Copywriting

101The Copycats: Alden, Ali, Drew & Lauren

What you’re in for*:

• Celebrity guests

• “Example Video”

• Messaging platforms

• Context

• Copy Elements

• Literary Tools

• Copywriting Objectives

• Best Practices

*Note: Copy cats do not condone ending a sentence in a preposition.

Messaging Platforms:

• What are they?

• How do we make them?

• What’s in it?

• So when do we write copy?

Messaging Platforms

What are they?

• Blueprints

• Roadmaps

• Who/What/How/Why

Messaging Platforms

How do we make them?

• Research

• Review

• Write

• Wordsmith

Messaging Platforms

What’s in it?

• Key Messages (who and what)

• Vision Statement (why) & Mission Statement (how)

• Brand Promise (what does it feel like)

• Differentiators (tell me more) & Positioning Statement (why you)

• Value Proposition (so what?)

• Proof Points

• About Statement

• Tagline

Messaging Platforms

So when do we write copy?

• Components of messaging platform work together to tell a

complete brand story

• About Statement brings pieces together in one narrative

• Messaging shapes all content, but is not necessarily the

content itself

Context• Medium

• Design

• Targets

• Location + timing

• Goals and objectives

Medium

• Form of content

• Dictates format

• Informs tone

• Influences length

Context

Context

Design + Layout

• Determines length

• Determines elements

(headline, body copy,

bullets…)

Context

Target audience(s)

• Determines value proposition

• Informs voice/tone

• Influences call-to-action

Context

Location + Timeframe

• Where and when will people see this?

• Determines target audience

• Informs relevancy + urgency

Context

Goals + objectives

• What’s the ultimate goal?

• What’s the call-to-action?

• Must-haves, must-avoids?

• What will success look like?

Copy Elements

• Headline

• Sub-head

• Tagline

• Slogan

• Body Copy

• Call-to-action

Copy Elements

Headline

• Key element

• Conveys main message

• Commands attention

• Part of SEO strategy

Copy Elements

Sub-head

• 1-2 sentence expansion

• Summarizes body copy

Copy Elements

Tagline

• Concise, catchy phrase used to

complete a creative concept

• Part of the messaging platform

• When an ad has its own “tagline,”

it’s called a slogan

Copy Elements

Slogan

• A phrase or motto

• More short-lived than

a tagline

• Defines a campaign

or product, not a

company or brand

Copy Elements

Body copy

• Anything more than one sentence

• The “meat” of the content

• “Romance copy”

• Adds color, context and mood

• Often followed by bullets containing details

Copy Elements

Call-to-action

• Explicit action you want

readers to take

• Think verbs

• Diction

• Syntax

• Tone + Voice

• Metaphor + Simile

• Alliteration

• Hyperbole

• Pun

• Euphemism

Literary Tools

Literary Tools

Diction

• Word choice

• Example: Use v. Utilize

Literary Tools

Syntax

• Sentence structure; Arrangement of words

& phrases

• Examples: Active voice; avoiding

sentences that end in prepositions;

repetitive sentence structures

• Famous example: MLK’s “I have a dream”

Literary Tools

Voice + Tone

Voice: Personality

• Establishes consistency

• Is about style, perspective

& personality

• Voice does not change

Tone: Mood

• A characteristic of voice

• Tone can differ across

materials

Literary Tools

Metaphor + Simile

• Metaphor: Implied

comparison between two

unlike things

• Simile: More explicit

comparison (using “like”; “as”)

Literary Tools

Alliteration

• Repetition of sounds

• See also: L’Enfant Plaza

(Convenient. Contemporary.

Connected.)

Literary Tools

Hyperbole

• Exaggeration used to

create a strong impression

or humorous effect

Literary Tools

Pun

• Word play

• Often used to be “punny”

Literary Tools

Euphemism

• “Softening” the truth

Copywriting Objectives

• Clarity

• Reinforce brand

• Incite action

• Accomplish more with less

Copywriting Objectives

Clarity

•Often THE biggest challenge for clients

•Dramatically improved with outside perspective

Copywriting Objectives

Reinforce Brand

• Copy should “ladder up” to the

messaging platform

• Voice, tone and value propositions

should be consistent with brand book

Copywriting Objectives

Incite Action

• Think VERBS

• Goal: incite action with discounts, limited-time,

guarantees, etc.

Copywriting Objectives

Say more with less

• Common challenge for clients

• More = confusing

• More = obscures call-to-action

WE USE TECHNOLOGY TO

DRIVE PEOPLE AROUND

GET THE APP, THEN FILL OUT YOUR

INFORMATION. NOW YOU CAN REQUEST A RIDE

FROM ONE OF OUR DRIVERS, WHO WILL PICK YOU

UP AND DROP YOU OFF

MOVING PEOPLE

TAP A BUTTON, GET PICKED UP IN MINUTES

Less is more

Change is in the Air.

Every bit as powerful as it looks.

Bigger than bigger.

Our most personal device yet.

Best Practices • SEO & writing for the Web

• Radio scripts

Best Practices

SEO + Writing for the Web

• Clarity and user experience come first

• Less is more

• Work primary and secondary key phrases into headline,

first half of first sentence, and once more in body copy

• Keyword-rich meta descriptions also important

• Should have keywords before copywriting is completed

Best PracticesRadio Scripts

• Two to three words per second• 15 seconds: around 35 words

• 30 seconds: around 75 words

• 60 seconds: around 150 words

• Radio scripts are short, require clear priorities

Make the most of

your Copy Cats:

● Copywriting questionnaire

● Build copywriting into budgets

● Don’t DIY!

● Come to us for proofreads,

questions