WRITING IT RIGHT

THE ART &

SCIENCE OF
GREAT COPY
A Copywriting Workshop by Berou Solutions, Inc.
Let's spell
it out!
TOPIC OUTLINE

Introduction
The ABCs of Copywriting
Types of Copy
Applications
Structural Elements
Guidelines and Tips
Team and Contact Details
WHAT IS COPY?

Presentations are communication tools that

can be used as demonstrations, lectures,
speeches, reports, and more. Most of the time,
they’re presented before an audience.
Copy is not written.
Copy is assembled.
- EUGEN E SCHW ARTZ
 CREATIVE WRITING FOR BUSINESS

Presentations are communication tools that

can be used as demonstrations, lectures,
speeches, reports, and more. Most of the time,
they’re presented before an audience.
AUDIENCE BRAND VOICE
Presentations are tools that can be used Presentations are tools that can be used
as lectures, reports, and more. as lectures, reports, and more.

CONTENT OR MESSAGE DELIVERY

Presentations are tools that can be used Presentations are tools that can be used
as lectures, reports, and more. as lectures, reports, and more.
EAR L IE ST COHE R E NT T E XT
 LONG-FORM COPY

Presentations are tools that can be

used as lectures, reports, and more.

SHORT-FORM COPY

Presentations are tools that can be

used as lectures, reports, and more.
Why does good
writing matter?

IT ' S N OT J UST ABOUT COMMUN ICAT ION ;

IT 'S A BOUT IMP A CT .
Presentations are communication tools
that can be used as lectures, speeches,
reports, and more. Most of the time,
they’re presented before an audience.
 Types of
Copywriting
DIF F E R E NT T Y P ES, DIF F ER ENT T R EATMENT
 W R IT IN G F OR MAR KETIN G
Presentations are tools that can be used
as lectures, reports, and more.

WR IT IN G F OR R E T AIL
Presentations are tools that can be used
as lectures, reports, and more.

W R IT IN G F OR N EW SL ETTER S
Presentations are tools that can be used
as lectures, reports, and more.
T A R GET A UDIE N CE IN T EN DED IMP ACT

Presentations are tools that can Start with an outline of topics and
be used as lectures, reports, and identify highlights, which can be
more. Most of the time, they’re applied to whatever subject you
presented before an audience. plan on discussing.
HE A DL IN E F IR ST P AR AGR APH
Presentations are tools that can be used Presentations are tools that can be used
as lectures, speeches, reports, and more. as lectures, speeches, reports, and more.

BODY COP Y F IN AL P AR AGRAPH

Presentations are tools that can be used Presentations are tools that can be used
as lectures, speeches, reports, and more. as lectures, speeches, reports, and more.
ST EP 1: P R OVOKE IN T ER EST.
Presentations are tools that can be used
as lectures, speeches, reports, and more.

ST EP 2: R EVEAL
IN F OR MATION .
Presentations are tools that can be used
as lectures, speeches, reports, and more.

ST EP 3 : IN SP IR E ACT ION .
Presentations are tools that can be used
as lectures, speeches, reports, and more.
Originality

Consistency

Clarity

Completeness
F OCUS ON R E L E VANCE.
Presentations are tools that can be used
as lectures, speeches, reports, and more.

K E EP T O T HE POIN T .
Presentations are tools that can be used
as lectures, speeches, reports, and more.

COL L A BOR ATE W IT H T HE DESIGN ER .

Presentations are tools that can be used
as lectures, speeches, reports, and more.
75%
OF T HE W OR K IS P L AN NIN G

25%
IS ACT UAL W R IT IN G
 R E SE A R CH
Presentations are tools that can be used
as lectures, speeches, reports, and more.

CON CEPT ST UDIE S

Presentations are tools that can be used
as lectures, speeches, reports, and more.

IN IT IA L F E E DB ACK
Presentations are tools that can be used
as lectures, speeches, reports, and more.

F IR ST DR AF T
Presentations are tools that can be used
as lectures, speeches, reports, and more.
 Copywriting that
Changed the World
Presentations are tools that can be used as
lectures, speeches, reports, and more.
 Cashing In
40

on Copy
30

20
PROFIT VIS-À-VIS
MARKETING EFFORTS
10
Presentations are communication tools
that can be used as demonstrations,
0
Item 1 Item 2 Item 3 Item 4 Item 5 lectures, speeches, reports, and more.
V A N E S S A ICH IK A I L EAN DR A UXIEL A K Y L E HOR T IK AVIA
Creative Director Lead Copywriter Senior Writer
F ACEBOOK
Presentations are tools that can be used
as lectures, speeches, reports, and more.

IN ST AGR AM
Presentations are tools that can be used
as lectures, speeches, reports, and more.

T W IT TER
Presentations are tools that can be used
as lectures, speeches, reports, and more.
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