COPYWRITING Meeting 1 What is copywriting Copywriting is

COPYWRITING Meeting 1

What is copywriting? Copywriting is defined as the process of writing the words that promote a person, bussiness, opinion, or idea.

Purpose of Copywriting To persuade the listener or reader to act—to buy a product or subscribe to a certain viewpoint, or instance To dissuade a reader from particular belief or action

Who does copywriting? Some people use the word ‘copywriter’ to refer specifically to those who create concepts and content for advertisements.

Who does copywriting? Some copywriters have a specialisation based on their experience. Others are happy to write anything.

Good copywriters are: literate creative reflective disciplined curious like detectives

Writing Vs. Copywriting: What is The Difference? A Copywriter Highlights An Article Into A Functional One A Copywriter Sells Something A Copywriter Calls For Action A Copywriter Has Different Writing Styles

Types of Copywriting Search Engine Optimization (SEO) Copywriting Sales Copywriting Technical Copywriting Content Copywriting Creative Copywriting

Forms of Copywriting online advertisements emails television and radio commercial scripts and jingles press releases billboards online and offline brochures, leaflets and catalogues social media posts

For copy to convince the consumer to buy the product, it must do three things: 1. 2. 3. Get attention. Communicate. Persuade.

HAS THE INTERNET CHANGED COPYWRITING?

Elements of an Advertisement 1. 2. 3. 4. Headline: To get your attention and draw you to the subheadline. Subheadline: To give you more information and further explain the attention-getting headline. Photo or Drawing: To get your attention and to illustrate the product more fully. Caption: To describe the photo or drawing. This is an important element and one that is often read.

Elements of an Advertisement 5. 6. 7. 8. Copy: To convey the main selling message for your product or service. Paragraph Headings: To break up the copy into chunks, thereby making the copy look less imposing. Logo: To display the name of the company selling the product. Price: To let the reader know what the product or service costs. The price could be in large type or could be buried in the copy.

Elements of an Advertisement 9. Response Device: To give the reader a way to respond to the ad, by using the coupon, toll -free number or ordering information, usually near the end of the ad. Overall Layout: To provide the overall appearance for the ad, by using effective graphic design for the other elements.

LOGO HEADLI NE BODY COPY

Nobody reads ads. People read what interests them. Sometimes it's an ad. HOWARD GOSSAGE

Slogans/ Taglines Slogans are one-line promises of value. The value might be boldly stated or subtly shaded, but it has to be both clear and believable. In some advertisements, the slogan may be the only content.

Benefit

Questions

Command

Promise

Sources http: //blog. hubspot. com/blog/tabid/6307/bid/33441 /10 -companies-that-totally-nail-copywriting. aspx https: //www. quicksprout. com/the-definitive-guideto-copywriting/ http: //www. copyblogger. com/the-long-and-short-of -copywriting/ http: //www. optinrevolution. com/blog/writing-vscopywriting-what-is-the-difference/ http: //www. writersbureau. com/writing/types-ofcopywriting. htm https: //jatspacebox. wordpress. com/tag/body-copy/