Copywriting For Digital Marketing 1) 2) 3) 4) 5) 6) 7) What is Copywriting? Importance of Copywriting Elements to be Considered in Copywriting 3 Types of Copywriting Copywriting Scheduling & Planning Profiling the Customer Right AIDCA Formula – Developing Content for Copywriting 8) Tips for Copywriting 9) Some Examples copyright@Dr. Irene What is Copywriting Writing Advertisement Message “Menulis Mesej Iklan” copyright@Dr. Irene Importance of Copywriting Elements To Be Considered in Copywriting Source: MDEC 3 Types of Copywriting Teaser copyright@Dr. Irene Hard sell Soft sell Teaser Hard sell ● Just like trailer of new ● Purpose: movies Just want to sell, ● Show a little & hide a lot sell, sell, sell … ● Indicative phrases: ● Product specification Coming soon, 5 days more, & benefit do countdown, etc Examples: ● Use few but captivating words Price, brand, materials, 3 purposes: color, size, length, origin, i) Intro new product ingredients, discount, etc ii) Re-intro existing product (Those info found on the iii) Draw attention to upcoming packaging of products) advertising campaign copyright@Dr. Irene Soft sell Stealth selling ● Purpose: Want to influence customers indirectly/ psychologically Want to show that you care for them, not just after the money Sharing: Tips, good practices, useful knowledge, fun facts, ASMR Make them: happy, excited, feel appreciated, entertained, positive feel, fascinated, curious Teaser Also known as a pre-launch campaign; mystery ads Typically consists of a series of small advertisements that anticipate a larger, full-blown campaign for a product launch Purpose: ● To introduce a new product ● To re-introduce existing product into the market ● To draw attention to an upcoming advertising campaign of an existing product Reveal only a little about the product. Purpose: - To arouse widespread attention & build excitement and expectations through consumer curiosity copyright@Dr. Irene Hard Sell ◙ Main purpose: To sell (selling type of copywriting) ◙ Hard-sell advertising uses a direct "reason why" approach ◙ Advertisement content / elements: - Informs the full info : headline, body copy, closing, visual components of the advertisement - Focus attention: - Specification of the product - How the consumer can directly benefit from using the product, - Sales promotion ◙ The assumption about consumer decision-making is that such decisions are rational and reasoned. copyright@Dr. Irene copyright@Dr. Irene Soft Sell ♫ More subtle and indirect. - Attempts to: indirectly influence the consumer by evoking positive emotional responses that are associated with the advertised product. ♫ Use advertisement elements that are humorous, warm & friendly to elicit those responses ♫ The assumption about consumer is that such decisions are based on feelings. ♫ Also called : Stealth-selling (“jual dalam diam-diam” / in quiet quiet I sell) Meaning: You are selling without customers realizing it ♫ Soft sell advert is easy to make. - Can either make you own or use the existing ones in the internet sources (But must acknowledge if u do) copyright@Dr. Irene Key Component: Seduction Interesting Entertaining Pique Curiosity Relevant Vivid Compelling Evokes positive emotions Tricky Teaser To arouse widespread attention build excitement & expectations through consumer curiosity copyright@Dr. Irene Teaser Group 8 (Medic), Sem 2, 2019/2020 copyright@Dr. Irene Hardsell Details copyright@Dr. Irene ◙ Price ◙ Color variety ◙ Sizes/ Length ◙ Materials / Texture ◙ Quality ◙ Origin / manufacture ◙ Brand ◙ Discount ◙ Free gift Hard sell Details ◙ Price Pudding (Dadih) copyright@Dr. Irene Hard sell Details Pudding (Dadih) copyright@Dr. Irene ◙ Price ◙ Flavor variety ◙ Sizes ◙ Packaging ◙ Origin/ Manufacturer ◙ Brand ◙ Ingredients ◙ Halal or not ◙ Discount Hard sell Details copyright@Dr. Irene ◙ Price ◙ Brand ◙ Color varieties ◙ Origin / manufacture ◙ Quality ◙ Ingredients ◙ Texture ◙ Packaging design ◙ Sizes ◙ Environmental-friendly ◙ Water-proof Hard sell Details: ● Price ● Screen size ● Weight ● Color choices ● Memory ● Audio Features ● Webcam Features ● Keyboard ● Operating System ● Battery Type Laptop ● Processor ● Battery Weight ● Hard Drive ● Port Description copyright@Dr. Irene FORCING THROUGH HARD SELL It just does not work! copyright@Dr. Irene Soft sell Ideas A video/ tutorial u share with customers on how to wash silk scarf the right way AT HOME Hard sell Details ◙ Price ◙ Brand ◙ Color variety ◙ Sizes/ Length ◙ Materials / Texture ◙ Quality ◙ Origin copyright@Dr. Irene Share a tutorial on teaching little ones to wear a scarf Share a tutorial on interesting ways of styling a certain scarf fashion Compile a video/ short clip on the trending scarf styling in Malaysia Soft sell Ideas Tips on how to choose a scarf of cool material An attractive documentary on the history of wearing scarf A tutorial on how to organize 100 scarves in a small wardrobe Share a tutorial on how to style scarves for men copyright@Dr. Irene Share a tutorial on how to style scarves for long /short hair Share a tutorial on how to DIY a scarf hanger Share a tutorial on easiest way to thread a needle Soft sell Ideas Hard sell Details ◙ Price ◙ Brand ◙ Color varieties ◙ Origin ◙ Quality ◙ Ingredient Fun facts about lipstick Compile an interesting clip on the lipstick trend in Malaysia Share a BTS video how a lipsticks are made in a factory Compile a video on interesting history of lipstick Tutorial on how to apply lipstick the right way for dry lips Share a tutorial on how to remove the lipstick stain Tutorial on lipstick colors for different occasions Tutorial on make-up copyright@Dr. Irene Pick a heatlh-concern or environmental concern ingredients of the lipstick u sell, and talk about its advantages Tutorial on preventing lipstick from sticking on the facial mask Interesting ASMR clip Poster copyright@Dr. Irene Group 16 Team 8 (FSSS), Sem 2, 2019/2020 Soft sell advertisement is easy to make because.. You can either make your own or U can find the existing ones. But do acknowledge when you use an existing ones copyright@Dr. Irene A Little Test: What type of copywriting is this? A. Hard sell B. Soft sell C. Teaser copyright@Dr. Irene A Little Test: What type of copywriting is this? A. Hard sell B. Soft sell C. Teaser copyright@Dr. Irene Copywriting Scheduling & Planning (Plan the Copywriting Flow) 1 TTT HH TTTT HHH SSSS HHH SSSSSS TT SS H T SSSS H SS 2 3 copyright@Dr. Irene SSSSSS H T H T Introductory Teaser Promotional Teaser Rule of Thumb: Hard sell & Soft sell No. of Soft sell No. of Hard sell Capitalize on Emerging Event: (Seasonal setting) ► Comprehensive Hard sell ► Selected Highlights copyright@Dr. Irene Go double Develop Copywriting Schedule (Details) Specify the date Specify the type of copywriting copyright@Dr. Irene Detail out the AIDCA content & Tactics used Specify copywriting content presentation styles Note: Specify Copywriting Content Presentation Styles copyright@Dr. Irene Profiling the Customer Right is crucial Bases for Profiling Customers (Customer Segmentation) Source: MDEC Source: MDEC Source: MDEC What Content to Put into a Copywriting copyright@Dr. Irene AIDCA FORMULA Headline Introduction Body ■ Capture readers’ attention by interesting HEADLINE ■ Use engaging story telling to sustain readers interest (testimony, story, statement form authority) ■ State benefit of your product ■ Use emotional elements; Highlight or bold main points ■ Use interesting photo ■ Make readers to desire / want to buy your product ■ Emphasize - Feature: Main component or characteristics - Advantages: speciality, uniqueness of product - Benefit: Gains & value achieved using the product Closing ■ To further convince readers to buy by citing what others said about your product - Good testimony & feedback from users - Expert statement of renowned organization - Interesting facts & figure about your company & product ( years established, no. of experts, no of existing users) ■ Give clear instruction for buying action + Tips: Give offer, discount, freebies, service + Elements of urgency copyright@Dr. Irene Headline Introduction Body Closing ■ Capture readers’ ATTENTION by interesting headline ■ Use engaging story telling to sustain readers INTEREST (testimony, story, statement form authority) ■ State benefit of your product ■ Use emotional elements; Highlight or bold main points ■ Use interesting photo ■ Make readers to DESIRE / want to buy your product ■ Emphasize: Benefits/ Advantages - Feature: Main component or characteristics - Advantages: speciality, uniqueness of product - Benefit: Gains & value achieved using the product ■ To further convince readers to buy by citing what others said about your product - Good testimony & feedback from users - Expert statement of renowned organization - Interesting facts & figure about your company & product ( years established, no. of experts, no of existing users) ■ Give clear instruction for buying action + Tips: Give offer, discount, freebies, service + Elements of urgency Source: MDEC Source: MDEC Source: MDEC Source: MDEC Source: MDEC Is it compulsory to use all the 5 pivots of AIDCA to develop all our advertisements (T,H,S)? ● Attention (Headline) AI AIDCA ● Interest ● Desire ● Conviction ● Call to Action copyright@Dr. Irene Selling AIDCA AI TIPS: Language Copywriting Include Emotions (Copywriting Triggers) copyright@Dr. Irene Magic Words Writing Style Colors Choices Highlight Appropriately Variety of Presentation Language Customers’ preferred language Use local dialect Can use relevant slang copyright@Dr. Irene Writing Style ■ Short sentence ■ Easy to understand ■ Use relaxing sentence ■ Use inviting sentences ■ Write in ways that raises good feeling or creates attractive psychological ambience ■ Not necessarily grammatically correct Highlight Appropriately Use Highlight or BOLD or CAPITAL LETTER for main words and important messages Include Emotions in the Copy (Copywriting Triggers: ) (Use Emoticons) Source: MDEC copyright@Dr. Irene Source: MDEC Source: MDEC Use of Magic Words The Key to use Magic Words: 3 Categories Attract Attention Create Trust Urge Action NEW, EASY, YOU, SAVE, DISCOVER, FAST SAFE, HAPPY, RESULTS, PROVEN, GUARANTEED NOW, QUICK, HURRY ● Words that offer universal benefits which people are always drawn to ● Used in: - headlines & - introductory paragraph copyright@Dr. Irene A I ● Once you’ve got the customers reading, reassuring words help to prevent doubts & interest going cold ● Use at the end of copy content to urge readers to act immediately. ● Used in the middle to lower half of a copy content. D C A Advice: The Use of Magic Words ● Use them appropriately to reinforce parts of the copywriting content ● Need to be cautious with the quantity (Use them sparingly) - Even the most powerful magic words cannot transform poor content - They only add extra flavors to good copy content copyright@Dr. Irene (More – Better, more effective) (The most – Best, most practical, cheapest) (There’s none like this…) (Are you fat but lazy to exercise) (Let me show you HOW ..) (Don’t read unless you are 25 yo above & married) (Mystery, secret exposed ..) (So best, use only 3 days, effective already (Emotional – Look at the face of my children, what will happen to them IF I …..) Source: MDEC Use Magic Words Care for Color Choice The Psychology of Colors in Marketing : A tricky win ● Different colors have different psychological effects on consumers. ● Choose colors that go well with each other ● Choose colors that appeal to meaningful emotion Colors Emotions Guide copyright@Dr. Irene Variety of Content Presentation Poster (P) Video (V) Poster + Advert (P+A) Video + Advert (V+A) copyright@Dr. Irene REAL Past Semester Students’ Work copyright@Dr. Irene Hard Sell P+A copyright@Dr. Irene Group 16, Team 15 (FSSS), Sem 2, 2019/2020 Hard Sell P+A copyright@Dr. Irene Group 16, Team 15 (FSSS), Sem 2, 2019/2020 Hard Sell’s poster with moving feature to attract readers’ attention Group 8 (Medic), Sem 2, 2019/2020 copyright@Dr. Irene Hard Sell P copyright@Dr. Irene Teaser P Group 2 (API), Sem 2, 2019/2020 copyright@Dr. Irene P+A Group 8 (Medic), Sem 2, 2019/2020 Teaser P+A Group 2 (API), Sem 2, 2019/2020 copyright@Dr. Irene Teaser Group 8 (Medic), Sem 2, 2019/2020 copyright@Dr. Irene P Group 16, Team 13 (FSSS), Sem 2, 2019/2020 P+A Teaser copyright@Dr. Irene copyright@Dr. Irene
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