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 Affective Realm of emotions. Ads change attitudes and feelings Cognitive Realm of thoughts. Ads provide information and facts. Conative Realm of motives. Ads stimulate or direct desires. “Image” copy “Transformational ads” Status, glamour appeals Announcements Descriptive copy Classified ads Slogans, jingles, skywriting Competitive ads Argumentative copy Point of purchase Retail store ads, Deals “Last-chance” offers Price 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.