INTRODUCTION TO COPYWRITING

INTRODUCTION TO COPYWRITING

1. MODULE 1 INTRODUCTION TO COPYWRITING

2. What is Copywriting? Copywriting is the composition of heading, sub-heading and the body copy of advertisements, catalogues or brochures. Therefore, copywriters help promote businesses, ideas and opinions by writing advertisements for organizations. This is an art of writing and compiling creativity in writing content.

3. In advertising copy refers to the text or words used in an advertisement. The body copy is the actual paragraphs of supporting text adding additional facts and benefits to the headline and greater concept, in the instance of a print ad. Where a television ad is concerned, the body copy would manifest in dialogue, the announcer's script, etc. A copywriter verbalizes concepts in ways that inform audiences and move them to action . Copywriting is probably the most creative and demanding branch of writing. What exactly is a Copy?

4. ESSENTIALS OF A GOOD ADVERTISEMENT COPY

5. Credibility- An ad copy must focus on the credibility or the reliability of the ad. The copywriters should essentially flaunt an element of reliability in the ad so that the consumers are convinced to go ahead with the product. The credibility of an advertisement is the extent of honesty in the ad message. Misleading and misinterpreted ads harm the reputation of the selling house. Attention- The keywords, punch lines or phrases that seize the attention of the potential consumers or some component in the ad that attracts the target audience is essential in a good advertising copy.

6. Assurance of benefit– An advertisement copy must contain some promise of the benefits that the product offers if the consumer purchases and uses the product. Brief and clear- An ad copy must be brief and clear, i.e. it must be to the point. It doesn’t mean that the copy must omit the important elements of the ad. A clear copy is easy and quick to be read by the readers. It is self-explanatory, definite, and precise. Clarity makes way for interpretation. Apt and conforming- The copy must be apt and must match the needs of the prospects. A copywriter has to use the most suitable USP. Every ad copy must meet the conforming standards and rules acceptable to the advertising media and the laws of the land. A copy that offends the morality challenges religious beliefs of the people is not welcomed by any media.

7. Who Needs A Copywriter Anyway? Every business whether small or large, has to promote itself. Regardless if it is on the Internet or off of the Internet a copywriter is needed.  A ll new products and designs need to be promoted or no one ever knows or hears about them at all in the long term scheme of things . Everyone and anyone who releases advertisements or brochures on a product need the assistance of a copywriter to promote the product through the use of advertising . The more information or advertising you can have to promote a product the better.

8. Characteristics of a Copywriter Creative Smart Good communicator Congenial Good readers Trendy Disciplined

9. Persuasive Copywriting Techniques Persuasion is generally an exercise in creating a win-win situation. Copy writers present a case that others find beneficial to agree with as they offer them something that they can not refuse but not in a manipulative sense. Persuasive copywriting  techniques are specific methods you use to convince a reader, through what and how you write, to buy your product or give to your cause. Persuasive Copywriting  is a natural progression which gets right into the heart of what makes people tick.

10. 10 Persuasive Copywriting Techniques 1. Show the reader what’s in it for him 2. Write to a real person 3. Tell good stories 4. Provide factual proof 5. Provide social proof 6. Explain why 7. Use repetition 8. Identify with the reader 9. Raise objections 10. Offer a guarantee

11. Principles of Copy writing You vs We: Good copywriter will always focus on what benefits YOU will enjoy as the purchaser, not what features WE, as the company are providing. Focus on the reader Play on their h opes and fears and explain how the product/service will address them Highlight the benefits of the product/service the purchasers will enjoy

12. Ways: A copywriter should write As You Speak. So, a Copywriter should concentrate on; Keeping it simple Giving the facts Keeping the prospects question, “What’s in it for me?” in mind Showing the benefits Engaging his emotions Creating an image in the prospect’s mind Addressing his concerns

13. Use Attention getting Headlines: For example – print ad for DHL uses only one word as it’s headline – “URGENT”, which is underlined in red, and is enough to attract anyone’s attention. DHL uses its competitior for a creative ad. Print ad of FedEx using its service as headline is catchy enough.

14. Expand Headline with Lead Paragraph: Follow up the headline immediately with the first paragraph. If you ask a question, answer it. If you propose a thought, explain it. Don't leave them hanging too long; you may end up hanging yourself. The ad for Maruti N2N fleet solutions uses the headline “ Who says managing a huge fleet of company cars is hard work?” This is followed by the lead paragraph which explains how Maruti N2N works.

15. Make Your Product Irresistible: Dress it up. Your product should sound like the cream of the crop. Focus on your selling point (price, quality, etc ) and make it impossible for the reader to imagine another in comparison.

16. Focus on the Reader, not the Product: Of course your copy must contain information and facts about your product or service, but that is not your focal point. You must focus the reader. Use their needs, wants, desires, fears, weaknesses, concerns, and even fantasies to sell your product or service. The ad for Lakme Deep Pore Cleansing begins with the headline “There's a lot that shows on your face”. The body copy includes - Now, one-and-a-half minutes is all it takes to uncover the real you. Presenting the complete Deep Pore Cleansing Regimen from Lakme . Simply because your face says it all.

17. The Ponds ad

18. Be Sincere: What's the number one fallback for sales on the web? Fear! Fear of being scammed or ripped-off. The more sincere you are the better your chance of building a "selling" relationship. The sincerity and genuineness of Air Sahara comes across in its ad where the body copy says – As hard as we may try at this time of the year (winter), there are chances of flight delays due to weather conditions. Every step is taken to help passengers get to their destinations on time. To make this process easier, we need your help too.

19. Use Fear as Motivation: Fear is both a weakness and strength, but also a powerful selling tool. Fear of injury, death or missed opportunity. If you sell a safety product you would use this fear to your advantage. If you're offering an opportunity, the fear of missing their chance is a strong seller. Many ads for financial services use fear to motivate their target . For example in the ad for New India Assurance – Shop Owners Policy, a shop owner imagines a riot occurring near his shop, which causes damage to his shop I.e. the physical property. Thus fear is used to motivate shop owners to get their shops insured under the policy offered by NIA.

20. Be Personable : Let them know that there is a kind, honest and real person behind the page. People would rather deal with people, not companies, corporations or conglomerates. Add the "Human Touch" to your copy. Ex : the institutional ad for Eureka Forbes which shows model Aditi Gowatrikar with her child has a human touch to it, what with the body copy saying – “...times have changed. Yet your dreams remain the same. So open up. Say ‘yes’ to life...” Use " Power”ful Words: "Power" words are words that move a buyer by enhancing and reinforcing your presented idea. Certain words have proven to be movers and shakers in the advertising world.

21. Check Your Spelling : Take the time and spell-check your work. Finding misspelled words in copy leaves the reader wondering how competent your product or service could be, if you cannot take the time to be sure you spelled the words in your copy correctly . Use Photo's to Demonstrate: Use photos to demonstrate your product or service. If used correctly a picture really is worth a thousand words. Ads for cosmetics generally use photographs to demonstrate the benefits of using the product – smooth skin, fairness, etc.

22. Use Graphics to get Attention: Using buttons, icons and arrows can help direct the reader's attention to important details. If organized correctly they can also help sort facts or messages into categories. The ad for Toyota Qualis uses arrows to draw the readers’ attention to the unique features of the vehicle such as integrated bumper; wood finishes paneling , captain seats, etc .

23. Offer Testimonials: Offer short, reputable testimonials. People want to hear what others have to say about your product or service. Diana Hayden – Miss World 1996, offers testimonial for Loreal Hair color or the Dove ads.

24. Create a Memorable Logo: Create a simple, but memorable logo or custom graphic that your visitor can easily relate to your product or service. Examples: McDonald Golden Arches.

25. Create an Unforgettable Slogan/Jingle: Use a short, easy to remember slogan that a reader/listener will walk away with on his or her lips. Example: Nike – Just Do It. Visa – Go get it Pepsi – Yeh Dil Maange More Asian Paints – Merawalla ....

26. Get a response: There are many techniques for getting a prospect to respond. Spell it out for them. Tell them to respond. Tell them why they should respond. Give them a reason they should respond now. Offer a bonus or freebie if they respond. This can be done by using words like – order now, order today, for a short time only, last chance, etc. Ex: Service – ICICI Bank – Two Wheeler Loans. Myntra- End of Reason Sale

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