A framework (or cheat sheet, if you will) for the role of copywriting in an increasingly visual world.

1. W O R D S A R E M O R E P O W E R F U L
I N A V I S U A L W O R L D

8. I N T E R N E T M E M E S A R E S H A P I N G
A N E W G E N E R AT I O N O F W R I T E R S

10. C O M M E N T I N G I S S E L F - E X P R E S S I O N

12. P O P C U LT U R E R E F E R E N C E S A R E E V E RY W H E R E

15. E V E RY TA G L I N E M U S T N O W B E A H A S H TA G

18. F I R S T B E C L E A R ,
T H E N B E C L E V E R .

19. P R E M I S E
S H A R E D B E L I E F
B E T Y O U D I D N ’ T K N O W
C H A L L E N G E
N E E D

20. S H A R E D B E L I E F

21. S H A R E D B E L I E F

22. S H A R E D B E L I E F

23. S H A R E D B E L I E F

24. S H A R E D B E L I E F

25. S H A R E D B E L I E F

26. B E T Y O U D I D N ’ T K N O W

27. B E T Y O U D I D N ’ T K N O W

32. Anong plano mo?
C H A L L E N G E

33. C H A L L E N G E

34. L A M PAYAT O T ?
S I N I S I K M U R A ?
N O N S T O P U B O ?
U N E V E N TA N ? N E E D

40. R E A S O N T O B E L I E V E
U S U A L LY F U N C T I O N A L , S O M E T I M E S E M O T I O N A L

47. P R O M I S E
F U N C T I O N A L B E N E F I T
E M O T I O N A L B E N E F I T

48. F U N C T I O N A L B E N E F I T

49. F U N C T I O N A L B E N E F I T

50. F U N C T I O N A L B E N E F I T

51. F U N C T I O N A L B E N E F I T

52. F U N C T I O N A L B E N E F I T

53. Inside front Inside back

54. Inside front Inside back

55. Inside front Inside back

69. F U N C T I O N A L +
E M O T I O N A L
B E N E F I T S

70. FA R E A D S , P R O M O T I O N S , P R I C E - O F F S , E T C . A R E I N
T H E I R O W N C AT E G O RY. T E C H N I C A L LY F U N C T I O N A L
B E N E F I T S , T H E Y A R E R E TA I L - O R I E N T E D .

72. L E A D E R S H I P C L A I M S T E N D T O B E
E M O T I O N A L B E N E F I T S I N D I S G U I S E

73. Wala pa ring tatalo sa Alaska
Ginebra ang hari

74. FA S H I O N , F R A G R A N C E , L I F E S T Y L E B R A N D S A R E
A L L A B O U T U N S P O K E N E M O T I O N A L B E N E F I T S

88. B R A N D S I N C O M M O D I T I Z E D C AT E G O R I E S C A N
S TA N D O U T W I T H E M O T I O N A L B E N E F I T S

92. C A L L T O A C T I O N
The difference between “the sportswear brand
for serious athletes” and “Just do it.”
!

98. F I R S T B E C L E A R , T H E N B E C L E V E R .
• Premise:
shared belief, bet you didn’t know, challenge, need
• Reason to believe (usually functional)
• Promise: functional benefit, emotional benefit
Retail ads are highly functional. Lifestyle ads are highly emotional. Brands
in commoditized categories often choose highly emotional routes.
• Call to action