PRACTICAL COPYWRITING

(A DIY ADVERTISING WORKSHOP FOR NON-ADVERTISING PEOPLE)

Expected Output: Ade!t"#"$% C&'p&"%$ C(p)
INTROD*CTION:
Who are you and what do you expect?
PART ONE: F"!#t T+"$%# F"!#t
I, -&c.%!(u$d:
- the value of good copy
-
II, De/"$"$% Y(u! -!&$d
The Difference Between Brand Image and Corporate Image
III, K$(0 T+)#e1/ Exe!c"#e
1. T +e -!&$d2P!(duct Aud"t
identify the rand or product! what it i"! what category it operate" in!
what it" functional enefit! and the numer one rea"on it" cu"tomer" u"e it
emotional enefit
#TB
3, T+e -u#"$e## I##ue
e a" "pecific a" po""ile! "tate of the mar$et
4, T+e T&!%et 5&!.et
%. T+e C('pet"t"($
who are they and what are they "aying aout their rand&product?
6, P(#"t"e A##(c"&t"($#
7, C($#u'e! Aud"t
8, I$/1ue$ce!#
9, S(c"(-Cu1tu!&1 T!e$d#
PART TWO
I, C!e&t"$% Y(u! Ade!t"#"$% -!"e/
T+e #t&$d&!d :!"e/ d(cu'e$t: 'WT! (aatchi! )ulici" ! *cCann- it+" all the
"ame.
F"e ;ue#t"($#
What do you want to happen for your rand&product?
,ow i" your communication "uppo"ed to accompli"h that?
Who are we tal$ing to? (pecify.
What do you want to tell them in order to achieve your o-ective.
II, Sett"$% O:<ect"e#
C($"$ce ==== t+&t ===== :ec&u#e,
III, A("d"$% T+e *$$ece##&!)
PART THREE
I, W!"t"$% T+e C&'p&"%$
CLEAR> HONEST> RELATA-LE> CREATIVE
- e different
- ma$e them curiou"
- e .uir$y or funny /with caveat0
- old! controver"ial! intere"ting /with caveat0
- urgency /u"e it "paringly0
- T+e P(0e! (/ St(!"e#
II, Te#t"$% T+e C&'p&"%$
-:&c.)&!d> %!(up#
-&$( &$% t&.e&0&)
-d"d t+"# c($"$ce )(u?