Copy Writing & Conceptual Advertising

Professional Success in the field of Convincing Target Audience to get

facilitated with your product/brand
Lecture # 1
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Copy Writing & Conceptual Advertising
Content of the Course
1. Learn to write powerful and persuasive marketing copy
2. Unlock your creativity
3. Apply your skills to a range of disciplines
4. About the Roots of Copy Writing
5. How to Write with conviction
6. How to understand motives
What is Copy Writing

• Copywriting is the act of writing text for the purpose of advertising or other forms
of marketing.

• The product, called copy is written content that aims to increase brand awareness and
ultimately persuade a person or group to take a particular action.

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Who is the Copywriter
He/She is a communicator who manipulates words/images, and applies creative
strategies within media.

Benefits:
Convincingly,
Concisely,
Originality via: Pictures, Webpages,
Text, and sounds
The best copywriters have a variety of
interests and master many skills.

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Copy Writers
It involves knowledge; two types of knowledge
The first is a very broad or General Knowledge and the second is a very specific or Targeted knowledge.

• The best copywriters in the world are those who are:

i. Curious About Life,

ii. read a great deal,

iii. have many hobbies,

iv. like to travel,

v. have a variety of interests,

vi. often master many skills, get bored and then look for other skills to master.

vii. They hunger for experience and knowledge and find other people interesting. \

viii. They are very good listeners.

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Experience Create Ideas
Our minds are like giant computers. Every experience that goes into your brain—both good and bad—becomes more program
material and data to recall and assemble in new ways in the future.

There is nothing really new in life. It’s simply a matter of taking previous pieces of knowledge
and putting them together in a unique and different format

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If we want to be clever with WORDS, it
must always be with the aim of
communicating the RIGHT message in
a MEMORABLE way and with
maximum IMPACT.
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Teddy gets ready for a night on the town. Actually this
surreal image is intended to illustrate the bizarre and
slightly disturbing combination of children’s charities, safe
sex and male scent – just to show you the variety of tasks
copywriters might be asked to work on.

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The very act of starting writing can help
clear your mind of some of your more
obvious thoughts. Your subsequent ideas
will often flow more freely and demonstrate
greater originality.

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Self-indulgence or caring for your fellow man?
Advertising is called upon to promote some very
different causes – from the selfish to the
selfless. Here a clever cut-out direct-mail piece
highlights the insignificance of many door-drop
leaflets as compared to the importance of blood
donation.
The other promotional leaflets that appear below
the National Blood Service mailer are actually a
physical part of this item.
Client: National Blood Service
Agency: Kitcatt Nohr Alexander Shaw
Copywriter: Simon Robinson
Art Director: Maya Rowson

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Copy Writers’ Help
1. Billboards,
brochures, catalogs, jingle lyrics, magazine and newspaper advertisements,
2. sales letters and other direct mail,
3. scripts for television or radio commercials, taglines, white papers, social media posts,
and
4. other marketing communications

They are generally known as website content writers or copywriters if their work
appears mostly on the Internet.
1. A content writer helps create online
advertisements, webpages, email newsletters, blog posts and social media posts.

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Top 10 Traits of a Great Copywriter
1. Unstoppable curiosity about how things work
2. Fascination with images suggested by words
3. Enjoys every aspect of the media-interest in current affairs
4. Recognizes both ends if an argument
5. Lack of Ego
6. Is totally interested in people and what makes them tick
7. Is sympathetic to people’s needs
8. Has a vivid imagination
9. Takes a logical, lateral approach to technical matters
10. Has a good sense of humor 13
A Wooden Stool

There are three supports to provide creativity

stability to you copy. Remove one and your
creative argument and integrity topples over.

Involvement

Achievement
Reward

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Copy Writing Approach

Involvement
Customer & Seller

Reward

Purchasing A Product

Achievement Appreciated

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Basic Ingredients for Effective Copy Writing

25% 10%
50% Information 15% Inspiration
Personalization Perspiration

1. The more balanced your approach, the greater will be your understanding of a targeted
audience.
2. Adapt your style and tone of voice to establish rapport and credibility with your intended
reader, viewer, listener and so forth.
3. Its by getting to know what makes people want to listen, read, continue to watch what you
have to say that you can write effective copy.

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How Copy Writing Relates to Sales
Aim is to using it for selling purpose through convincing them to buy the product or
avail the service

This applies even if you don’t want to sell something but rather want to encourage your
audience to take next step-such as donate some money to a charity

All successful salespeople need the ability to think laterally. Original thinking is essential to
assimilate various pieces of information into a finely tuned message

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 You need to make your Product or Service:

Attractive Interesting Desirable Convincing Actionable AIDCA

In other words, turn

Features into Advantages and Benefits…..

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Find out Mistakes in following copywriting Ads

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Who knew Target sold computer desks specifically for black kids? A better way to phrase this would be “Kid’s Computer Desk
– Black.”
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Be Careful while adding images into Copy writing

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6 Tips to Learn Copy Writing

Write lot of
Headlines

Add a sense of Understand your

Urgency reader/audience

Tell them
Make Specific
(readers) where to
Claims
go

Use
Evidence/Proof

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How to Write Headlines
5 Great Headlines You Can Steal-To Attract Attention of your Target Audience

Who Else Wants To

How to get your
The The Discover Over 101 The Weird
book published even
Delicious Thai Meals You
Question if you being rejected Numbered Can Cook From Home In Trick
by every publisher in
Headline town
Headline 10 Minutes Or Less? Headline

1 2 3 4 5

Do you Make The “How” 7 proven ways The Who One weird old tip for
these Mistakes to Headline to buy a house Else cutting down on belly fat!
in English without deposit
Headline

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Thank you & Have a Nice Weekend Ahead!

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