What does a copywriter do?

• Well a copywriter is someone who writes words that cause people to take action.
And copywriter can be defined as salesmanship in print. Which means, we make
people buy, to sign up, to pick up the phone and call to your business, to inquire.
Basically we write to motivate people to take some type of action.
• It’s part of a $2.3 trillion industry worldwide.
COPY
• Every business writes ‘copy’ to market and promote its services. Copy is the name
for the words in brochures, in a letter or on a website for the purpose of marketing
and advertising. Copy also refers to the words in a press or radio advert to
persuade a person or group to raise brand awareness.
• So copywriters are not content/technical writers. Content writers write
something to inform whereas the copywriter writes to inspire people to take some
sort of action. That’s a big difference.
• For example, a copywriter writes an ad to sell a car, while a technical writer writes
the operator's manual explaining how to use it.
.
Who hires copywriters?
• Copywriters are mainly hired by business owners, we are hired by publishing
companies, by creative agencies and also by advertising agencies. We can work
like freelancers, like we don’t have to report to a boss in a creative agency or we
can work in teams among other copywriters and graphic designers inside a creative
agency. So it’s up to you to decide whether you want to work as a freelancer usually
from home or you want to work for an advertising agency and work with a team in
writing your copy.
Difference between an ad agency, media agency, marketing agency?
• An ad agency is a company that manages advertising, marketing & public relation
services on behalf of clients. When a company wants to book tickets, they go to a
travel agency. Likewise, for advertising they go to an ad agency for the service. 
• An ad agency can choose to specialize and focus in some functions like Media
Buying & Media Planning instead of multiple functions. Such an agency is called
Media Agency.
• When ad agencies focus on producing & creating ads, they become a Creative
Agency.
•  A Marketing Agency specializes in functions related to marketing like advice on
product sales, retail distribution, pricing discounts and so on.
• Copywriters are often called business writers or commercial writers. There is a
great demand for good copywriters, because every business needs to market itself
and sell its products and services. In today’s market, even the smallest companies
have websites and need the services of a skilled copywriter.
• Some larger companies employ in-house copywriters. Others outsource their
copywriting to freelance writers or agencies

What kind of copywriting does a copywriter do?

• Well there is copywriting for the internet which is online copy and there is offline
copy. So the offline copy will be things like Direct Mail, Print Ads, Newspapers Ads,
Magazine Ads, Brochures, Catalogue Copy, things of that nature. For the internet, we
are going to be working on things like Writing Website Copy, is a big one, Email
copy, Email Campaigns, things basically online on websites and email campaigns,
junk mails, spams

Considering a career in copywriting?

• If you enjoy writing, you might be exploring ways you can earn a living as a writer.
Copywriting calls for more than just good writing skills, though.
• Working in an experienced environment, you will master copywriting techniques
and writing styles, and even learn how to go about launching your new career.

The realities of a copywriting career

• There’s no doubt having a career in copywriting is exciting and interesting.
Freelance writers work on a wide range of projects. You might find yourself writing
about a luxury hotel one day, and aircraft parts or holistic therapy the next.
Copywriters amass a wealth of knowledge because they have to research and learn
about so many subjects.
• A copywriting career isn’t all about glamour and expense account lunches though –
if only!
• You have to be prepared to work to tight deadlines, even if it means burning the
midnight oil occasionally. But as a freelance copywriter, you are your own boss and
once your deadlines have been met, what’s to stop you taking the rest of the day
off?
What skills does a copywriter need?
• To be a copywriter, you need good writing and language skills. You must have a
thirst for knowledge, learn how to research your subject matter, and have good
inter-personal skills.
• And if you’re passionate about writing, you’ll love being able to say … “What me? I’m
a writer” when someone asks what you do.

Deadly sins by a copywriter

• 1. Not having a brief
• 2. Not knowing your audience
• 3. Not knowing what you are selling
• 4. Not having a clear proposition
• 5. Writing too much
• 6. Writing the same style for every medium
• 7. Not getting passionate

Steps to Being a Great Copywriter

1. Put yourself in the shoes of the person you want to buy the product. Why should he
or she want to buy it? What are their worries?
2. Be yourself. If you feel emotional about a product, chances are somebody else will
share that feeling.
3. Two heads are better than one
4. Be interested in life
5. Make sure your body copy has an interesting beginning, middle and end.
6. Read your copy out loud as you write it. If it’s lumpy and unnatural you will hear it.
7. Imagine you’re talking to your best friend, explaining why they should buy the
product.
8. Don’t worry about copying the style of another copywriter.
9. Try and build a personality for the product.
10. Don’t be afraid of the word “you” in the headline or body copy.
11. Never throw away the headlines you don’t use.
12. All writers “dry up” at some stage. Don’t worry about it. Go for a walk. Catch a movie.
Read a book.
13. Know where the ad is going to appear.
14. A good test of ads concept is the “overnight” test.
15. Learn from your mistakes. Listen to the focus groups. Listen to the client. In fact, the
ability to listen is an essential talent for copywriters.
16. Be resilient. Take criticism. The ability to bounce back with other ideas if the client
says “no” is another important talent.
17. Research, research, research.
20. Don’t try to be too clever. Be simple and straightforward.
21. Seek criticism
22. Think visually. You need to think of the headline and picture as a whole.
23. Please yourself. You have to be pleased with your idea first.
24. Tell everyone you know that you’re now a copywriter. (word of mouth)

5P Approach to Copywriting
• Copywriting skills + an internet connection mean that you can succeed from
anywhere.
• When you know why & how people buy, you’ve got more power than you know. As
long as you never lose focus on the buyer.
 • If every business used basic copywriting tactics to focus on buyer instead of seller,
sales would increase across the board.
• The fundamentals of good copy simply work
• Using better headlines and clear and specific language, highlighting benefits over
features, offering proof, having a clear call to action, and reversing buyer risk with a
guarantee can boost your conversions significantly.
• You’ll know how to attract future customers through your ads when you understand
what they admire.
• This is where you begin.
• This is how you find a winning premise.
• A popular copywriting structure is AIDA (attention, interest, desire, action), which
dates back to the early days of mass media advertising.
• The 4 P structure, on the other hand, consists of premise, promise, picture, proof,
and push.
1. Premise (Bunyaad, previous statement from which another is inferred as a
conclusion)
For example: “Sikandar” book by Pakistani author M. Salauddin Khan. Imran: The
Autobiography of Imran Khan by Imran Khan, The Benjamin Franklin Guide to Small
Business Success.
2. Promise
headline must contain a tangible, valued benefit directed at the prospect . Ultimate benefit.
Choosing the right way to tell the story is also vitally important, and that brings us to the
next element — the picture.
3. Picture
plant an initial image in the prospects head.
4. Proof
Statistics, studies, graphs, charts, third-party facts, testimonials, a demonstration
that the features of your product
5. Push
incorporates and expands desire .
more expansive persuasive element that makes action more likely
communicating an outstanding offer in a clear, credible, and compelling fashion, and then
asking for action
Persuasion is about understanding
Don’t assume people understand on their own. It’s a noisy world out there, so you’ve got to
educate people with an instantly tangible and meaningful premise.
how to apply them in the context of the big picture

David Ogilvy’s 7 Tips for Writing Copy That Sells

David Ogilvy is an advertising legend. Often described as the “Original Mad Man,” and “The
Father of Advertising,” Ogilvy is known largely for his advertising work while serving as the
founder of Ogilvy & Mather. In addition to building a multibillion dollar company, he also
helped create hugely successful campaigns for clients such as Dove, Shell, and Rolls-Royce.
If you spend any amount of time reading or watching David, you’re sure to be inspired to
write better copy, so I’d encourage you to read his book or watch some of the videos
floating around the web. In the meantime though, I’d like to present you with what I believe
to be the best of Ogilvy’s arsenal:
1. Go Big or Go Home
Don’t bunt. Aim out of the ball park. Aim for the company of immortals. -David Ogilvy
The product you represent is depending on you, and if you allow yourself to take shortcuts
or present a less than compelling argument, then you’ve failed. As an entrepreneur or
business owner, you simply cannot afford bad copy. If you cannot achieve perfection on
your own, then you should hire someone who can.
2. Do Your Homework
Advertising people who ignore research are as dangerous as generals who ignore decodes of
enemy signals. -David Ogilvy
Ogilvy spent years working for George Gallup, founder of the Gallup Poll, and it was during
this time that he realized the true value that comes with knowing exactly what your target
audience is thinking.
You cannot write copy unless you know:
 Who you’re writing it for
 How that person thinks
 What that person needs
If you haven’t done your research, then you’re simply faking it, and it’s that type of copy
that gets marketers in trouble, either with the government or with their boss.
To write great copy, you need to understand your audience to the letter, so that you know
how you can best serve them. Nothing else will do.
3. Never Talk down to Your Customers
A consumer is not a moron. She’s your wife. Don’t insult her intelligence, and don’t shock her. -
David Ogilvy
This is a great Ogilvy quote (for the video, click here), speaking on behalf of consumers
everywhere. As great as your product may be, speaking down to your audience is going to
turn them away, and as much as you’d love them to be infatuated with your charming pitch,
understand that, at the end of the day, they simply want to solve a problem.
Treat your customer with respect and dignity. You’re on equal footing, or perhaps a bit
lower, considering you’re the one who needs the sale. Reflect that position in your copy.
4. The Headline is 80%
On the average, five times as many people read the headline as read the body copy. When you
have written your headline, you have spent eighty cents out of your dollar. -David Ogilvy
Headlines are as close to a magic bullet as you’re going to get, and if you’re going to be
perfect in only once place, do it here. Write a strong headline that works.
Here’s how:
 Use headline templates, which are based on headlines that have worked in the past
 Lead with a strong benefit, making them want to read more
 If you can, split test different headlines to see what works best
5. Don’t Get Distracted from Making the Sale
If it doesn’t sell, it isn’t creative. -David Ogilvy
Couldn’t be more true. Marketers love to be cute and funny, original and innovative, but it’s
also dangerous.
People don’t set aside time to read ads; they are probably in a hurry, just taking a quick
glance before they move on to something else. If your point isn’t immediately obvious,
chances are they won’t get it, and you’ll lose them forever.
If you want people to buy, you need them to see your product in their hands and be able to
envision how it’ll improve their lives. Everything else is secondary. If you can awe them
with your words in the process, fine, but don’t do it at the expense of the sale.
6. Explain Why They Should Buy
The more informative your advertising, the more persuasive it will be. -David Ogilvy
You’ve hooked them with the headline, and you’re telling them all about the product, but
before they decide to buy from you, they want to know one thing:
Why?
Why is the product important? Why is it a good deal? Why should they be interested? Why
should they buy it from you? Why should they buy it now, rather than later? Why should
they trust you?
Consciously or subconsciously, all of those questions are going through a customer’s head.
If you want them to act, you need to answer them, and that means making your copy
informative.
7. Your Copy Is Important. Treat It That Way.
Like a midwife, I make my living bringing new babies into the world, except that mine are new
advertising campaigns. -David Ogilvy
All too often, business owners treat their sales copy like an afterthought. They scribble
down a few notes, have someone check it to make sure it’s grammatically correct, and send
it out. Then they wonder why it doesn’t get results.
David Ogilvy, on the other hand, looked at each of his campaigns like his babies. He
nurtured them, fought for them, helped them develop. And he produced some of the best-
selling campaigns in the history of advertising.
The truth is, writing great copy takes time and energy. Some of the best copywriters will
spend weeks just crafting the headline, and they might take months to write the body copy.
It’s not because they’re slow. It’s because they know the importance of getting it right.
Are you committed to that type of excellence?
If not, you should be.

Creative Brief
• Magical document that you cannot do without
• It guides, protects & sometimes calls you out if you fall short.
• It helps you to focus
• “A write-up for everything a forthcoming project should entail.”
• i.e. it gives all the background information, requirements & expectations for a
project
• It’s your go-to reference for how to create a project
• Who writes it?
• Usually by the person requesting a project.
 • In an in-house agency (An in-house advertising agency is owned and operated by its
one and only client: the advertiser. Instead of a company outsourcing its advertising
to an agency), that person is Project Manager(planning, organization, resource
management, and discipline pertaining to the successful completion of a specific
project), Brand Manager or Marketing Manager( analyze & plan on how the brand is
perceived in the market).
• In an agency (an organization providing particular service on behalf of another
business, person, or group i.e. outsourcing), usually the project manager
• However in small/new business client/company may have to create the creative
brief yourself.
It answers
• Who’s the target audience?
• How many iterations (repetition of a process) do they want?
• Are we trying to get the reader to purchase or request more information?
• Agreed on by all relevant parties
• You, your graphic designer, project manager
• And anyone else who has a stake in the project to have a chance to ask questions or
suggest changes
• Look into a similar project to this one before
• It helps avoiding previous mistakes
• Look into competitors work
• Get inspired by good ideas & avoid their mistakes

Reasons for all to know

1 – Everyone has same idea & understanding of the project
2 – Without written document, you end up with 5 different people with 5 different
expectations of how the creative should turn out
3 – It covers everyone’s butts
4– If you neglected an element from the brief that’s your mistake.
5 - It’s in the brief & you should have done it.

Don’ts of a Creative Brief

• Don’t ever leave a kick-off until you completely understand brief & everything that’s
being asked of you
• Don’t ever begin executing project until both you & your designer have thoroughly
read the brief
• Don’t miss details - place things where the clients have asked you to put it
• “I don’t know” & “OOPS” are never going to be a good answer
The Creative Briefing Process
• There’s a famous quotation that often ‘does the rounds’ at marketing agencies. It
comes from Abraham Lincoln, who said,
• ‘If I had nine hours to chop down a tree I would spend the first three hours
sharpening my axe.’

The full letter brief

1 Describe your audience (age, sector, job titles, etc).
2 What’s the key benefit making your offer distinctive:
• The Unique Selling Point?
3 Has the audience heard from you before?
• If so, when and how often? (provide examples)
4 What is the featured offer, as opposed to the distinctive benefit?
5 Explain the product’s or service’s: (SWOT)
• • strengths • weaknesses • opportunities • threats
6 How do you want people to feel about your brand? (have you conducted any research to
show how they currently feel?)
7 List the three most common customer descriptions that come to mind when people
discuss dealing with your company.
8 Is your product or service a daily essential or does the concept need a detailed
description?
9 Can you discuss your service’s/product’s associated benefits?
• (rank them from sixth to first place)
10 Name your top three competitors.
11 Provide recent examples of their work.
12 Are you testing elements of the letter? (this could include special offers, geographic
distribution tests, response device tests or specific recipient type tests – e.g. job titles).
13 What action (such as dialing a telephone number) do you want the reader to take?
14 Are there any size/length restrictions?
15 When are you going to post your letter and to whom?
16 Are there any restrictions to take into consideration?
• (such as legal requirements).
17 When do you expect to see the letter copy?
18 Do you expect a first draft or completed letter?
19 Who will approve the final text? Continue with Gabay’s book page 16

The shorter letter brief

• Give me five
1 What’s in it for the reader?
2 Why is this service/product so different from any other on the market?
3 How will it improve the reader’s life/work/ education/finances/health...?
5 Why can’t the competition match it?
5 What do you want the reader to do next?

The straightforward copy brief

• What’s the big message?
(for example, you may be selling insurance, but the big message is – ’gain peace
of mind’)
• What’s needed?
- A press advertisement
- Leaflet
- Brochure
- etc. (for each of the above, describe dimensions and print restrictions)
• What’s on sale?
• What is the Unique Selling Point? (or Point of Difference).
• What’s the Emotional Selling Point? (aspect that people personally identify with).
• Who wants it?
• What do you want the readers to do?
• What do they get out of it?
• When and where will the communication appear?
• How much can you afford on creativity?
• What’s the format?
• What’s the background?
• What’s next and when?

A client services check list

 Do we have sufficient reference sources: previous ads, brochures, competitor ads,

videos or websites?
 Do we have contact info / links to people, research or resources that can help the
creative team?
 Do we need a supplement to the brief with information on media production
requirements or perhaps a content outline for a website or brochure or video.
 Is it clear from the client what must be in the communication, and what might be in
the communication? What are the client requirements versus client preferences?
 Do we represent the client's issues, concerns, wishes?