Copywriting Basics

Copywriting

• 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.

Components of Copy

• 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.

Body Copy Tips

• 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.

Body Copy Length

• Copy length is determined by:
  • the medium
  • the target audience
  • the product or service

When to Use Longer Body Copy

• New product introductions.
• Technical copy.
• Repositioning a brand's image.
• Expensive product purchases.

When to Use Shorter Body Copy

• Mainstream products.
• Emotional products.
• Reminder advertising.
• Inexpensive product purchases.