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
Introduction

WHAT IS COPY?

Presentations are communication tools that

can be demonstrations, lectures, speeches,
reports, and more.
 COPY THIS!

COPY IS NOT WRITTEN.

COPY IS ASSEMBLED.

- EUG ENE SCH WA RTZ

The Purpose of
Copywriting

CREATIVE WRITING FOR BUSINESS

Presentations are communication tools that can be demonstrations,
lectures, speeches, reports, and more.
START WITH
THE BASICS

Presentations are tools that can be

demonstrations, lectures, speeches,
reports, and more.
THE ABCS OF COPYWRITING

AUDIENCE BRAND VOICE

Presentations are tools that can be Presentations are tools that can be
demonstrations. demonstrations.

CONTENT DELIVERY
Presentations are tools that can be Presentations are tools that can be
demonstrations. demonstrations.
 2600 BC
EA RLIEST COH ERENT TEXT
PRE-CUNEIFORM COPY

Presentations are communication tools that can be

demonstrations, lectures, speeches, reports, and
more.
 LONG-FORM COPY SHORT-FORM COPY

Presentations are communication tools Presentations are communication tools

that can be demonstrations, lectures, that can be demonstrations, lectures,
speeches, reports, and more. speeches, reports, and more.
 Why does good
writing matter?

IT'S N OT JU ST A BO U T COMMU NI CATIO N; I T'S ABOU T I M PA CT.

Presentations are
communication
tools that can be
demonstrations, lectures,
speeches, reports, and
more.
LET'S GET INTO DETAILS

Types of Copywriting

DI FFEREN T TY PES, D I FFERENT TREATMENT

Variety of Applications

W RI TI NG FO R M ARKETING
Presentations are tools that can be demonstrations.

W RI TI NG FO R RETA IL
Presentations are tools that can be demonstrations.

W RI TI NG FO R N EW SLETTERS
Presentations are tools that can be demonstrations.
Different TA RG ET
AU DI ENCE
IN TEN D ED I M PA CT

Strokes Presentations are Presentations are

communication tools that communication tools that
can be demonstrations, can be demonstrations,
lectures, speeches, reports, lectures, speeches, reports,
and more. and more.
STRUCTURAL ELEMENTS

HEAD LIN E FIRST BOD Y CO PY FI N A L

PA RAG RAPH PA RA G RA PH
Presentations are Presentations are
communication tools Presentations are communication tools Presentations are
that can be lectures. communication tools that can be lectures. communication tools
that can be lectures. that can be lectures.
 STEP 1: PRO V O K E I N TEREST.
Presentations are communication tools.

STEP 2: REV EA L
IN FORMATI O N .
Presentations are communication tools.

A LOOSE STEP 3: IN SPI RE A CTI O N .

Presentations are communication tools.
GUIDE
From Good to Great

Originality Consistency Clarity Completeness

 FOCUS O N RELEVA NCE.
Presentations are tools that can be lectures.

KEEP TO THE PO IN T.
Useful Tips Presentations are tools that can be lectures.

COLLABORATE W ITH TH E D E SI G N ER.

Presentations are tools that can be lectures.
75% OF TH E W ORK I S PLA N N I N G

25% IS ACTU AL W RI TIN G

Sample Project Timeline

RESEARCH CON CEPT STU DI ES IN I T I A L FEE D BA CK

Presentations are communication Presentations are communication Presentations are communication

tools that can be demonstrations. tools that can be demonstrations. tools that can be demonstrations.
COPYWRITING
THAT CHANGED
THE WORLD
Presentations are communication tools that can be
demonstrations.
 40

30

20

Cashing In 10

on Copy 0
Item 1 Item 2 Item 3 Item 4 Item 5 Item 6 Item 7

Presentations are communication tools that can be demonstrations.

Meet the Team

VA N ESSA LEA ND RA K Y LE
I CH IK AI UX IELA H O RTI K AV I A

Creative Director Lead Copywriter Senior Writer

OUR CREATIVE OUTLETS

FACEBO O K IN STAG RA M TW I T TER

Presentations are Presentations are Presentations are

communication tools communication tools communication tools
 MA IN OFFI CE
123 Anywhere St., Any City, State, Country 12345

PHO NE
123 456 7890

EMA IL
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Useful Tips