1. COPYWRITING
Expressing the values and benefits a brand has to offer through written or verbal descriptions.
Able to comprehend and then incorporate the complexities of marketing strategies, consumer behavior, and advertising strategies into a brief yet powerful communication!
Need for vast information
Creative Plan (Copywriter and Art Director)
GOLDEN

2. MAIN COPYWRITING RULE!
KISS!
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3. COPYWRITING FOR PRINT
Headline: Should motivate the reader to move on to the rest of the ad.
Know basic purposes/types- not an exhaustive list!
Pages
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4. HEADLINE GUIDELINES Major persuasive component!
Appeal to reader’s self interest!
Inject maximum info without wordiness.
5 to 8 words!
Include brand name
Entice the reader to read the body copy or examine the visual.
Never change the type faces within headline.
Use simple, common, familiar words.
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5. SUBHEAD
A few words or short sentence that enhances or supplements the headline.
Heuristics (Rules of Thumb):
Smaller print thanheadline.
Can communicate more complex information than the headline.
More Copy = More need for a Subhead!
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6. BODY COPY
Text portion. Must coordinate with other components and should advance the strategy.
Straight-line
Dialogue
Testimonial
Narrative
Direct response
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7. GUIDELINES FOR BODY COPY
Present tense
Singular nouns and verbs
Active verbs
Familiar words and phrases
Vary length of sentences and paragraphs
Involve the reader
Support claims
Avoid clichés or superlatives
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8. COPYWRITING FOR CYBERSPACE
Style influenced by techno-babble.
Not creative nor persuasive (not in book).
Annoyance issues.
Generally follow print guidelines but assumes a more active audience- a lot of need for direct response copy.
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9. COPYWRITING FOR BROADCAST
Very different from print!
Fleeting exposure!
GOLDEN

10. RADIO
Very much under-appreciated and may be the most creative outlet for copywriting!
Goal is to stimulate the imagination!
“THEATER-OF-THE-MIND!”
“Audio Wallpaper” problem! Or in other words, no active listening!
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11. RADIO FORMATS Music Dialogue (boring- use humor).
Attract attention, enhance recall, and integration.
Dialogue (boring- use humor).
Announcements (good for live broadcast).
Celebrity Announcer.
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12. GUIDELINES FOR RADIO COPY
Common, familiar language.
Short words and sentences.
Stimulate the imagination.
Repeat the name of the product.
Stress main selling point(s).
Use sound/music with care.
Tailor copy to the time, place, and audience.
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13. RADIO PRODUCTION
Use word count guidelines DAMN IT!
PAGE 393!
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14. COPYWRITING FOR TV PAGE 438!
Must be highly sensitive to visuals and motion.
Use of the storyboard
Script Specifications (Radio and TV)-
PAGE 438!
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15. GUIDELINES FOR TV COPY Use and support the video.
Coordinate the audio with the video.
Sell and ENTERTAIN!
Flexibility (15, 20, 30, 60 second ads).
Use copy judiciously.
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16. OTHER COPY ESSENTIALS
Slogans
IBP
URL/Signatures
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17. COMMON COPYWRITING MISTAKES
Vagueness
Wordiness
Triteness
Focus on cleverness- Creativity for creativity’s sake! Remember the message strategy or objective!
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