A – Z OF COPYWRITING

For:
• Aspiring copywriters
• Marketing Execs
• Brand enthusiasts

BUSAYO ‘JAGZ’ AKINJAGUNLA

PURPOSE OF THIS BOOK
Hello friends, as a brand communications practitioner for a couple of years and based on my
experience coming into the ‘industreet’ I have discovered the gulf between those who are in
the industry and the upcoming ones. Coming into the industry, I didn’t know what I wanted
to do. I just knew I loved advertising. I was lucky to get some guidance but not every aspiring
writer is that lucky. This book is aimed at shedding light on all you need to learn and
understand as a copywriter. It’s also a great read for anyone in marketing and
communications because it helps you understand how words and content can make a
difference in helping your brand meet its objectives. I believe so strongly that for some, you
will relearn some things because the world has witnessed lots of changes especially with the
advent of digital marketing, artificial intelligence and generally how technology is changing
the game. For some, it’s going to be a refresher course that keeps you updated on some of
the things you know or have learnt in the past. Furthermore, a lot of marketing texts you
have read were written to suit the context and experiences in countries such as America or
Europe. This book focuses on our environment here in Nigeria; therefore, you can relate
with the peculiarity of how we do marketing here and the psyche of our people. I hope you
enjoy it.

Peace.
COPYWRITING LIKE A BREEZE
Copyright ©December 2020
ISBN -------------
All rights reserved. No part of this publication may be reproduced, distributed, or
transmitted in any form by any means without the permission of the writer except in the
case of reviews and other non-commercial use permitted by the copyright law. For
permission to use, send a mail to akinjagunlaolubusayo@yahoo.com.
Book design and production by:
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APPRECIATION
My deep appreciation goes to God for inspiration. Also, I would like to thank my family
for being a place of refuge, strength and succour. My mentors and bosses for allowing
me to use their platforms. My friends for making me laugh.
CONTENT

01. Definition of Copywriting

02. Unique Selling point
03. Tone in Writing
04. Elements of Copywriting
05. Persuasive Copywriting
06. Psychological Techniques
07. Positive Copy
08. Lifestyle as a Copywriter
09. Opportunities in Writing
10. How to price as a Copywriter
11. How to get Jobs as a Copywriter
INTRODUCTION
February 10th, 2018
It is 6:58 pm Nigerian time, tufts of clouds are gathering, a downpour is imminent.
There is a smile on my face (I had just seen a Josh2funny skit) as I type these words on
my ASUS mini laptop. And like for most writers, you wait for the story or inspiration to
perch. Such was the case for me with this book; It perched, and boy! It never left me.
I won’t bore you with my profile, it should be somewhere on the cover pages, I think.
Enough of me. How are you? Yes, you reading, I believe it’s safe to conclude that you
picked up this book because you are interested in learning a thing or two about
Copywriting. Some years ago, I was like you, but at the time you could hardly find
materials that would jumpstart your copywriting journey.
Fresh out of school, I knew I could write, perhaps the only thing I had been applauded
for my entire life. It’s not much of a task putting my thoughts on a sheet of paper. I
wanted to write. I had fire in my bones. So, I barged into an Ad agency somewhere in
Ikeja, the moment I got through the door, boy! I blanked out. The receptionist asked
what I wanted and for the umpteenth time in my life, I had made a mockery of my
bloodline, again. What point am I making exactly? It is that aspiring copywriters should
be guided.
This book will shed light on the act and art of copywriting, as it brings it home the Naija
way.
I will stop typing now as I need to watch a premier league match.
My team lost, again. You guessed right! Arsenal.
February 12th, 2018
I am feeling today is a good day to start writing on copywriting – the crux of this book
of course. One of the reasons I love copywriting is that it makes you a rounded human
being, I can’t think of any job more interesting. You have the opportunity to work on
several brands across many industries. Enough said, let us plunge in.

01

What is Copywriting?
It’s the optimum use of language to persuade or promote.
I also love to define it as any text with marketing embedded.

OPTIMUM: The correct /accurate way to communicate i.e. style, flow, words,
vocabulary etc.
USE: It’s an art with a purpose which is to evoke emotions or change behaviour.
PERSUADE: Communicating correctly through language to take the reader from just
reading to acting.
Therefore, it’s an art that must be taken seriously, the ultimate purpose is for the
reader to ACT. If it does not make the reader ACT, then it did not fulfil the purpose
intended.
WHY IS COPYWRITNG IMPORTANT
It’s important because you are in a war with competing brands. People see marketing
messaging daily; sometimes copy is what makes you stick to your prospect.
Content is king. Every brand is leveraging on content to woo its audience. The desire for
content is insatiable. You can’t have content without copy, can you?
As a copywriter, one of the main tasks you are saddled with is to communicate
optimally the benefits of a product and service.
Benefits are the good things/promises a prospect will gain/ enjoy when they engage a
certain product or service.
The attention span of people these days have dropped, so before your prospects ‘fall
off’ you must do well to quickly communicate the benefits. There is a drop of
selfishness in every human being, we care for ourselves first. You don’t buy peanuts or
pizza because you like the face of the seller, do you? Hell no. You buy to satisfy your
cravings and needs. So, the copywriter must be able to accurately communicate
benefits.
Benefits can be broken down into two: Hard benefit and Soft benefit
Hard benefits: As the name suggests, these are ‘concrete’ benefits that are measurable
or tangible.
For example, it saves time, saves money, faster, makes money, durability etc. A kettle
boils faster than a competing product or a bulb saves more energy than a competing
product. These are powerful facts a copywriter must look out for to explore.
Soft benefits: These are benefits that are emotional /subliminal such as convenience,
fun, style, fashion etc. For example, when you buy a bottle of Coke sometimes it goes
beyond just quenching thirst, it’s how it makes you feel. Every so often, you can’t
explain it. Another example may be a designer brand such as, GUCCI, FENDI, or ADIDAS.
it’s more emotional than concrete. A copywriter must be able to glean out these soft
benefits from a product and service and tactfully communicate. This is the reason
research is a handy skill a copywriter must acquire.
Some products or services could have both hard and soft benefits depending on the
industry or context such as quality.
It’s important to note that hard benefits work more in B2B while Soft benefits work
more in B2C.
The most successful ad campaign in history was the Volkswagen ad of the 1960s. This
was because the campaign was sold majorly on the benefits of Volkswagen which was
seen as not fashionable at the time. This campaign was a mixture of both hard and soft
benefits.
Image Credit: Google
The images above show the sheer brilliance of how the copywriter conveyed the
benefits of those two automobile brands.
The Daihastsu minibus is conveying the benefit of having more space or room. The hard
benefit is visible.
The Volkswagen car was introduced into the American market in the 1960s when big
sedans and other automobiles were common. Volkswagen leveraged on the benefits of
being a small car which meant that it consumed less fuel and didn’t need a large
parking space.
These are hard benefits and the copywriter did a great job by communicating optimally.

Features of a product must be conveyed as a benefit.

One way to access if the benefit was communicated properly is to put yourself in the
shoes or position of the consumer.

E.g.
Brand/Product Feature Benefit Copy
Loreal Improves the Feel attractive Because
appearance of hair you‘re worth
it
 Coca-cola Quenches thirst Feel refreshed Open
happiness
DSTV Explora Unrivalled Be in full control Feel every
Entertainment moment
Dettol Kills 99.9% of germs Feel protected Be 100% sure

Image Credit: Google

The mistake companies make is that they are too self-centered or focused. People are
less interested in your company and how long you have been in business. People only
care about the benefits they can enjoy.

THE SELF – SELL LINE: This is an elementary principle copywriter must understand. This
says that as illustrated below:

COMPANY selfish PRODUCT sell CUSTOMER

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This explains that the focus of the messaging can fall anywhere along this line. The
nearer the focus of the copy to the company, the more selfish it becomes and less it
will sell. As it moves nearer to the customer, the more it will mean to the target
audience, and the more of it will sell.

There are two ways to tactically convey the benefits of a product, they are; Negative or
Dark Art and Positive Communication Style.
A copywriter will have to look at the product or service critically to see which works.
Though most copywriters/advertisers recently use positive communication. Depending
on the product, the negative still works magic.
Negative Communication: This communication is driven by pointing out to a prospect
the consequences of not using the brand or its offering. This tactic is meant to create
fear and insecurity, coercing the prospect to act quickly.
The Listerine brand did magic with this style of messaging, they were able to conjure
the word ‘chronic halitosis’ which they have successfully used to drive the consumers
to act.
Another industry that plays a lot with this type of messaging is the Insurance sector.
They paint a picture of the harm that could befall the family or person left behind
without insurance.

Image credit: Google

Positive Communication: This is the modern style where brands inspire and encourage
the consumer to make better choices without feeling coerced. Consumers these days
are more informed and cannot be tossed to and fro. They have the internet to check
reviews and get more information, hence, the ‘fear’ message may be a little old
fashioned.
Contrary to old Listerine messaging that communicates fear, Clorets employed
inspiration and encouragement

Image Credit: Google

• A Little digression
Let me say this, the wellbeing of the mind and body is key to the creative process. I
would advise doing physical exercise such as walking or jogging and music to start
your day. It keeps the body in shape and there is unusual alertness that comes with it.
The feeling is different on the days I do my roadwork and days when I do not.
Before I write on USP (Unique selling point), I will further emphasize the importance
of a copywriter in any organization. I think every organization must hire a copywriter,
why? Because no organization can survive without marketing. There is no marketing
without content and no content without a copywriter. Another reason is that there is
saturation in the airwaves in the marketing messaging we hear daily. Every
organization needs a skilful copywriter to aptly appeal to the needs and emotions of
the brand’s target audience.
The job of a copywriter is way beyond some fancy catchphrases, it transcends to
ideation, web copies, SEO articles, content writing, captions, strategy etc.
So, enough of that. Let’s dive into USPs and other stuff.
02

UNIQUE SELLING POINTS (USP)

These are benefits that are unique to your product and service. It is the job of the
copywriter to look at the product and service to pick out the USP. But truthfully, it
should not be hard to see the unique selling point of a product or service if there is.
A strong USP can be:
• The only product that offers a particular function.
• The only supplier to offer a particular range of services or set of skills under one
roof (the ‘one-stop shop’ narrative).
• The only product, service or company of a certain type in a particular location.
• The leading or largest company of its type, perhaps in a particular location.
• The cheapest product or service of a particular type.

However, not all products will have a USP not to mention a strong USP. How do you
compel your prospects without a USP?
It’s simple.
1. Communicate benefits.
2. Make it clear and convey the values.
3. Compel the AUDIENCE: Give a reason to switch such as special offers, free
consultations, discounts etc. Not being unique is not necessarily a barrier to
success, but failing to connect with the audience certainly is.

PITFALLS IN COMMUNICATING BENEFITS

1. HONESTY: In your bid to communicate the benefits of your product or service to
your consumers, the copywriter must be careful not to over-promise and under-
deliver on the benefits of the product. Once the audience tries the product and it
under-delivers its benefits, that may be fatal. Word of mouth is still the most
effective way to make or mar a product.
2. SIMPLICITY: Copywriters can be caught in the web of fanciful writing, thereby
confusing the prospects. It’s important the writing should be done with style and
finesse but not at the expense of simplicity and clarity. The best copies are
simple and clear.
03
TONE IN WRITING

This is an important aspect of copywriting which talks about the tone or ‘how to
say it’. It is interesting to know that brands can become personalities through
their tone of voice in written communication. Brands are known to usually stick
to a particular font style, colour, character, templates etc. So also, brands can
have a style of messaging. It is the job of the copywriter to understand a brand
and craft a tone of voice that would resonate with the personality of the brand.

When a brands style of communication is inconsistent, it’s tantamount to a

brand changing its colours and logo with every communication, which we know is
a recipe for failure.

No one likes a person who speaks from both sides of their mouth. No one loves
to do business with an inconsistent person. Therefore, brands must have a
consistent personality, style and messaging.

Definition of Tone of voice

This is simply the personality or style of a brand as expressed consistently
through written words.

For example:
HEY, PREPARE TO GET HOOKED
Yo! We’re AZ solutions, your plug for internet and online support. Keeping you
ahead of the park is what motivates our team to show up at work daily. Prepare
to get hooked, because you will keep coming back for more after engaging with
our services.

This is a brochure from an IT solutions company. From the tone of this writeup,
you can sense that this is a youthful, trendy and vibrant IT solutions company.
They used trendy slangs, and well, a bit of sex appeal. You can also sense that
they are risk-takers and slightly unconventional. You sense these are not the guys
who come to work wearing a big tie and holding a briefcase.
 Now, this style could work in their favour and also against them. Their style
would appeal to companies or individuals who are vibrant, risk-takers, trendy
and unconventional etc.

While some other companies or individuals might perceive them as

unprofessional for an IT company.

Importance of crafting a tone of voice for your brand

• A perception of Solidity: When your style is consistent, there is a
perception of a brand that’s well planned and structured by your prospect.
• A perception of Honesty: When your style remains consistent, your
prospect perceives your brand as original and true to itself.
• A perception of Trustworthiness: A uniform style breeds a perception of
reliability and trust. People love to do business with people who they can
trust. No one wants to do business with anyone who keeps changing
radically.

GUESS WHAT? IN BUSINESS PERCEPTION IS EVERYTHING.

HOW TO CRAFT YOUR TONE OF VOICE?

Like we said earlier, it’s always a great idea as a brand, small or big, to first
identify its personality based on its offering and then the tone of voice flows
naturally.
There are 12 brand personalities, but you can craft yours. Some examples are:
The Magician: This is a personality that brings you a transformative and immersive
experience, for example DisneyWorld. From the personality, you can already imagine
that the tone of their copies or messaging and graphics should be descriptive,
entertaining, fun and enraptures you in fantasy.
Image credit: Google
The Sage: This is a personality who loves to share knowledge E.g. Universities,
Research Institutes etc. Here, you can imagine that the tone of their copies would be
mature, detailed, educating with lots of illustrations, advisory etc.

The Outlaw: This personality seeks revolution in the industry or sector it plays i.e. doing
things differently E.g. Apple products. The tone of voice will be persuasive,
revolutionary and forceful.

Image credit: Google

WRITING LIKE YOU TALK
It’s always important that you are simple when writing to prospects. Avoid unnecessary
jargons and vocabulary. Your prospective buyers may not understand or get turned off
when you are too complicated with your messaging. It’s the job of the copywriter to be
simple, clear and compelling at the same time. Simplicity and clarity will ensure you are
not speaking above your prospects.

Our powdered mixture is best prepared with tepid water to avoid it being impaired …

Here, your prospect may have to check the dictionary to understand what ‘tepid’ and
‘impaired’ means. Isn’t it safer to say?

Our powdered mixture is best prepared with warm water for optimal quality.

WRITING FOR CUSTOMER A

It’s important that whatever medium you are using for messaging to your prospect, do
not write as though you are on a podium or high platform addressing a crowd.
Everyone desires to be valued uniquely and not seen as a member of a crowd. Always
write copies as though you are talking one on one and not one too many.
We have received feedback from some of you and are excited about how some of you
have invented great ways to use our product.

This already sounds like someone talking to a large crowd with a microphone in hand,
instead, this could be written as:

Your feedback has been pretty impressive and we are excited about how you have
found new ways to use our product.

RELEVANCE

We have discussed the importance of having a consistent tone of voice based on the
character/personality of the brand. However, some circumstances may need to be
tweaked for appropriateness based on:

MOOD: For example, your brand personality or character is playful and liberal.
However, there may be some instances where your messaging has to be ‘serious’ E.g.
writing a B2B mail, giving a direction for the usage of the brand, as well as giving an
instruction etc.

MEDIUM: No matter how ‘serious’ a brand is, messaging on social media platforms
must be light-hearted to endear to the audience.

AUDIENCE: Brands that may possess different sets of a target audience, the tone must
be unique to each target. An example is a brand like Milo or Indomie. The way it
communicates to the adults or mothers will differ from when it is communicating
directly to the kids.
*A Little digression

But let me say this, as a copywriter in this digital takeover facilitated by the COVID-19
pandemic, the opportunities are ridiculously huge. Content writers are the most
sought by most companies because content marketing has come to stay. Brands know
that for them to be relevant and rank high on search engines, they need to up their
content game. Asides from search engines, every brand want someone who will come
up with great content to keep the audience locked on their platforms a little longer.
This is the best time in the world to be a copywriter.

Now let’s move on to the Elements of copywriting.

04

ELEMENTS OF COPYWRITING
There are several aims and objectives of copy and the art of copywriting. But there are
certain elements of copywriting that are similar or familiar. For example, every copy
should have a headline, body copy, Call to action (CTA) etc.

HEADLINES

The headline is the first and most important part of a piece of copy, be it a brochure,
web content, print ad, social media ad etc. In some cases, the headline is the only copy
in the ad. Here are reasons you must place the utmost importance on your headline:
• It’s the first thing your prospect sees.
• If it doesn’t grab attention or arouse interest, money has been wasted (see
details in Guidelines of copywriting).
• It sets the tone for the body copy.
• It explains or establishes the image or photography in the ad.
We have discussed earlier that as a rule of thumb, the headline must be able to offer or
promise a benefit to the prospect. As we have seen, the features of a product do not
mean much to a prospective buyer, all he cares for is himself/herself. Does this product
help me save time? Does it help me save money? Does it remove my acne? Will I be
more attractive? etc. You can save the features and the antecedents or history of your
brand on your ‘About us’ page on your website or anywhere else.
See these examples:
1. Discover Superdent’s Super Sparkling Gel
2. Be the new cool with Superdents Super Sparkling Gel

From these toothpaste headlines, we can see that example 1 tells the prospect to
‘discover’ and also tells them about the new product feature. Looking closely, a
prospect will easily get disconnected because he doesn’t see himself as the protagonist.
But in example 2, we see that it talks about the prospect. It paints a picture of coolness,
confidence and charisma that the prospect stands to benefit from interacting with the
brand.

STRUCTURE
I like to say that in today’s copywriting, there is no particular rule or structure that must
be followed. I feel that different copywriting projects and different industries /sector
may differ. For example, most highly technical sectors such as IT, features are as
important as the benefits to the prospect. But as you keep on writing and getting
familiar, you would intuitively know how to structure your copy.
OPTIONS FOR STRUCTURING
Story: Your copy may take a purely narrative or descriptive form; it is always great to
paint vivid pictures that will amuse your prospect.
Problem to Solutions: Here, you may start by highlighting all the difficulties your
prospect may currently be facing, thereby portraying your product or service as a
superhero of some sort.
Benefits: You can structure your copy in a way that each paragraph highlights and
explain each benefit to the prospect. It could be a mixture of both feature and its
benefit to the prospect.
Different Viewpoints: Here, the copy examines the same situation from different
points of view. For instance, a copy on a brand of toothpaste, you could write from the
viewpoint of a Dentist, or someone who once had halitosis etc.

TAGLINES
I am sure you must have heard this word at some point; it is essentially a brief phrase
that is closely allied with a company.
Bet9ja…Reward for passion
DSTV…So much more
DIFFERENCE BETWEEN A SLOGAN AND A TAGLINE
A Slogan is a short phrase attached or allied to a particular product or service. A slogan
could also be called a Product tagline, while a tagline is associated with a company or
brand.
Multichoice… Enriching lives
DSTV… so much more
Taglines and slogans should also be consumer or customer-centric or about the
company’s value propositions and how it affects the consumer/ customer.
SIMILES AND METAPHORS
These are interesting figures of speech that copywriters use to bring finesse and style
to their craft. Healthy use of similes and metaphors adds spice to copywriting.
Metaphor is a figure of speech that compares two unrelated things but when used
gives similar characteristics.
Words are like a dagger when spoken in anger
Here, we can see that ‘Words’ and ‘Dagger’ are unrelated. But it relates to how
dangerous words can be spoken in anger. It is as dangerous as a dagger.
The examination was a breeze
Here, we can see that examination and breeze are unrelated, but it gives the
examination the characteristics of breeze to mean the exam wasn’t difficult.
Other examples
“Her mouth was a fountain of delight. And when he possessed her, they seemed to
swoon together at the very borderland of life’s mystery.”
A simile compares two unrelated things to paint a picture in the mind of the reader.
She is as innocent as an angel
He is as agile as a Monkey
The healthy use of both similes and metaphors can be used to paint pictures in the
minds of prospects to future explain or accentuate value propositions and other
interesting characteristics about your brand. It could be used in web copies, brochures
etc.
Castrol oil used a metaphor in their famous slogan:
Castrol oil… Liquid engineering
Here, it gives Castrol’s motor oil interesting human characteristics, i.e. the attention to
detail, skillfulness of engineers, suggesting that it provides a similar level of care. This
will appeal to car owners who desire a high level of care for their engines.

CALL TO ACTIONS
Also known as C.T.A, this is so important in copywriting. This is the instruction in a
marketing or advertising message for the prospect to take the desired action. For
example; Call us now, make that donation, share now etc.
You don’t want to leave your prospects hanging or not knowing the next step to take
after consuming your advertising message. A CTA must be used in every copywriting or
advertising messages, brochures, Web copies, Google banners and social media
captions etc.
Every CTA must have a desired customer response (DCR). A DCR must be clear, simple
and specific that a 7-year-old child can understand. For example; Fill out our forms, call
these numbers, Send us a mail at blah blah blah etc.
It’s always a good idea to attach some benefits to your CTA i.e. if you do this, we will do
that kinda thing.
Call these numbers below to make that donation and get free blah blah blah.
You can also use persuasion to encourage your prospects to take necessary actions.

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Always make sure that the touchpoint or where you are sending your prospects is
working fine. If you tell prospects to call a certain phone number, make sure it’s always
up and working. Make sure your website is functioning well before you send someone
there and so on.

COPYWRITING RULES OF THUMB

This is one of the most important parts of this book, as we look at the things that must
be considered before you begin to write.
Let’s imagine you are given a sports betting brand to write a tagline on, perhaps a web
copy, brochure or whatever. Here are the steps to take:
1. RESEARCH: This is the first step that must be taken, you need to find out how the
sports betting industry works. The different betting platforms, how to place a
bet, how to cash your bet etc. This gives you an idea of that industry, how it
works and this leads you to how an average bet-ter thinks, this is called insight.
2. INSIGHT: This is about understanding the mindset and thinking of a better. We
understand that emotions are the best place to communicate. The insight helps
us understand a need beyond the surface level. Once we get the mindset and
emotions around an average better, then we look for the best copy/
communication that speaks to that side of the bet-ter. This communication is the
BIG IDEA.
3. BIG IDEA: After so much brainstorming based on the understanding of the inner
emotions/mindset of the better, then you craft a message (a singular theme)
that speaks directly to that emotional side of your target. Then you can begin to
craft messaging/copy around this theme.
4. CRAFT COPIES AROUND THE BIG IDEA: Now, you have gotten a singular theme,
you begin to craft different copy ideas. This is where your white sheet of paper
becomes your most important tool. Just put every idea, even the craziest on
paper.
5. CUT THE FAT: At this stage, your sheet of paper is filled with lots of copies. You
begin to ‘cut the fat’ i.e. look at each copy critically to select the best fit.
6. PICK THE BEST THAT CONVEYS THE MESSAGE: After cutting the fat, you pick the
best copy which optimally passes the intended message creatively.
Scenario
You want to write or craft a messaging on behalf of Bet9ja for its consumers in the
wake of the corona virus pandemic.
Research: From the research, you found out that there has been a drastic decline in
revenue for sport betting companies and their consumers alike. You also found out that
a lot of people bet for quick income to settle pressing bills, and some people also bet as
a ‘side hustle’. But due to the pandemic, a lot of people are uncertain about their
futures and just can’t wait for things to return to normal, so they do the things they
love and care for those they love.

Insight: From the research above, you can gather that the mindset/emotions of the
average Bet9ja consumer wants something to support him or her to come out of the
uncertainty the pandemic has caused, and as a brand, the only way I can hit that
emotional side is by doing something that speaks hope, support and motivation.

Big Idea: From the insight, you have found out that what the average Bet9ja consumer
needs at this time is a message of hope, support and motivation. So as a brand, to fill
this void, you should be thinking of crafting a message that addresses this core need of
the betting consumer at these times, which are; hope, support and motivation.
Hence, you begin to brainstorm on creative copy/messaging/campaign around hope,
support and survival.
Let’s imagine the big idea you come up with around hope, support and survival is called
‘BETTER DAYS’.
Craft copies around the big idea: Now, you have a central theme ‘BETTER DAYS’, you
craft copies around the theme.
BETTER DAYS ARE HERE
LOOK FORWARD TO BETTER DAYS
AWAKE TO BETTER DAYS
SMILE, IT’S A BETTER DAY
IT’S A BETTER DAY, SHOW UP!
WAKE UP, IT’S A BETTER DAY etc.
Cut the fat: Now, you take out the copies you feel do not stand a chance.
Pick the copies that best convey the message: You pick the best copy that conveys the
message optimally.

INGREDIENTS TO GREAT COPYWRITING

These are’’ must-haves’’ in every copywriting. From the brochure to Web copies, short
copies for marketing, press releases… whatever! The key is AIDA.

1. Grab ATTENTION: The first thing a copy or piece of copy must achieve is to
GRAB ATTENTION. This is usually done with HEADLINE and art direction. This
means that the prospect must be captivated by what he sees and is made to
read on. We understand that times have changed and generally attention
span has dropped.

Imagine a headline for a bed making business that says:

WE ARE BETTER IN BED!

 This is an attention grabber because it makes you read further. It is the same
technique used by Journalist. They look for the best headline that would
pique curiosity. That is the key. Piquing curiosity. Piquing curiosity should
evoke emotions. Emotions could be a laugh, a few tears, a smile, or
provocation.

How do you pique curiosity?

It’s a very simple process. In every situation, there is a way the brain is meant
to think or receive information. Therefore, the way to pique curiosity is to
come from THE UNEXPECTED. It’s called breaking schema i.e. coming from an
unrelated, unexpected angle. The example above is a great model. It hits you
because that is not the regular copy or way to market a bed making business.

In piquing curiosity, one must think out of the regular, out of the norm, one
must break schema, the normal pattern of thinking using related things.

2. AROUSE INTEREST: Once your headline/caption has grabbed attention, this

will lead your prospect to read the first few words of your copy. Naturally, the
first thing the eyes capture is the headline because it’s bold and big, after that
the eyes go to the first paragraph.
Your first paragraph must arouse interest, the way to arouse interest is to
become relatable to whatever your prospect is experiencing. For example, to
a nursing mother, the only way to arouse her interest is to talk about babies,
their issues and ways to mitigate their problems. For a bed making business,
one of the ways to arouse interest is by talking about issues pertaining on
furniture and beddings in the first few lines. It won’t be wise to start
marketing in the first paragraph.

3. MAKE THEM DESIRE: After talking about the issues prospects may be facing
currently, the next step is to show that you are the ‘Messiah’ who will solve
the challenges they might be facing. This technique applies to both B2B and
B2C businesses. When you position your business as that messiah, they begin
to desire a change. Everyone wants their challenges to be solved. They may
 not have the financial capacity at the time of reading your messaging, but
they will keep it in mind.
4. CALL TO ACTION: This is so important; this is where you rake in the harvest.
Here, you give them an avenue to reach you. It must be a simple process; if
it’s complicated, they may become turned off at this stage. Your call to action
must also be clear. It could be
‘CALL US ON blah blah’ or VISIT US AT OUR SHOWROOM TODAY AT blah blah
blah’ or
LOG ON TO OUR WEBSITE AT blah blah blah’
Always avoid complications at your call-to-action stage.

Woohoo! We’ve covered good ground in understanding the basics of great

copywriting. Let’s digest this before we move to persuasive copywriting.

*Let’s digress
I wonder if you have ever asked yourself this question, and if you haven’t, let me ask;
Where does inspiration/ideas come from? Everyone has that eureka moment when
the idea or inspiration drops. Writers and copywriters understand this more. There
are times as a writer you just know ‘it’s not there’; you just know you are forcing
things. Most times it’s apparent.
I have asked people in the creative space and many say they don’t know or can’t
explain it in clear terms. I believe so strongly that there is a supreme all- knowing
being up there, Why? The perfection of nature is not a coincidence. The perfection is
nature’s complexities (take a look at the plants and the complexities of the plant cell,
the process of photosynthesis is so orderly, perfect and mind-blowing) is enough proof
there is a GOD up there who gives all things –all things including wisdom, knowledge,
understanding and even ideas. Yes, the mind of man is so powerful, if you look back
to study how man has evolved till the present day and with all the advancement in
technology, you just can’t fathom the limits of the human mind – so powerful! But
still, someone made the mind. Contrary to the belief of some, Inspiration comes from
the most high. Creatives must always find a way to connect to that higher power.
Someone once told me that man is at his best when he is inspired.
Persuasive copywriting, let’s move…

05

PERSUASIVE COPYWRITING
We talked briefly about persuasion in the previous chapter, here, we will dive deeper
into how powerful our sales pitch can be done with the power of persuasion. These are
principles to further endear your audience to you on an emotional level. Salesmen use
these principles in their face-to-face interactions with their prospect. But as a
copywriter, we don’t have the opportunity for face-to-face interactions, we use words.

PRINCIPLE 1: LIKING
People love and are comfortable around those who love them. Friendships in reality
begin when both parties share similar interest. When this happens, they ‘click’ or have
chemistry on an emotional level. People more often also love those who always
complement them.
Bringing this to copywriting, we can connect emotionally to our prospects without
always throwing benefits at them at the beginning; we could start our brochures, flyers,
or captions by talking about their interests and their challenges.
An instance,
For the expectant Mothers brand
We understand the stress that comes with being pregnant, let alone not being able to
eat all that you crave. It may feel empty at times. But not to worry anymore, our
flavour has been carefully formulated blah blah blah…
With these, you are able to connect with the emotions of a pregnant woman and she
can easily relate and connect.
PRINCIPLE 2: SOCIAL PROOF
Social proof can be quite powerful as people love to follow the lead of others. I am not
a movie fan but I love to read books especially fictions. But once a movie is a rave
among my friends, in order not to be left out of the conversation, I go ahead to watch
the movie. A perfect example was GAME OF THRONES. Brands also take advantage of
this once they have a mass appeal.
An example would be:
50,000 copies sold worldwide
Ten million housewives can’t be wrong

PRINCIPLE 3: AUTHORITY
The audience is knowledgeable and sometimes the best way to persuade them as it
pertains to certain products or sector is by using an authority figure.
This person should be respected by the audience in that field or generally. This figure
must be trustworthy. We all tend to respect what the experts say.
For example, doctors or dentists are used for many dental and health-related products.

PRINCIPLE 4: SCARCITY
Depending on the product, scarcity is a persuasion strategy that works. Hard drugs are
still valuable because it is scarce, so also gold and diamond. By this, you emphasize the
fear of missing out(FOMO) on your product.
Just 50 slots are available
This offer is open for the first 20 people to place their order.

PRINCIPLE 5: RECIPROCITY
Like we have emphasized all the while, we can persuade further by offering something
up. It is a ‘do this to get that’ kind of thing. It could be offering a benefit for purchase or
offering a benefit for action.
These principles are meant to make your prospects take action, and they are to be used
depending on the product and service. In the next chapter, I will be writing on some
more psychological techniques to aid our prospects make buying decisions.

06

PSYCHOLOGICAL TECHNIQUES
Every copywriter’s greatest fear is the white piece of shit. That is, the white piece of
paper. It stares at you and you stare back. Whenever you are confronted with a project
or task, you must always approach with an air of fear and arrogance. Fear of failing
helps you stay grounded to do the necessary things such as research, insights etc. You
also must blend that with some arrogance(confidence) to get the job done.
Let us dive into more psychological techniques…
SOME PSYCHOLOGICAL TECHNIQUES/TACTICS
The copywriter must be able to understand the psychology or psychography of the
proposed buyer. He must be able to use these techniques to complete a sale or tilt the
buyer towards completing a sale. In this section, we will be looking at common
techniques that should be in the arsenal of the copywriter.
- Bigness bias
 Context is everything. You might say a 50k suit is too expensive, but renting a 50k
house is a great deal. The deal here is making light of big prices by using percentages
on discounts to communicate.
For just 1% of what you take home each month, you can protect every penny you
earn from the threat of serious illness or redundancy.
- Distinction bias

It is always easier to see the value in a product or service especially when you
compare with other products offering the same but with less value.

Fanafrik fan has 4 blades for better cooling compared to other fans with just three.
- The Money Illusion
People love money at face value. People will prefer a N1000 cashback on every
purchase than a voucher worth N1000. You could speak to your prospect in real
money than vouchers.

- Neglect of probability
People play the lottery even though the chance of winning the premium prize is
small. Humans are awful at estimating probabilities. Simply emphasize a
desirable upside and people will wildly overestimate their chances (especially as
it pertains to money).

Take advantage of our graphic design course and you could earn above 600k in
3 months.

- Stories
As a copywriter, you must be able to arouse interest by bringing things to life,
painting vivid pictures with words. You don’t need two pages to tell your story.
You can tell your story in two sentences or even a paragraph. A story must have
a beginning, middle and end. You don’t need to paint vague pictures in the minds
of your prospects.
Our event centre has a really big parking space to accommodate all kinds of
automobiles.

Rather you say:

Our event centre has a parking space the size of a soccer pitch to accommodate
all kinds of automobile.

With this, the prospect clearly understands your offering.

Examples of stories:

Dave hated his suit. It made him uncomfortable and awkward. Then he came to
COLLECTIBLES and discovered that looking great wasn’t far-fetched.

SUBMODALITIES
We are all wired differently to absorb information or communication. Our minds
are a representation of our physical bodies. Our physical senses interact with the
world through; sight, smell, taste, touch and hearing. We all have a preferred
way we process things, some are sight, some aural etc. You might have heard the
phrase ‘I can’t really see what you are trying to explain’ or ‘this does not strike a
chord’.

So also, our minds have eyes, nose, ear, taste and smell. If you had a great meal
at a restaurant days ago, your mind can still re-enact that scenario again, and
your mouth starts to water. Your ears can replay a party with all the sounds and
music.
But when writing, you may not know the strongest sense for your audience, so
you must apply it all in writing. It’s always great when you hit a person at his
strongest sense.

A free trial will demonstrate our product features

Rather say:
Book a free session to see how our product works

Our customer service is always there to attend to your concerns

Rather say:
Our team will be listening to any concerns whenever they arise

Our training sessions outline the key concepts quickly and effectively
Rather say:
Our training session will help you get grips on the main ideas.

Visit us soon to try out our amazing meals

Rather say:
Visit us to savour the fantastic meals on your menu.

Imagine waking up in a garden full of roses

Rather say:
Imagine waking up to the scent of beautiful roses
07

POSITIVE COPY
It’s always great when a copywriter uses words to proffer solutions to a challenge
rather than amplifying them.
Instead of saying:
Lose your weight
Rather say:
Get slim
Instead of saying:
Avoid waste
Rather say:
Conserve

Others…
There are some other words and usage that make things bigger than the actual claim.
They are called WEASEL WORDS.
For example:
HELP TO
You can also take part in the glory to a particular benefit with the word ‘Help to’. But in
the mind of the prospect, he perceives your brand as an active player in delivering the
benefit.
Indomie noodles can help to lose excess fat from your body
CAN AND COULD
You can use both for indefinite claims that you want to sound definite
While the regular Air conditioners last for about 5years, our ACs can last decades.

HUNDREDS AND THOUSANDS

In the mind, a word such as, ‘hundreds’, sounds much more than 230. If you say
‘Hundreds of our customers prefer blah blah’, it would be perceived as being ample
than ‘218 of our customers prefer blah blah’
RELATIVE IMPROVEMENTS
Where you can’t quantify or state specifically always use relative words such as; shinier,
whiter, brighter etc. This protects you when there is a relative or little improvement.
UP TO
This word right here protects you when making a promise that hangs on probability or
has a chance of going below or above.
For example,
Attend our online course increases your chances by up to 80% of passing the exams.
Save up to N50 to get a chance for our lucky dip.
‘’AS LITTLE AS’’ OR ‘’AS MUCH AS’’
You can use this to tone down how high or how low a product is.
For as low as N1000 you can get a brand new Huawei mobile phone
REPORTED BELIEFS
It makes you state a big claim or facts but the word ‘regarded’ makes it light and no one
will sue you. Instead, people ask, ‘by what authority’, which makes it ok. A small or
relatively unknown company can always take advantage of this.
‘Ndidi is regarded as one of the best midfielders in the Premier league’
HINTS AND TIPS TO IMPROVE AS A COPYWRITER
1. Write consistently
2. Listen more, speak less
3. Read widely
4. Eat lots of fruits
5. Take morning road works
6. Eat lots of veggies
7. When it’s not happening, sleep over it
8. Explore
9. Have fun
08

LIFESTYLE OF A COPYWRITER
For a long time, I had always wanted to work at my own pace, you know, call the shots,
dress the way I want to, be seen as a magician or a genius etc. Well, if you are as
restless, then you are in the right place. The life of a copywriter or creative is an
interesting one, why? You get to solve real problems, I mean, money making problems
and that’s the crux of the lives of many people – Money. You are seen as a demi-god
the moment you are solving those problems. But when things go south you become a
plague to be avoided. But solving real challenges brings that fulfilling feeling that no
one else can bring. The joy is out of this world.
As a copywriter, you must not take yourself too seriously. You must take advantage of
every situation or task to learn. It’s all about learning and finding a way to have fun
while learning. Learning involves:
RESEARCH
You must cultivate the love for research, it must be a lifestyle. You are given a brief to
work on a project that is outside your field, you must research, read about it on Google,
read what bloggers or writers or authorities are saying about it. Even if it’s against your
values and beliefs, you still have to read about it. You may not know when you will
require such knowledge. I am someone who does not like to place my chances in the
hands of others so I do not bet. There was a time I opened a betting account just to
understand that industry, I wanted to know how things worked, why betters behave
the way they do and so on. A few years down the line I got a brief from a betting
company and I had to work on it. As a writer, you hear a word on TV or in a book, don’t
gloss over it. Go and check the meaning of that word in the dictionary, check its usage
and all that. What am I saying in a nutshell? You must detest ignorance.
BE MORE HUMAN
You must never be one of those who condemn. That is like a commandment. Always be
interested in understanding perspectives. What do I mean? For example, there are
some people who believe in getting married, there are those who don’t and some who
just want to have a baby mama or baby daddy so they won’t be committed or
restricted. As a copywriter, instead of picking sides, it’s wise to hear both perspectives
and respect them. Many decisions we make as human beings are based on
environment, discipline, experiences, emotions etc. Be more interested in perspectives.

LISTEN MORE
This is so important; ideas are out there. Just listening to a conversation between two
traders might spark up a big idea, an idea for a story; a TV commercial, a radio play, and
copy, just name it. You don’t know where the answer lies.

ALWAYS CARRY A WRITING PAD

If there is anything I have learnt as a creative, it is writing ideas as they come on the
spot. Sometimes, we think our brains are that powerful, it’s not. Inspiration/ideas come
like a whiff of smoke, if not written down, it’s gone into oblivion.
Wherever you are, ensure you have your phone with a pad that you can always scribble
on.
Selah.
TAKE CARE OF YOUR MENTAL HEALTH
As a writer, your biggest tool is your mind. The moment your mind is affected then it
affects your creativity. Don’t harbour hate, forgive, and give people the benefit of the
doubt. Smile, laugh more, dance, exercise and stay with people you love and love you.
READ WIDE, WATCH WIDE
Like I said up there, your biggest tool is your mind. The best way to keep your mind
creative is to read wide. Read about politics, read about NASA, read books written by
an Afghan author. I recently read a novel written by an Afghan author and my! I
thoroughly enjoyed it. I learnt a lot about the Middle-Eastern culture and all of that.
Books take you places, and that’s a fact.
Watch different kinds of movies, shows and content on TV or online, they open your
mind to see from different perspectives. Let me add this, please watch the news.

ENJOY LIFE
If you have the means, please explore, travel the world. Go to other countries,
experience a different culture, eat something new, do something you have never done
before, see life through someone else’s eyes.

KEEP WORKING, DON’T STOP

Never stop, never settle is the way to go. You must keep getting better and better daily
with your writing.
09

OPPORTUNITES IN WRITING
As a writer, there are lots of things to look forward to. The opportunities are unlimited;
the most important thing is to work on your versatility. The more versatile you are, the
more money you will make. The skill of writing is still very relevant because in today’s
world content remains king. There is no content without a writer.
We all understand that the world has gone digital, but to remain relevant in the digital
age you must put out content for your audience. Content is everything.
Here are some opportunities to be harnessed in writing
AGENCY COPYWRITER
Copywriters are highly respected in marketing communications companies or agencies.
Agencies work for brands to achieve marketing or communications objectives. Every
marketing communications agency always hire a copywriter. Depending on your
experience and brilliance in your job, you could earn some good bucks.
FREELANCE COPYWRITER
You could also make some good bucks as a freelance copywriter. But I warn that you
must have worked and gained lots of experience. It’s not easy to get clients, so you
must have a great portfolio. But being freelance is a dream, you have control over your
time and pay. I think every copywriter should aspire to become freelance but it takes a
lot of experience as I said.

CONTENT WRITING
Digital marketing has opened up this aspect of writing. These days convincing a
prospect has gone beyond writing zinger copies. You must give your prospects great
and interesting contents to stay on your website, social media pages etc. Some say
attention span generally has dropped, the only sure way to keep your prospects glued
to your brand is by constantly feeding them with interesting content. Also, most brands
understand that staying relevant on google search and other search engines requires
that more content is pushed out on the internet.
AUTHOR
Writing books is another way of exploiting your writing skill. People still love to be
inspired; people still love to read awesome stories. People still read, knowing your
audience and being visible to them is the key.
SCRIPT AND SCREENWRITING
You could hone your craft writing for plays, short films, feature lengths etc. Like I hinted
earlier, content is everything. The likes of NETFLIX, IROKOTV, YOUTUBE, and
INSTAGRAM are making so much cash off content creators, why? Because there is an
insatiable want for content. I MUST also add that content creators are making so much
money too as well. This is one interesting aspect of writing that is very lucrative these
days.
10

HOW TO PRICE AS A COPYWRITER

It’s important that as a copywriter you know how to market your value. Copywriting is
very important to marketing therefore as a copywriter there will always be gigs as long
as you are good at your job. There are different ways to charge as a writer depending
on the peculiarity of the job. They are;
• By hour
• By number of words
• By project
• By page number
• By Retainer
By Hour
This is not common in Nigeria. This entails charging based on each hour from the time
of research to writing and proofreading. Sometimes it’s hard to quantify the number of
hours it will take to write an article or any form of writing.
By Number of words
This is done by charging based on the number of each word written. Depending on your
client and skill level you can earn as low as N5 or N3 to as high as N50 per word. As a
beginner, it’s always a great idea to start small. Once your clients perceive your
immense value they will be willing to part with any amount you tell them. Sometimes,
your client might tell you the number of words they require and sometimes you may
ask the average number of words they require.
By Project or Flat-rate
You will get this most of the time as a writer where you will be asked to charge based
on the task. It’s always advisable not to be hasty when deciding what to charge. Always
seek clarity on the full details and what it will take to carry out such a project before
putting pen to paper. What it will take will include; time, research, internet,
brainstorming etc.
By Number of Pages
This comes into play when you are charging for brochures, webpages, Ghostwriting etc.
Here, you determine the number of pages to be filled. Your charge here depends on
your level of experience and skill.
By Retainer
This applies mostly when the task is an ongoing one. For example, you have been asked
to come up with content monthly for social media, or write articles weekly etc. Here,
you can charge a fee weekly, bi-weekly, monthly depending on the agreement that
suits you. In your charges, always put into consideration the work that will be invested
before charging. As a beginner, you can charge less and as you grow, you will charge
more.

THINGS TO NOTE WHEN YOU GET A WRITING GIG

This is very important if you want to succeed as a writer, most especially a freelance
writer. To always be on spot whenever you are given a brief or task, it is important to
always ask the right questions. It’s foolishness to guess what’s on the mind of your
client when you can easily ask them questions. This helps you narrow your job and
ensures you are always on brief. Below are some questions you must ask depending on
the job:
I. DESCRIPTIVE BRIEF
This is very important, once you miss this then you are setting up yourself for
a waste of time and energy. Most times, our clients tell us what to do via
voice calls or verbally. It is imperative we ask for a written brief that describes
all that the clients want. This should be sent via email for proper
documentation.
II. TARGET AUDIENCE
It’s important you get to know whom you are writing for, as it will help you to
understand the mindset of those you are writing to.

III. STYLE/TONE
It’s also important that you ask the style (formal/informal) in which your
writing should be conveyed. Also, the tone of your writing, Is it persuasive,
affirmative, or descriptive? Etc.
 IV. LENGTH
Knowing the length, number of pages, and number of words is also great to keep you
from ‘overdoing’ or what Nigerians refer to as ‘Oversabi’. Always strive to be on brief
every single. This fosters trust with your client.

V. PLATFORM WRITING WILL BE USED

It is good you also find out the platform your writing will be used. For example, if you
are writing for social media, you will agree that twitter supports more words than
Instagram. A copy to be used on an advertising billboard will not be the same length as
a flyer or brochure. It will also help your writing style, tone and maybe creativity.
11

HOW TO GET JOBS AS A COPYWRITER

I believe one of the biggest reasons for being a copywriter is making money off it. Note
that as a copywriter, you are solving a huge problem. One might have a great product
to sell to the world, but if not properly and optimally communicated to the public, it
may not fulfill its potential. As a copywriter, always know that you are valuable.
The recent massive shift to digital has opened a lot of opportunities for copywriters to
get jobs and make a decent living. To get jobs, you must do the following;
• Put yourself out there
It is crucial that you take advantage of all digital and social platforms to showcase your
writing prowess. You can write short interesting write-ups on things that you believe in.
Sometimes you can work on personal writing projects and put them out there for
people to enjoy. Let your profile on your social media show that you are a writer. You
can also take advantage of writing platforms such as Medium, LinkedIn, and Blogs etc.
You will be surprised that people are taking note as long as you are consistent. Just put
yourself out there. No one will blow your trumpet if you don’t.
• Have a writing portfolio
It’s very important to have a portfolio as a writer. A portfolio is a collection of your best
works in one place. It’s a great way to convince anyone you ‘fit the bill’. It’s a great way
to clear any doubter of your capabilities. I assure you that most of your jobs will come
by recommendation. Therefore, having a portfolio does the convincing when you are
not there. Ensure you put your best foot forward.
• Apply for Copywriting jobs
There are countless job sites for writers and companies searching for copywriters. The
onus is on you to prepare your CV, cover letter and of course your portfolio. You may
just get that big paying job.

• Make use of any opportunity

Like I said earlier, most of your jobs will come by recommendation therefore you
must do every copywriting job as if it’s your last. Let me say this; if you are a
newbie, relish every opportunity especially pro bono, do all you can to do a damn
great job. The next phone call you receive may just change your life forever.

Wow, I think I have been able to cover many areas in your amazing journey of
creating magic as a copywriter. It’s not going to be easy I must say. If there is one
big piece of advice I will give, it’s ‘Never ever ever be discouraged’. You will come
up against many ‘NOs’. What do I mean? It’s that people will shut doors against
you, some will tell you are not good enough, you might write a piece of copy you
believe is the 8th wonder of the world, only for it to be ignored for something else
(this hurts). Keep your head up and move on. Never let those comments get to
you because they will surely come. Keep practicing. Don’t stop. Keep seeking
avenues to write. Keep reading all kinds of books. Get to a point where copy
comes naturally to you. Stay inspired.

FIN
ABOUT THE AUTHOR

Akinjagunla Busayo is a trained copywriter and brand

communications strategist. He has worked with a plethora of
local and international brands in strategically helping them to
dominate in their various sectors. With over 6 years working
experience in the marketing communications space, he has held
several top copywriting and strategy positions in top advertising
agencies in Nigeria. He is also the brain behind the GAGE
Awards which has grown to become Africa’s standard for
rewarding the very best change makers in the digital space in
Africa.

He had his education at the prestigious Obafemi Awolowo

University where he earned his Bachelor Degree in Botany.
Then followed his passion in Branding and Marketing
Communications. He is an Alumni of the Orange Academy with
a diploma in Integrated Brand Experience and also Digital
Marketing. Then proceeded to get a diploma in Brand Strategy
at The Bschool of Strategy and Innovation (Africa First Pop
Culture Academy)

He is currently the Chief Creative Officer at The Maverick

Company, which provides copywriting and digital marketing
solutions to brands across the African continent. He is married
and blessed with a lovely girl.
ENQUIRIES
For enquiries on trainings, masterclasses or other enquiries from the Author;
Website: www.maverickwriters.com.ng
Telephone: +234 8167785451
Email: akinjagunlaolubusayo@yahoo.com, olubusayoakinjagunla90@gmail.com
DM: maverick_writers on Instagram