Copywriting Basics

Study Notes

Copywriting is the process of creating and writing the text content for advertisements and other marketing materials.
Copywriters are responsible for brainstorming, developing, and writing headlines, subheads, body copy, slogans, and taglines.

Headline: The largest piece of copy on the page, typically the first thing a viewer notices.
- Headlines are typically 5 to 7 words long.
- Different types of headlines include direct, indirect, benefit promise, play on words, question, metaphor, news announcement, reason-why, how-to, product name, testimonial, command, practical advice, problem/solution, flag and warning.
Subhead: Secondary headings that appear beneath the headline.
- Subheads provide additional context and break up text.
- Two types of subheads include:
  - overline subhead: appears above the headline
  - underline subhead: appears below the headline
Body copy: Smaller paragraphs of text in an ad.
- The main message of the ad.
- Divided into three parts:
  - Opening paragraph: Continues the discussion introduced in the headline and subhead.
  - Interior paragraph: Develops the main message.
  - Closing paragraph: Concludes the message and encourages action.
Detail Copy: Small copy placed near the logo or bottom of the ad.
- Usually includes information about location, phone numbers, website, or social media addresses.
Visuals: Images, graphics, or other visual elements in an ad or marketing material.
Slogan: A short, catchy phrase used in a specific campaign or promotion.
Tagline: A concise, enduring phrase that encapsulates the essence, vision, or unique proposition of a brand or company.

Write in the language of the target audience.
Appeal to both rational and emotional aspects.
Focus on the benefits of the product or service.
Break up long copy with short paragraphs and subheads.
Keep it simple and on target.
Avoid abbreviations and technical jargon unless writing for a specific profession.
Avoid exclamation points.
Avoid exaggerated claims.
Close the sale.