Week 7 - Copywriting PDF

Copy Writing Week 7 Intended Learning Outcomes By the end of the lesson, you will be able to: identify the essential components of 1 copy and their roles in an advertisement; and create a compelling advertisement 2 copy that effectively integrates al...

Copy Writing Week 7 Intended Learning Outcomes By the end of the lesson, you will be able to: identify the essential components of 1 copy and their roles in an advertisement; and create a compelling advertisement 2 copy that effectively integrates all key components.  Copywriting Writing copy / Copywriting is one of the first steps taken when moving from business thinking to actual creative brainstorming and eventual execution. A copywriter deals with both the imagination and development processes of brainstorming and writing headlines, subheads, body copy, slogans, and/or taglines.  The Components of Copy Headlines Subheads Visuals Body Copy Slogans and Taglines  Headline Headlines Steal the Show A headline is the largest piece of copy on the page and is most often the first piece of copy the viewer will notice. Headline Length A visual headline may work with one word, whereas a fact-based headline may require more than one sentence. Five to seven words are typically required to promote a consumer benefit  Headline Direct Product Name Indirect/Curiosity Testimonial Major Benefit Promise The Command Play on Words Practical Advice Question Problem/Solution Metaphors Flag News or Announcement Warning The reason-why How-to Direct Headline Indirect Headline Major Benefit Promise Headline Play on Words Headline Question Headline Metaphors Headline News or Announcement Headline The Reason Why Headline How-To Headline Product Name Headline Testimonial Headline Command Headline Practical Advice Headline Problem or Solution Headline Flag Headline Warning Headline  Subhead Subheads are secondary headings that appear beneath the headline. It provide additional context or information and help break up the text to make the content more digestible.  Two basic types of subheads: overline subhead is used as a teaser or attention getter and appears above the headline underline subhead appears below the headline and explains in more detail what the headline is saying, elaborates on the statement or comment made, or answers the question posed in the headline.  Body Copy The smaller paragraphs of text in an ad are known as body copy. The message that body copy conveys is the nuts and bolts, heart and soul, of the overall concept.  Three Areas of Body Copy opening paragraph interior paragraph closing paragraph  Body Copy Things to remember when writing copy that will reach out to the target audience: When writing, talk to just one member of the target audience in his own language or vernacular. Appeal to the target’s rational and emotional sides Write about the benefits of the product or service based on its individual features. If the copy is long, use multiple short paragraphs and subheads to break up the copy.  Body Copy Things to remember when writing copy that will reach out to the target audience: Be sure the opening paragraph continues the discussion on the key consumer benefit first introduced in the headline and explained further in the subhead. Keep it simple, and stay on target. When writing, avoid abbreviations and technical jargon unless writing copy for a specific profession.  Body Copy Things to remember when writing copy that will reach out to the target audience: Avoid using exclamation points anywhere. Get to the point, and avoid exaggerated claims. Close the sale.  Body Copy Length How long should body copy be? Copy length is also affected by: The medium The target audience The product or service.  Body Copy When to Use Longer When to Use Shorter Copy? Copy New product Mainstream products introductions Emotional products Technical copy Reminder advertising Repositioning or Inexpensive product reinventing a brand’s purchases image Expensive product purchases  Detail copy Detail copy is the small copy placed near the logo or the bottom of the ad to inform the target about locations, phone or fax numbers, web and/or social media addresses, or maps if applicable.  Visual The images, graphics, or other visual elements in an ad or marketing material.  Slogan and Taglines A tagline is a concise, enduring phrase that encapsulates the essence, vision, or unique proposition of a brand or company. It is usually three to seven words in length and can be either a statement or a complete sentence.  Slogan and Taglines A slogan is a short, catchy phrase used in a specific campaign or promotion. Just like a tagline, slogan is usually three to seven words in length and can be either a statement or a complete Slogan and Taglines Intended Learning Outcomes identify the essential components of copy and their roles in an advertisement; and create a compelling advertisement copy that effectively integrates all key components. Thank You For Your Attention