Copywriting

Copywriting: The Language of Advertising

Four types of ads in which words are crucial
1. 2. 3. 4. If the message is complicated If the ad is for a high-involvement product Information that needs definition and explanation If a message tries to convey abstract qualities
The person who shapes and sculpts the words in an ad
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Copywriter

Advertising Writing Style

Copy should be as simple as possible Should have a clear focus and try to convey only one selling point Every word counts; space and time are expensive

Practical Tips Be concise Be single-minded Be specific Get personal Keep a single focus Be controversial Be original Use variety Use imaginative description
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Advertising Writing Style

Tone of voice
To develop the right tone of voice, copywriters write to the target audience as if they were in a conversation

Grammar
Copywriters must know the rules of grammar, syntax, and spelling, though they will play with a word or phrase to create an effect Formulaic advertising copy Brag-and-boast copy
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Copywriting for Print

Display copy
Elements readers see in their initial scanning

Body copy
Elements that are designed to be read and absorbed

The Headline Key element in print advertising Conveys the main message Works with the visual to get attention and communicate creative concept
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How to Write Headlines

A good headline will attract those who are prospects The headline must work in combination with the visual to stop and grab the readers attention The headline must identify the product and brand, and start the sale The headline should lead readers into the body copy
Direct-action headlines Indirect-action headlines

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How to Write Other Display Copy

Captions
Have the second-highest readership and serve an information function

Subheads
Sectional headlines used to break up a large block of copy

Taglines
Short, catchy, memorable phrases used at the end of an ad to complete the creative idea
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How to Write Other Display Copy

Slogans
Repeated from ad to ad as part of a campaign or long-term brand identity effort Can also be used as taglines

Slogan Techniques Direct address A startling or unexpected phrase Rhyme, rhythm, alliteration Parallel construction Cue for the product Music
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How to Write Body Copy

Body copy
The text of the ad Primary role is to maintain the interest of the reader

Lead paragraph
The first paragraph of the body copy Where people test the message and see if they want to read it

Closing paragraph
Refers back to the creative concept and wraps up the Big Idea Call to action
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Print Media Requirements

All media in the print category all use the same copy elements The way these elements are used varies with the objective for using the medium Newspapers Copy does not have to work as hard to catch audiences attention Straightforward and informative Writing is brief

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Print Media Requirements

Magazines Better quality ad production Ads can be more informative and carry longer copy Directories Use a headline that focuses on the service or stores personality Little space for explanations

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Print Media Requirements

Posters and Outdoor Primarily visual Words try to catch the consumers attention and lock in ideas An effective poster marries words with visuals Product Literature Also called collateral Used in support of an ad campaign Typically a heavy copy format

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How to Write Radio Copy

Must be simple enough for consumers to grasp, but intriguing enough to prevent them from switching the station Ability of the listener to remember facts is difficult Theater of the mind
The story is visualized in the listeners imagination

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How to Write Radio Copy

Voice Music Sound effects

Radio Guidelines Keep it personal Speak to listeners interests Wake up the inattentive Make it memorable Include call to action Create image transfer

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How to Write Television Copy

Moving action makes television so much more engaging than print The challenge is to fuse the images with the words to present a creative concept and a story Storytelling is one way copywriters can present action in a television commercial more powerfully than in other media

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Tools of Television Copywriting

Video Audio Voice-over Off camera Other TV Tools The copywriter must describe all of these in the TV script

Talent Announcers Spokespersons Character types Celebrities

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Planning the TV Commercial

Whats the Big Idea Whats the benefit How can you turn that benefit into a visual element Gain the viewers interest Focus on a key visual Be single minded Observe rules of good editing Try to show the product
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Planning the TV Commercial

Copywriters must plan
Length of the commercial Shots in each scene Key visual Where and how to shoot the commercial

Scenes
Segments of action that occur in a single location

Key frames
The visual that sticks in ones mind
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Scripts and Storyboards

Script
The written version of the commercials plan Prepared by the copywriter

Storyboard
The visual plan or layout of the commercial Prepared by the art director

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Writing for the Web

More interactive than any other mass medium Copywriter challenged to attract people to the site and manage a dialogue-based communication experience Banners
Most common form of online advertising

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Writing for the Web

Web ads
Create awareness and interest in a product and build a brand image Focus on maintaining interest

Other Web formats

Games Pop-up windows Daughter windows Side frames

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Copywriting in a Global Environment

Language affects the creation of the advertising Standardizing copy content by translating the appeal into the language of the foreign market is dangerous Use bilingual copywriters who can capture the essence of the message in the second language
Back translation
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