Introduction to Copywriting

What exactly is copy?

Some definitions:• “The text of an ad, commerical or promotion.”

[Bly]• “Written content in publications, in contrast to

photographs or other elements of layout.” [Wikipedia]

• “Words in promotions.” [Jordan ]

Four Main Purposes of Ads / Copy

• Sell products directly• Generate sales leads• Build product / company awareness• Build company image / support branding efforts

Copy Objectives stimulate sales grab attention create awareness establish brand identity establish/cue brand position and/or image create mental associations cue emotional appeal stimulate interest provide information/educate promote understanding of features, benefits, advantages demonstrate how to use/do something create brand liking stimulate brand recognition stimulate message recall stimulate brand preference or intention to buy create conviction or instill belief stimulate change of opinion, viewpoint or attitude stimulate behavior (buy, call, click, visit, donate, etc.) stimulate repeat purchases build brand loyalty remind generate buzz or word of mouth advertising create advocacy and referrals increase general category sales/awareness ***

Basic questions for any copy• What is the client’s real problem? • Can I solve the problem creatively with marketing communications? • Do I know the target audience? • Do I understand and respect the particular cultural nuances of the target? • Do I know how they feel about my product? • Do I know the product features/benefits? • What is the One Thing I can say or show about this product? • How much do I need to say or show? Do I even need copy? • How is this product currently positioned? • How do we want the product to be positioned? • Do I know the competition’s strengths and weaknesses? • What should the tone be?

Execution: Where is your audience?

Teaser campaigns

AffectiveRealm of emotions.Ads change attitudes and feelings

CognitiveRealm of thoughts.Ads provide information and facts.

ConativeRealm of motives.Ads stimulate or direct desires.

“Image” copy “Transformational ads”Status, glamour appeals

AnnouncementsDescriptive copyClassified adsSlogans, jingles, skywriting

Competitive adsArgumentative copy

Point of purchaseRetail store ads, Deals“Last-chance” offersPrice appeals, Testimonials

Purchase

Conviction

Preference

Liking

Knowledge

Awareness

Originality

When I write copy…

Should I be original?

Or should I re-use what has already worked?

Clever or Straight?

When I write copy…

Should I be clever?

Or should I be straightforward?

Tone

• Finding your voice• Emotional tenor• Look and feel, pace• Does it fit product, message, market, target

audience and “the times”?• Resonance: Invoking a meaningful emotion in

consumers (“This ad resonates with me…”)

The Creative Brief

Creative Brief

• A creative brief (strategy or work plan) is a short statement that clearly defines the audience, how consumers think or feel and behave, what the communication should accomplish, and the promise that will create a bond between the consumer and the brand.

Creative Work Plan

Key observation

Communication objective

Consumer insight

Promise and support

Audience

Mandatories

Sample Creative Brief

Creative Brief (yet another version from Altstiel and Grow)

• What do we want to accomplish? (objective)• Who are we talking to? (target audience)• What do they think now? (current position)• What do we want them to think? (reinforce position or

reposition)• Why should they think this? (features/benefits)• What is our message? (the One Thing and how you say it and

show it including tone)

General Copywriting Principles

Effective Copy is…

• Succint: As short as can be.• Single-Minded: One idea at a time.• Specific: Hones in on what’s important.• Personal: Feels like someone is addressing my needs and

talking directly to me.• Conversational: Uses informal language that sounds like

people talk (well, almost…).• Original: Doesn’t use clichés. No “ad-ese”.• Vivid: Stirs the imagination.• Daring: Ok to occasionally break grammatical rules• Assertive Yet Humble: No “brag-and-boast”.

Art or Science?

• Some aspects of copywriting are formulaic (science).– All the guidance you see in the slides, text, etc.

• Other aspects are not formulaic at all (art).– Creativity– Strategic rule-breaking

• Copywriting is an ART and a SCIENCE…

Your Goals for This Course

• Find your copywriting “voice”.• Write better copy than when you started.• Discover which kinds of copy you write best

(your “copywriting niche”)• Become more proficient at editing other

people’s copy.• Learn how to take criticism.• Overcome your writing fears.

Copywriting … How to

• When you’re not sure how to phrase it, for starters, write “like a Caveman”. Then add structure…

• Altstiel/Grow: “Write hot. Edit cold.”

• Every word matters. Order matters. Flow matters. Edit ruthlessly!– “Unedited content annoying is very to read.”

Don’t let all the copywriting “rules” drive you crazy.

Just write.