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Why does advertising need clever words? With so many brand names being promoted one could argue that there is too much choice! That is where thoroughly planned copywriting comes into picture. What does copywriting achieve? Copywriting – supported by evocative images – explains the benefits of a product or service to an individual and then allows that person to make a considered decision based on facts, aspiration and association. The simplest definition of copywriting is: it is the art of converting or translating clients brief on product/service into a selling proposition to defined target audience through mass media. But before you write a single word you have to consider your general approach to copywriting. If your attitude is wrong, then however much you write, whatever good words you use, your readers will know that you are not 100% committed to communicating effective message. Like a wooden stool there are 3 supports to provide creative stability to your copy. Remove one support and your creative argument and integrity topples over. 1. Involvement – between the consumer and seller(usually through creating an empathy in a desired lifestyle). 2. Reward – in terms of personal gain, to a consumer for purchasing a product. 3. Fun – the third vital element which concerns ‘you’ the writer more than the consumer. ‘Fun’-refers to “enjoying the job” of writing. Without it, no matter how serious or frivolous a product may be, the conviction behind your words will never become apparent to the consumer. Getting to know what makes people listen,…read,…continue to watch,…what you have to say…that you can write effective copy. Hence as a first step, it’s a good idea to look at the basic ingredients of copywriting. It is: 50% information, 15% inspiration, 25% personalization, & 10% perspiration An important aspect of this balancing act is to understand your audience. You have to adapt your style and tone of voice to establish a rapport and hence credibility with your intended reader, viewer, listener and so forth. This is equally important whether you address a buyer of soap-suds or the managing director of the board. A copywriter should know that – most advertising techniques which worked 50 years ago still work today. Consumers will buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on. News, curiosity and self-interest have always been powerful factors in making good ads. Words such as announcing, New, Now, Free, Yours, Quick, Easy, and Last Chance has never lost the pulling power. People are still interested in health, wealth, popularity, comfort and security.
Too often men/people state opinions. The principle job of an advertisement is to sell goods. the opinions are not even boiled-down opinions of large group of people. Make every advertisement a complete sales talk. How is Copywriting Related to Sales Process? Copywriting is NOT just the art of eloquent writing. for example: What kind of advertising headlines attract the most readers? What kind of pictures get the most attention? What sales appeal sell the most merchandise? What kind of advertising copy is most effective in selling your product or service? It is easy to get opinions on these questions. You must consider copywriting as primarily a selling skill. you should use layouts and illustrations in which salesmanship comes first and art second. Hence in planning an advertising campaign. Do not assume that the reader will learn from future advertisements the selling arguments that you fail to include in today’s advertisement. Refining it further a copywriter is a sales person who manipulates words within communication media. Therefore. subliminal or combination of all three. What is a Copywriter? According to Oxford English Dictionary. It is hard to get facts. It is an old rule but good rule to write every advertisement as if it were the first and last word on the subject. all conjectures. sales that are profitable. They are merely personal opinions. a copywriter is ‘ a person who writes text for advertisement or other promotional material’. is to clear the decks of all opinions. A particularly effective copywriter is someone able to balance and integrate the marketing and sales principles of a specific industry sector with provocative writing that explains the benefits of product or service. the first step a copywriter should take. He must remember that there is just one justification for advertising: Sales! Sales! Sales! that are immediate. It has often been said that the greatest crime an advertisement can commit is to remain unnoticed. sales that are abundant. Do not depend on the reader having read any previous advertisement for the product you are selling. This enables them to assimilate various pieces of information into finely tuned message. A copywriter needs to possess an above average degree of original thinking. persuasive. Which boils down to the fact that a copywriter needs to make your product or service: Attractive Interesting Desirable Actionable = AIDA . Put every important selling point into every advertisement. all prejudices. Bring in every important sales argument. Not facts.The most difficult things a copywriter discovers in the study of advertising are facts. The literary style may be informative. all theories. And in many cases.
. Self.interest News Curiosity Quick. simple language. Has a good imagination 8.Who Makes a Good Copywriter? Those who have remarkable ability – to pin-point. This in order to impress your offer on the mind of the reader or listener. Has a good sense of humor. Make your headlines suggest to the reader that here is something he wants. totally interested in what makes people ‘tick’ 7. On broad analysis it has been concluded that there are four important qualities that a good headline may possess. 3. be sure to get that news into your headline in a big way. Sees both sides of an argument 5. Has an insatiable curiosity about how and why things work? 2. easy way. in words and pictures. 2. The headline “Corn gone in 5 days” or “Money back” offers something that certain readers want and want badly. try to get self-interest into every headline you write. This rule is absolutely fundamental of good headline writing. concisely and with originality. and something he wants. something direct. 2. the key benefits of a particular product or service. Is worldly wise 4. You have got to catch his eyes or ears with something simple. Can take a logical approach to technical matters 9. Is often asked for his opinion 6. 4. sounds or images. such as a new product or a new use for an old product. IMPORTANCE OF HEADLINE The best headlines are the ones that offer something. pictures. They are: 1. First and foremost. Hence try and follow ……… FIVE RULES OF WRITING HEADLINE 1. They interpret those benefits convincingly. A good copywriter needs to possess or develop certain qualities: 1. Looks at a word or situation and conjures up images to match? 3. part confidant. Part teacher. it is necessary to put in into brief. through text. If you have news.
They are telegraphic. Take the cheerful. Next to sit down and write beginning for an advertisement. Try to suggest in your headline there is a quick and easy way for the reader to get something he wants. The opening sentence must be good or reader will lose interest. If you want to write enthusiastic copy. but curiosity by itself seldom enough. They are specific. 4. The experience copywriter knows that the most important part of an advertisement is the beginning. They have few adjectives. Brevity in headline may be an excellent quality. but it is not so important that all else should be sacrificed for it. 3. Write the way you want to write.3. Use your headline to a hook – to reach out and catch the special group of people you are trying to interest. Avoid the headline that merely provoke curiosity. Get the big point of your advertisement into your headline. positive angle. Forget them. 5. Avoid when possible. Curiosity combined with news of self-interest is an excellent aid to the pulling power of your headline. How to Avoid Mental Hazards (while writing copy) The mental hazards hat discourage writers is he knowledge that their copy will be judged by the following critics: • The copy chief • The account executive • The advertising manager • The sales manager • The MD / President • And perhaps several other officials Each has his own ideas about copy. However do not make your headline so short that it fails to express your idea properly. Ignore them. They are curiosity arousing. headline that paint the gloomy or negative side of the picture. . 4. It is more important to say what you want to say – to express your complete thought even if it takes twenty words to do it. They are fact packed 2. Trying to please all is a formidable task at any given point of time. you must banish critics from your mind entirely. (FACTS): Here are some of the thing you should notice about the various Reader’s Digest opening: 1.
Unconsciously you will produce little touches that arouse and stir to action. May be first few paragraphs will sound impossible. Write furiously. In this way you can produce copy that is both lively and acceptable. This same plan helps you overcome two other mental hazards: 1. (But collecting facts is hard work). 2. Believe in what you are writing. Remember that enthusiasm is as contagious as measles. However give facts interestingly. If you write with the prejudices and preferences of other people uppermost in your mind. But emotional copy goes deeper. Keep on writing. Later go over it in cold blood and cut out the things your critics will object to. Write as if you had put all your thoughts on paper in next few minutes or loose it forever. Skillfully combine the two and you will make the reader get up out of his chair and start for the store. The things you are not allowed to say about the article you are selling. 2. Do not bore people into buying. enthusiastically. Then run pairs of ads in the same position in the same publication with an offer Buried in the copy. Get excited! Get worked up! Tell yourself you have got the biggest piece of news to tell since the man walked on moon. go to bathrooms . Action – that’s the vital quality that the emotional copy possesses and that ‘reason why’ copy lacks. what benefit you are going to promise. you will produce a real selling copy. Never mind. you will produce copy as correct as schoolchild’s essay. Put all the power of a runaway locomotive into it. How To Build Great Campaigns? 1. Then start to write. It gets into those lower portions of the brain where love and hate. The average family is exposed to more than 2000 ads a day. It spreads from speaker to listener. 4. Make your copy sizzle. The more facts you give – the more you sell. Give facts: Consumers are interested in facts. ‘Reason Why’ appeals to reader’s intelligence and makes him nod his in agreement with you. Somewhere. and not its form.And write fast. Another technique is to prepare series of ads each built around different promise. Use a process of self-hypnotism. The selection of ‘Right Promise’ is vitally important. Some of the things you write will work on the emotions of your reader in subtle ways perhaps unknown to yourself. from author to reader. When you build a campaign your most important job is to decide what you are going to say about product. The things you must say as a matter of advertising policy. Write fast. and fear and desire are. Build your campaign around a ‘Great Idea’ or else it will flop. Both types of copy are important. but utterly lifeless. Hence people have developed a technique o skip ads. 3. What you say is more important than how you say it What really decides consumers to buy or not to buy is the content of your advertising. Do not rely on guess work. somehow. Get steamed up.
Be sure they won’t buy from bad mannered advertisement either. Do not be a copycat. year after year. and grow rich in the process. 10. your voice must be unique. They present a persistent image to the world. on the assumption that your clients intend to stay in business forever. Ads seem to sell the most when it is written by solitary individual. 8. It is your business to make your clients’ voice heard above the crowd. Do as you would be done by. The manufacturer who dedicate their advertising to building the most sharply defined personality for their brand get the largest share of market at the highest profit. every radio program. but cannot write them. Make your advertising contemporary. but one glance is enough to tell them/her that ad is too boring to read. Plan your campaign for years ahead. and if advertisement is a salesmanship in print. 11.during TV commercials. but a long-term investment in the total personality of a brand. They/she glance at more. If you are lucky enough to write a good ad. every TVC should NOT be a one-time shot. You wouldn’t tell lies to your own wife. Every ad should be thought of as a contribution to complex symbol which is Brand-Image. The Image and the Brand. If people do not buy from bad-mannered salesman. Never writ/release advertisement which you wouldn’t want your own family to read it. Committees can criticize ads. 7. Thousands of brands. It is the total personality of a brand rather than any trivial product difference which decides its ultimate position in the market. 6. similar products are fighting for space in their/her mind. 9. . Good products are and can be sold by honest advertising. Please do not make a mistake of discarding/discontinuing the ad before it looses its potency. 5. Be well mannered but do not clown. Build sharply defined personalities. Don’t tell them to mine. The average woman/consumer now reads only four of the ads which appear in the average magazine. If you want your voice to be heard above the ear-splitting barrage. repeat it until it stops pulling. What a miracle it is when a manufacturer manages to sustain a coherent style in his ads over a period of years! Every ad.
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