Copywriting For Digital Marketing
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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
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What is Copywriting
Writing Advertisement Message
“Menulis Mesej Iklan”
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Importance of
Copywriting
Elements To Be Considered in Copywriting
Source: MDEC
3 Types of Copywriting
Teaser
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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
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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
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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.
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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)
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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
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Teaser
Group 8 (Medic), Sem 2, 2019/2020
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Hardsell Details
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◙ Price
◙ Color variety
◙ Sizes/ Length
◙ Materials / Texture
◙ Quality
◙ Origin / manufacture
◙ Brand
◙ Discount
◙ Free gift
Hard sell Details
◙ Price
Pudding
(Dadih)
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Hard sell Details
Pudding
(Dadih)
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◙ Price
◙ Flavor variety
◙ Sizes
◙ Packaging
◙ Origin/
Manufacturer
◙ Brand
◙ Ingredients
◙ Halal or not
◙ Discount
Hard sell Details
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◙ 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
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FORCING
THROUGH
HARD SELL
It just does not work!
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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
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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
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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
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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
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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
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A Little Test:
What type of
copywriting is this?
A. Hard sell
B. Soft sell
C. Teaser
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A Little Test:
What type of
copywriting is
this?
A. Hard sell
B. Soft sell
C. Teaser
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Copywriting Scheduling & Planning
(Plan the Copywriting Flow)
1
TTT
HH
TTTT
HHH
SSSS
HHH SSSSSS
TT
SS
H T
SSSS
H SS
2
3
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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
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Go double
Develop Copywriting Schedule (Details)
Specify the
date
Specify the
type of
copywriting
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Detail out the
AIDCA content
& Tactics used
Specify copywriting content
presentation styles
Note:
Specify Copywriting Content Presentation Styles
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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
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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
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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
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Selling
AIDCA
AI
TIPS:
Language
Copywriting
Include
Emotions
(Copywriting
Triggers)
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Magic
Words
Writing
Style
Colors
Choices
Highlight
Appropriately
Variety of
Presentation
Language
Customers’ preferred
language
Use local dialect
Can use relevant
slang
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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
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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
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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
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(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
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Variety of
Content
Presentation
Poster (P)
Video (V)
Poster + Advert (P+A)
Video + Advert (V+A)
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REAL
Past Semester
Students’ Work
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Hard
Sell
P+A
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Group 16, Team 15 (FSSS), Sem 2, 2019/2020
Hard
Sell
P+A
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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
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Hard
Sell
P
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Teaser
P
Group 2 (API), Sem 2, 2019/2020
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P+A
Group 8 (Medic), Sem 2, 2019/2020
Teaser
P+A
Group 2 (API), Sem 2, 2019/2020
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Teaser
Group 8 (Medic), Sem 2, 2019/2020
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P
Group 16, Team 13 (FSSS), Sem 2, 2019/2020
P+A
Teaser
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