Copywriting

what is copy? what is a copywriter?

Copy refers to the text or words used in marketing or advertising to persuade people to
take action, such as buying a product, signing up for a service, or clicking on a link. It’s the
content you see on websites, ads, brochures, social media, etc.

A copywriter is a person who writes that persuasive text. Their job is to create messages
that are clear, engaging, and motivating, helping businesses communicate effectively with
their audience.

Who needs a copywriter?

• Businesses: To advertise products or services.
• Websites: To create content that attracts visitors and encourages them to take
action.
• Social media managers: To craft posts that engage followers.
• Advertising agencies: To produce ads that sell.
• Entrepreneurs: To create pitches, sales pages, or emails that convert readers into
customers.

In simple terms, anyone who wants to promote something and needs the right words to do
it effectively can benefit from a copywriter!

Key Responsibilities and Attributes of a Copywriter:

1. Creativity: Thinks of fresh, unique ideas that grab attention.

2. Writing Skills: Writes clearly, concisely, and persuasively.
3. Marketing Knowledge: Understands how to target audiences and sell effectively.
4. Attention to Detail: Ensures each word and sentence is perfect.
5. Research Skills: Gathers important info about products and audiences.
6. Adaptability: Adjusts writing style to fit different tones or projects.
7. Collaboration: Works well with teams, open to feedback.
8. Time Management: Meets deadlines and manages tasks efficiently.
 9. Avid Reader: Stays informed by reading diverse topics.
10. Trendy: Keeps up with current events and trends.
11. Discipline: Juggles multiple projects without missing deadlines.

Principles of Copywriting:

You vs We: Focus on the reader's benefits, not the company's features.
Write As You Speak: Keep it simple and conversational.
Attention-Grabbing Headlines: Use bold or creative headlines to capture
attention.
Expand with Lead Paragraph: Follow up the headline with clear information.
Focus on the Reader: Address their needs, fears, and desires, not just the product.
Be Sincere: Build trust by being genuine and honest.
Make the Product Irresistible: Highlight what makes it stand out.
Use Fear: Motivate by highlighting what they might miss or lose.
Be Personable: Show there’s a real, caring person behind the message.
Check Spelling: Ensure your copy is error-free.
Use Photos: Let images support your message.
Use Graphics: Direct attention with icons or arrows.
Offer Testimonials: Let customers share positive feedback.
Create a Memorable Logo: Use a simple, easy-to-recognize logo.
Create a Slogan: Make a catchy, unforgettable slogan. Nike – Just Do It. Visa – Go
get it Pepsi – Yeh Dil Maange More.
Get a Response: Encourage immediate action with clear calls to respond (e.g.,
“Order now”).

Persuasive Copywriting Techniques -

Repetition: Repeat your message in different ways so the reader understands

clearly.
Reasons Why: Always give reasons for your claims, even simple ones.
Consistency: Start with a point the reader agrees with, then build on it.
Social Proof: Show that others trust or use your product (testimonials, referrals).
Comparisons: Use relatable comparisons to make your point stronger.
describe and Solve: Highlight the reader's problem, then offer your solution.
Storytelling: Use stories to help readers persuade themselves of your point.
Young’s Five-Step Model of the Creative Process outlines
how creative ideas are formed-
Preparation: You start by researching and gathering all relevant information about
the problem or task. This is when you immerse yourself in learning and
understanding the challenge.
Incubation: After gathering information, you step away from the problem and let
your subconscious mind work on it. This phase involves no active thinking, but your
mind continues to process the information in the background.
Illumination: Suddenly, an idea or solution appears. This is the "Aha!" moment
when all the pieces fall into place, and you get a creative insight.
Evaluation: Once you have the idea, you analyze it to determine if it’s valuable,
practical, or worth pursuing. This phase helps you decide if the idea can be
implemented.
Implementation: In the final step, you put your idea into action. You develop it, test
it, or bring it to life in a concrete way.

This model emphasizes that creativity is a process that combines active thinking, rest, and
evaluation to bring new ideas to life.

Big Idea-
A big idea is a fresh, attention-grabbing concept in advertising that makes a strong impact.
It unifies a campaign and can lead to huge success. For example, Nike's "Just Do It" and
"Got Milk?" are big ideas that became iconic, reaching beyond just ads and becoming
cultural slogans. A strong big idea can lead to a large return on investment (ROI).

Ideation-
Ideation is the process of creating and developing new ideas. It involves thinking of new
concepts, developing them, and then turning them into real solutions. Ideas can be visual,
concrete, or abstract, and the process covers everything from the initial spark of
innovation to fully realizing the idea.
Copywriting Style in Current Advertising Campaigns

Overview: Today’s advertising focuses on making a personal connection with the

audience. Brands use friendly language, tell stories, and stay relevant to social issues.
Let's look at a specific example to understand these techniques better.

Case Study: Nike's "You Can't Stop Us" Campaign

Campaign Overview: In 2020, Nike launched the “You Can’t Stop Us” campaign to inspire
people during the COVID-19 pandemic. The ad featured a powerful message about
resilience and unity.

Key Elements of Copywriting in the Campaign:

12. Conversational Tone: The language used is relatable and direct, making viewers
feel like they are having a conversation rather than just watching an ad.
o Example: Instead of using complex language, the ad spoke in simple,
motivational phrases that everyone could understand.
13. Storytelling: The campaign told the stories of various athletes and everyday people
overcoming challenges.
o Example: The ad featured clips of athletes from different sports, showing
their struggles and triumphs. This connected emotionally with the audience,
making them feel empowered.
14. Humor and Wit: While the campaign was serious, it still had moments of light-
heartedness that made it enjoyable.
o Example: The ad included clips of playful moments in sports, reminding
viewers of the joy sports bring, even during tough times.
15. Cultural Relevance: The campaign addressed the ongoing pandemic and social
issues, emphasizing community and togetherness.
o Example: It included visuals of people helping each other and staying active
despite the challenges, resonating with viewers' experiences during that
time.
16. Urgency and Action-Oriented Language: The copy encouraged viewers to take
action and stay motivated.
o Example: Phrases like “Let’s keep going” and “We’re all in this together”
inspired people to remain active and hopeful.
Conclusion

Nike's "You Can’t Stop Us" campaign is a great example of modern copywriting. By using a
friendly tone, telling powerful stories, and addressing current issues, Nike created an ad
that connected deeply with its audience. This style not only grabs attention but also builds
a strong emotional bond with the brand.

Brief-
A brief is a short document that provides important information about a project or
campaign. It helps everyone involved understand the goals and key details.

What is an Advertising Brief?

An advertising brief is a specific type of brief that provides details for an advertising
campaign. It typically includes:

• Objectives: What the campaign aims to achieve (e.g., increase sales, raise brand
awareness).
• Target Audience: Information about who the campaign is aimed at (e.g., age,
gender, interests).
• Key Message: The main idea or message that should be communicated to the
audience.
• Tone and Style: Guidance on how the message should be conveyed (e.g.,
humorous, serious).
• Media Channels: Where the advertisement will be placed (e.g., TV, social media,
print).
• Budget: The financial resources allocated for the campaign.

What is a Product Brief?

A product brief is a document that focuses on a specific product. It provides important

information to help guide the development and marketing of that product. Key elements
often include:

• Product Description: A clear overview of the product, including features and

benefits.
• Target Market: Information on the intended audience for the product.
 • Unique Selling Proposition (USP): What makes the product different from
competitors.
• Goals: Specific objectives for the product, such as sales targets or market
penetration.
• Timeline: Key dates for development, launch, and marketing activities.
• Budget: Estimated costs associated with product development and marketing.

Summary

In summary, both advertising briefs and product briefs are essential tools in marketing and
advertising.

Marketing Brief (or Marketing Communications Brief)

A marketing brief is a document that outlines the key details for a marketing campaign or
project. It serves as a guide to ensure everyone involved understands what needs to be
done and how to do it. Here are the main parts of a marketing brief:

17. Objectives: What the campaign wants to achieve, like increasing sales or raising
awareness about a product.
18. Target Audience: Who the campaign is aimed at, such as specific age groups,
interests, or locations.
19. Key Message: The main point or idea that should be communicated to the
audience.
20. Tone and Style: The type of language and feeling to use in the marketing materials,
like friendly, professional, or fun.
21. Media Channels: Where the marketing will appear, such as on social media, TV, or
in print.
22. Budget: How much money is available for the campaign.
23. Timeline: Important dates for when the campaign will start and finish.

In simple terms, a marketing brief is a clear guide that helps everyone involved in a
campaign understand what needs to be done and how to reach the target audience
effectively.
The Creative brief: the bridge between strategy and
execution-
A creative brief is a short document that connects the strategy (the plan) with the
execution (the actual work). It explains the goals of a project and provides guidance to the
creative team on what needs to be done, ensuring that everyone stays focused on the
same objectives. It helps turn ideas into actions, like designing ads, writing content, or
creating visuals.

Creative Brief-
A Creative Brief (also called a Copy Platform) is a document created by an Account
Planner. It starts when the planner studies the market and learns about the consumers'
likes, dislikes, and buying habits. The Account Planner talks directly with customers and
consumers to understand their needs and behaviors. The goal of these conversations is to
find important insights about what motivates people, called Key Human Insight, which is
then used to guide the creative strategy. This ensures the advertising or campaign
resonates with the target audience.

Elements of Print advertisement-

Headlines

Subhead

White Space

Image & Illustrations

Body Copy

Signature and CTA

Guidelines for writing a successful print Ad-

• Highlight a Benefit in the Headline

 • Make it Easy to understand: Use bullets, subheads, and bold text so readers can
quickly grasp the message.
• Use Testimonials: Customer testimonials build trust and credibility.
• Focus on the Customer: Always answer, "What's in it for me?"
• Use "You" Words: Speak directly to the reader using "you" and "your" instead of
"we" or "our."
• Perfect the Headline:
• Critique Your Own Ad:
• Include a Coupon: Coupons draw attention and encourage readers to act.
• Write a Strong Body Copy: Once the headline grabs attention, use strong copy to
convert the reader.

Slogan-
Nike slogan just do it so simple but still grabs attention and increase brand awareness and
differentiating the brand from its competitors.

Guidelines for Writing Copy for Children:

Innocent Approach: Use simple, playful language.

Strong Visuals and Animation: Kids prefer visuals over product details.
Swift Action and Music: Fast action, music, and child models catch their attention.
Parental Influence: Parents guide kids' consumer behavior.
Peer Influence: Friends affect children's choices, especially as they age.
Pester Power: Kids often persuade parents to buy things they want.
Childlike Approach: Write in a way that kids understand and relate to.
Age-Appropriate Themes: Younger kids need simple stories, while older ones
handle complex themes.
Story is Key: Keep the story engaging, clear, and fast-paced.
Interesting Locations: Use exciting settings, but keep descriptions short.
Strong Characters: Create memorable, action-driven characters kids can connect
with.

Essentials for Writing Copy for Youth:

 Speak Their Language: Use relatable, modern language, avoiding outdated or
overly formal terms.

Appeal to Their Dreams: Focus on their aspirations and goals in the messaging.

Be Authentic: Youth value honesty, so avoid false claims or inauthentic messaging.

Use Visuals: Include engaging images or videos to grab attention.

Leverage social media: Utilize platforms where young audiences spend time to
share your message.

Show Social Responsibility: Highlight your company's efforts in social justice or

environmental causes.

Add Humor: Humor can make your message more relatable and memorable.

Personalize the Message: Tailor your copy to their specific interests using data
insights.

Incorporate Peer Content: Include user-generated content like reviews to build

trust.

Work with Influencers: Collaborate with influencers who resonate with youth for
more credibility.

Use Social Proof:

Use CTA:

Principles of writing press release copy-

Whatever your objective, you can deploy PR tactics such as press releases to your
advantage. To succeed, you need to understand a few things about the media and how it
works. Understanding what the Media Want It is important to establish a working
relationship between the organisation and the media (both local and national). It’s not
enough to want attention. The secret to successful media relations is to serve your
interests by serving the media’s interests. The more you can match your story to their
needs, the more likely they are to publish You need to think about what media want:
i. they want news
ii. They want reader relevance
iii. They want fresh insights.

Humour Appeal in Advertising-

Humor Appeals are ads designed to make people laugh, creating an emotional
connection with the audience. They help make a brand or product more likable and can
improve brand perception. However, humor must be used carefully, as it can alienate or
offend some audiences.

Humor works best with every day, non-controversial products, like coffee, snacks, or cell
phones. Examples include Coca-Cola’s “beach ad” featuring a penguin or Old Spice’s
“Smell Like a Man” campaign.

When to Use Humor: It works well for familiar brands but can confuse customers if the
brand is unknown. For relatable products or services, humor can boost market share.