Creative writing

Definition, objective & approaches

What is copywriting
It is an art of using the perfect combination
of powerful, persuasive, and motivating
words to shift your goods and services.
Bulls-eye copywriting
There are 3 main components to making copy that
sells, (of course there are many, many more also.)
• 1st People do not like to be sold.
• 2nd People buy things for emotional reasons…not
logical.
• 3rd People need to rationalize their emotional
decision to buy with hard facts. They need to
support their decision.
Bulls-eye copywriting

Copywriting is about two things:

• Making you money
• Representing your business in the right light!
Any other copywriters that tell you something else
are pulling your leg
 The Creative Team

Copywriter Art Director

Creative team

Creative Concept
Copywriting & creative plan
copywriting Creative plan
is the process of the process of expressing
expressing the value the value and benefits a
and benefits a brand brand has to offer.
has to offer.
Copywriting for Print
Ads:
The headlines
The Headline
 Gives news about the brand
 Emphasizes brand claims
 Gives advice to the reader
 Selects targeted prospects
 Stimulates curiosity
 Establishes tone & emotion
 Identifies the brand
Ad in Context Example

Here is a classic case of a

headline offering the
reader advice.
Copywriting for Print Ads: The
Headline
Entice to examine visuals
 Be persuasive
 Never change typeface
 Appeal to self-interest
 Never rely upon body
 Inject maximum
copy
information
 Keep it simple & familiar
 Limit to five-eight
words
 Include the brand name
 Entice to read body
copy
SLOGANS
• Big issue , small issue …one tissue
• It’s the coolest one..
• If it is …….., you can be sure
• Life’s good
• I am loving it
• Neighbor's envy owner’s pride
• Because u’r worth it
• Inspired living
Sub Heads
• Functions
 Reinforce the headline .
 Include important information not communicated
in the headline.
 Communicate key selling points or information
quickly.
 Stimulate more complete reading of the whole ad
 The longer the body copy, the more appropriate is
the use of subheads
Some classic cases
Some classic cases
Writing the body
Important questions to ask:

• Why am I writing this ?

▫ Decide the subject
▫ Structure your thoughts on what you want to write
• Who am I writing to?
▫ Know your audience
▫ Decides the tone of the mail
▫ Decides the “TO” and “CC” list
• What do I want them to understand?
▫ What is the action we expect from each of the recipients
▫ When do I want them to take the appropriate action
The Body Copy
 crisp
 Simple
 Courteous
 Complete
 Contextual
 Not at all discriminatory
Guidelines for body writing
• Use present tense
• Singular nouns and verbs
• Use familiar words
• Vary sentence and paragraph length
• Involve the reader
• Provide a smooth visual picture
• Flow of the content is a must
• Avoid clichés and superlatives
Writing for broadcast