIED?
6. HOW DOES THIS COMMUNICATION ‘FIT’ WITH THE BRAND?
7. BUDGET CONSIDERATIONS.8.THIS COULD BE HELPFUL.
Write benefit copy.
Don’t just write the facts, engage the audience by
writing about the benefits.
Don’t leave your audience to just work it out for themselves
- they won’t.
So: take each key message and secondary messages
add ‘which means’ at the end arrive at what the benefit is
to the target audience.
You need to know what you are saying before you can work
out how best to say it.
And finally...
ZENSProperty Business Law
N
EST2009
ZEUSProperty Business Law
FOLIOLAW FOLIO˜
Property Business Law
CORNERSTONE
WHITE CUBEPROPERTYBUSINESSLAWYERS
Folio Business Law
Established 2008
FolioBusiness Law
FOL!O FOL ! O FOL!O Business Law Limited
FOLiO
FOLIO
Business Law Limited
FOLIO
A powerful new forceopens in Manchester.
CORNERSTONEP R O P E R T Y B U S I N E S S L A W
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��� ��Thank you.
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