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Copywriting
Highlights
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2 TYPES OF COPYWRITING

1. Advertising copywriting
- Delayed action
- aims to build brand awareness and brand recall by getting the
attention of the audience and forcing the product to linger in their
minds until they finally decide to buy one day.
- It doesn't focus on selling the product or service NOW.
- creativity and gimmicks are VERY important here.
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2. Direct Response copywriting

- Immediate actions
- persuades the readers to buy now.
- consumer psychology and persuasion are very important here to
get results.
- higher conversion rate.
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Copywriting Strategies

 Emphasize Benefits Over Features

 Be as specific as possible
 Target Emotions
 Leverage testimonials
 Don’t make it all about you
 Write conversationally
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 Create a slippery slide

 Write quickly
 Use simple language
 Use short paragraphs
 Always get your copy edited
 Make people feel like they belong
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 Ask people to join

 Display client/customer logos
 Show off social media numbers
 Create a feeling of exclusivity
 Prove the value of your product
 Establish yourself as an authority
 Provide “reasons why”
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The Customer

 Name: Jane Doe

 Age: 35
 Location: Manila, PH
 Occupation: unemployed,
looking for an income but
can’t leave her only daughter
 Annual Income: ?
 Educational Background: HS
graduate
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The Buyer Persona

Goals Dreams
- Have a job - Save for the future
- Wants to have savings for her - Have own house
daughter - Have an upgraded lifestyle
- Earn

Pains Fears
- Can’t leave her daughter - Failure
- Don’t know what job would fit her - Rejection
- No skills - Won’t be able to learn
- Procrastination
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Hands on activity
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QUESTIONS?
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