COPYWRITING
• Expressing the values and benefits a brand has
to offer through written or verbal descriptions.
– Able to comprehend and then incorporate the
complexities of marketing strategies, consumer
behavior, and advertising strategies into a brief yet
powerful communication!
– Need for vast information
– Creative Plan (Copywriter and Art Director)
GOLDEN
MAIN COPYWRITING RULE!
•KISS!
GOLDEN
COPYWRITING FOR PRINT
• Headline: Should motivate the reader to
move on to the rest of the ad.
– Know basic purposes/types- not an
exhaustive list!
– Pages 382-384.
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HEADLINE GUIDELINES
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Major persuasive component!
Appeal to reader’s self interest!
Inject maximum info without wordiness.
5 to 8 words!
Include brand name
Entice the reader to read the body copy or
examine the visual.
• Never change the type faces within headline.
• Use simple, common, familiar words.
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SUBHEAD
• A few words or short sentence that
enhances or supplements the headline.
• Heuristics (Rules of Thumb):
– Smaller print thanheadline.
– Can communicate more complex
information than the headline.
– More Copy = More need for a Subhead!
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BODY COPY
• Text portion. Must coordinate with other
components and should advance the
strategy.
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Straight-line
Dialogue
Testimonial
Narrative
Direct response
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GUIDELINES FOR
BODY COPY
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Present tense
Singular nouns and verbs
Active verbs
Familiar words and phrases
Vary length of sentences and paragraphs
Involve the reader
Support claims
Avoid clichés or superlatives
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COPYWRITING FOR
CYBERSPACE
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Style influenced by techno-babble.
Not creative nor persuasive (not in book).
Annoyance issues.
Generally follow print guidelines but
assumes a more active audience- a lot of
need for direct response copy.
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COPYWRITING FOR
BROADCAST
• Very different from print!
– Fleeting exposure!
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RADIO
• Very much under-appreciated and may
be the most creative outlet for
copywriting!
• Goal is to stimulate the imagination!
• “THEATER-OF-THE-MIND!”
• “Audio Wallpaper” problem! Or in other
words, no active listening!
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RADIO FORMATS
• Music
– Attract attention, enhance recall, and
integration.
• Dialogue (boring- use humor).
• Announcements (good for live broadcast).
• Celebrity Announcer.
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GUIDELINES FOR
RADIO COPY
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Common, familiar language.
Short words and sentences.
Stimulate the imagination.
Repeat the name of the product.
Stress main selling point(s).
Use sound/music with care.
Tailor copy to the time, place, and audience.
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RADIO PRODUCTION
• Use word count guidelines DAMN IT!
• PAGE 393!
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COPYWRITING FOR TV
• Must be highly sensitive to visuals and
motion.
– Use of the storyboard
– Script Specifications (Radio and TV)-
PAGE 438!
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GUIDELINES FOR TV COPY
• Use and support the video.
• Coordinate the audio with the video.
• Sell and ENTERTAIN!
• Flexibility (15, 20, 30, 60 second ads).
• Use copy judiciously.
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OTHER COPY ESSENTIALS
• Slogans
• IBP
• URL/Signatures
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COMMON COPYWRITING
MISTAKES
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Vagueness
Wordiness
Triteness
Focus on cleverness- Creativity for
creativity’s sake! Remember the message
strategy or objective!
GOLDEN