1. CH 1: Intro to Copywriting

2. “A copywriter is a salesperson behind a typewriter.” Mistake to write copy for laypeople to judge, or to merely be entertaining or creative. Examples: Taco Bell Dog, Wendy’s, Drug Free America More Examples... Zeldman.com, ad graveyard

3. Zeldman.com

8. Q: What is the strength of these ads? A: They get attention. Q: Why were they pulled? A: The creative and entertaining qualities detract from the sales message. Q: What should the ads do instead? A: They should promise the viewers that they will benefit tangibly by the product/service, and provide reason to SWITCH from the competition (p. 5).

9.  Headline & Visual The promise that gives the viewer a reason to switch brands.

10. Anatomy of an Ad  Headline & Visual Here the headline is also the Positioning Line  Image of Product (Sometimes appears below)  Tagline  Body Copy

11.  Headline  Subheading  Image of Product  Tagline  Subheadings bold  Body Copy (w/ space between paragraphs)  Toll-free Phone # bold  Logo  Address & Web Site

12. Questions? Next: USP