Where should you include a call to action? What's a euphemism? How many words in a radio script? As part of Delucchi Plus' internal Delucchi University initiative, this presentation teaches account managers, digital marketers & designers about all elements of copywriting: what goes in and what comes out.

1. Copywriting
101 The Copycats: Alden, Ali, Drew & Lauren

2. What you’re in for*:
• Celebrity guests
• “Example Video”
• Messaging platforms
• Context
• Copy Elements
• Literary Tools
• Copywriting Objectives
• Best Practices
*Note: Copy cats do not condone ending a sentence in a preposition.

3. Messaging Platforms:
• What are they?
• How do we make them?
• What’s in it?
• So when do we write copy?

4. Messaging Platforms
What are they?
• Blueprints
• Roadmaps
• Who/What/How/Why

5. Messaging Platforms
How do we make them?
• Research
• Review
• Write
• Wordsmith

6. Messaging Platforms
What’s in it?
• Key Messages (who and what)
• Vision Statement (why) & Mission Statement (how)
• Brand Promise (what does it feel like)
• Differentiators (tell me more) & Positioning Statement (why you)
• Value Proposition (so what?)
• Proof Points
• About Statement
• Tagline

7. Messaging Platforms
So when do we write copy?
• Components of messaging platform work together to tell a
complete brand story
• About Statement brings pieces together in one narrative
• Messaging shapes all content, but is not necessarily the
content itself

8. Context
• Medium
• Design
• Targets
• Location + timing
• Goals and objectives

9. Context
Medium
• Form of content
• Dictates format
• Informs tone
• Influences length

10. Context
Design + Layout
• Determines length
• Determines elements
(headline, body copy,
bullets…)

11. Context
Target audience(s)
• Determines value proposition
• Informs voice/tone
• Influences call-to-action

12. Context
Location + Timeframe
• Where and when will people see this?
• Determines target audience
• Informs relevancy + urgency

13. Context
Goals + objectives
• What’s the ultimate goal?
• What’s the call-to-action?
• Must-haves, must-avoids?
• What will success look like?

14. Copy Elements
• Headline
• Sub-head
• Tagline
• Slogan
• Body Copy
• Call-to-action

15. Copy Elements
Headline
• Key element
• Conveys main message
• Commands attention
• Part of SEO strategy

16. Copy Elements
Sub-head
• 1-2 sentence expansion
• Summarizes body copy

17. Copy Elements
Tagline
• Concise, catchy phrase used to
complete a creative concept
• Part of the messaging platform
• When an ad has its own “tagline,”
it’s called a slogan

18. Copy Elements
Slogan
• A phrase or motto
• More short-lived than
a tagline
• Defines a campaign
or product, not a
company or brand

19. Copy Elements
Body copy
• Anything more than one sentence
• The “meat” of the content
• “Romance copy”
• Adds color, context and mood
• Often followed by bullets containing details

20. Copy Elements
Call-to-action
• Explicit action you want
readers to take
• Think verbs

21. Literary Tools
• Diction
• Syntax
• Tone + Voice
• Metaphor + Simile
• Alliteration
• Hyperbole
• Pun
• Euphemism

22. Literary Tools
Diction
• Word choice
• Example: Use v. Utilize

23. Literary Tools
Syntax
• Sentence structure; Arrangement of words
& phrases
• Examples: Active voice; avoiding
sentences that end in prepositions;
repetitive sentence structures
• Famous example: MLK’s “I have a dream”

24. Literary Tools
Voice + Tone
Voice: Personality
• Establishes consistency
• Is about style, perspective
& personality
• Voice does not change
Tone: Mood
• A characteristic of voice
• Tone can differ across
materials

25. Literary Tools
Metaphor + Simile
• Metaphor: Implied
comparison between two
unlike things
• Simile: More explicit
comparison (using “like”; “as”)

26. Literary Tools
Alliteration
• Repetition of sounds
• See also: L’Enfant Plaza
(Convenient. Contemporary.
Connected.)

27. Literary Tools
Hyperbole
• Exaggeration used to
create a strong impression
or humorous effect

28. Literary Tools
Pun
• Word play
• Often used to be “punny”

29. Literary Tools
Euphemism
• “Softening” the truth

30. Copywriting Objectives
• Clarity
• Reinforce brand
• Incite action
• Accomplish more with less

31. Copywriting Objectives
Clarity
•Often THE biggest challenge for clients
•Dramatically improved with outside perspective

32. Copywriting Objectives
Reinforce Brand
• Copy should “ladder up” to the
messaging platform
• Voice, tone and value propositions
should be consistent with brand book

35. Copywriting Objectives
Incite Action
• Think VERBS
• Goal: incite action with discounts, limited-time,
guarantees, etc.

37. Copywriting Objectives
Say more with less
• Common challenge for clients
• More = confusing
• More = obscures call-to-action

38. WE USE TECHNOLOGY TO
DRIVE PEOPLE AROUND
GET THE APP, THEN FILL OUT YOUR
INFORMATION. NOW YOU CAN REQUEST A RIDE
FROM ONE OF OUR DRIVERS, WHO WILL PICK YOU
UP AND DROP YOU OFF

39. MOVING PEOPLE
TAP A BUTTON, GET PICKED UP IN MINUTES

40. Less is more
Change is in the Air.
Every bit as powerful as it looks.
Bigger than bigger.
Our most personal device yet.

41. Best Practices • SEO & writing for the Web
• Radio scripts

42. Best Practices
SEO + Writing for the Web
• Clarity and user experience come first
• Less is more
• Work primary and secondary key phrases into headline,
first half of first sentence, and once more in body copy
• Keyword-rich meta descriptions also important
• Should have keywords before copywriting is completed

43. Best Practices
Radio Scripts
• Two to three words per second
• 15 seconds: around 35 words
• 30 seconds: around 75 words
• 60 seconds: around 150 words
• Radio scripts are short, require clear priorities

44. Make the most of
your Copy Cats:
● Copywriting questionnaire
● Build copywriting into budgets
● Don’t DIY!
● Come to us for proofreads,
questions