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Copywriting - Art of Advertising Writing

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Want to write your first selling copy? Go through this guide to understand what's copywriting and how to enhance your skills writing for advertising.

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Copywriting - Art of Advertising Writing

  1. 1. Copywriting Guide To Understand Art of Advertising Writing
  2. 2. What’s Writing /ˈrʌɪtɪŋ/ a sequence of letters, words, or symbols marked on a surface.
  3. 3. Writing Process Prewriting Writing Revising Editing Publishing Collecting info and knowledge, brainstorming, mind-mapping, … Writing your first draft Making sure your writing meets the objective Editing words, punctuation, enhancing, … Your final writing is ready!
  4. 4. Types of Writing Expository Descriptive Narrative Persuasive Creative Write.
  5. 5. Write. Types of Writing Expository Descriptive Narrative Persuasive Creative Expository writing is where the author intends to inform, explain, describe or define their subject to you. This is the most common type of writing you will find in text books and online. As the author is mostly trying to tell you all about the subject, their opinions are left out leaving you with facts and figures instead of trying to defend or support an opinion. An example of expository writing is "How-to" articles, where the author is explaining how to build or do something yourself.
  6. 6. Write. Types of Writing Expository Descriptive Narrative Persuasive Creative Writing patterns (1-5) Description: Describing a topic by listing characteristics, features, and examples. It provides details about how something looks, feels, tastes, smells, makes one feel, or sounds.
  7. 7. Write. Types of Writing Expository Descriptive Narrative Persuasive Creative Writing patterns (2-5) Sequence or Process: listing items or events in numerical or chronological order. 1. ___________ 2. ___________ 3. ___________ 4. ___________ 5. ___________
  8. 8. Write. Types of Writing Expository Descriptive Narrative Persuasive Creative Writing patterns (3-5) Comparison: Explaining how two or more things are alike and/or how they are different. A comparison essay usually discusses the similarities between two things, while the contrast essay discusses the differences. Comparison alike Different
  9. 9. Write. Types of Writing Expository Descriptive Narrative Persuasive Creative Writing patterns (4-5) Cause / Effect: Focusing on the relationship between two or more events or experiences. • The essay could discuss both causes and effects, or it could simply address one or the other. • A cause essay usually discusses the reasons why something happened. • An effect essay discusses what happens after a specific event or circumstance
  10. 10. Write. Types of Writing Expository Descriptive Narrative Persuasive Creative Writing patterns (5-5) Problem / Solution: Stating a problem and lists one or more solutions for the problem. A variation of this pattern is the question- and-answer format in which the author poses a question and then answers it.
  11. 11. Write. Types of Writing Expository Descriptive Narrative Persuasive Creative Descriptive writing uses a lot of great visual words to help you see the person, place or thing they are writing about. The writing can be poetic at times, and explain things in great detail. When you are reading descriptive writing you feel as if you are there or can actually picture in your mind what they are describing. Metaphors, similes and symbols are often used in descriptive writing.
  12. 12. Write. Types of Writing Expository Descriptive Narrative Persuasive Creative • Good descriptive writing includes many vivid sensory details that paint a picture and appeals to all of the reader's senses of sight, hearing, touch, smell and taste when appropriate. Descriptive writing may also paint pictures of the feelings the person, place or thing invokes in the writer. • Good descriptive writing often makes use of figurative language such as analogies, similes and metaphors to help paint the picture in the reader's mind.
  13. 13. Write. Types of Writing Expository Descriptive Narrative Persuasive Creative • Good descriptive writing uses precise language. General adjectives, nouns, and passive verbs do not have a place in good descriptive writing. Use specific adjectives and nouns and strong action verbs to give life to the picture you are painting in the reader's mind. • Good descriptive writing is organized. Some ways to organize descriptive writing include: chronological (time), spatial (location), and order of importance. When describing a person, you might begin with a physical description, followed by how that person thinks, feels and acts.
  14. 14. Write. Types of Writing Expository Descriptive Narrative Persuasive Creative Narrative writing is very common in novels, poetry and biographies. The author puts themselves in their characters shoes and writes as if they were that person. They tell life stories and involve plots and storylines. Narrative is fun to read because you can replace the author with yourself and it will seem as if the story is happening to you.
  15. 15. Write. Types of Writing Expository Descriptive Narrative Persuasive Creative Persuasive writing takes on the opinion of the writer or issue the writer is writing for. This is considered biased material and is most often found in advertising. You know all of those commercials you see on television? Behind all the talk and messages is a persuasive writer. Always make sure you do background research when reading this type of material, as every story has two sides!
  16. 16. Write. Types of Writing Expository Descriptive Narrative Persuasive Creative Some powerful techniques: 1- Know your audience. 2- Tell them your objective. 3- Think like you’re in feet of your audience before starting. 4- Rely on some proven copywriting formulas. 5- Keep it simple and huge.
  17. 17. Write. Types of Writing Expository Descriptive Narrative Persuasive Creative Creative writing is perhaps the most fun type of writing. Anything you think up in your head can be turned into creative writing. Creative writing is often thought provoking, entertaining and more interesting to read than say persuasive writing is. Short stories, poetry, novels and plays often fall into the creative writing category. It doesn't necessarily need to follow any line of facts, just as long as it's interesting to read.
  18. 18. What’s Copywriting /ˈkɒpiˌrʌɪtɪŋ/ Written content conveyed through online media and print materials. Copy is content primarily used for the purpose of advertising or marketing. This type of written material is often used to persuade a person or group as well as raise brand awareness.
  19. 19. What’s Copywriting Copywriters are Minimalists
  20. 20. Writing VS Copywriting Writing Copywriting • 16.0 Megapixels • 5x Optical zoom Canon saves your memories not to fade.
  21. 21. Writing VS Copywriting Writing Copywriting • Slim design • Light weight Ultra slim, works for you any where!
  22. 22. Why Copywriting A copywriter can make anything sound appealing!
  23. 23. Why Copywriting A copywriter can say it different ways! (Synonyms) Clear Transparent
  24. 24. Why Copywriting A copywriter can capture audience with headlines!
  25. 25. Skills Needed Polished writing skills Awareness of UX (user experience) Specialization Headline creation Marketing awareness
  26. 26. Skills Needed Polished writing skills Headline creation Awareness of UX (user experience) Specialization Marketing awareness A writer has to possess below writing skills: Creating easy-to-read content Making complex topics simple Writing great transitions Crafting compelling conclusions Selecting the best vocabulary words within a specific context Developing an attention-grabbing opener Using the correct style
  27. 27. Skills Needed Polished writing skills Headline creation Awareness of UX (user experience) Specialization Marketing awareness David Ogilvy (1911-1999) wrote, “Five times as many people read the headlines as read the body copy.” He believed that a wasted headline was a waste of 90% of the marketing budget. Most viewers read the headline but not the body copy. Heat maps typically indicate that people pay attention to pictures and headlines.
  28. 28. Skills Needed Polished writing skills Headline creation Awareness of UX (user experience) Specialization Marketing awareness
  29. 29. Skills Needed Polished writing skills Headline creation Awareness of UX (user experience) Specialization Marketing awareness
  30. 30. Skills Needed Polished writing skills Headline creation Awareness of UX (user experience) Specialization Marketing awareness Copywriting is way more than putting words onto a screen. Those words show up somewhere – on a mobile device, within a blog template, on Facebook, in Twitter, etc. All that copy has to fit within its cognitive and digital context. The context and situation that influence the copy is called user experience.
  31. 31. Skills Needed Polished writing skills Headline creation Awareness of UX (user experience) Specialization Marketing awareness
  32. 32. Skills Needed Polished writing skills Headline creation Awareness of UX (user experience) Specialization Marketing awareness The task of content creation is only possible from someone who has deep experience within the niche. So, writers need experience and specialization.
  33. 33. Skills Needed Polished writing skills Headline creation Awareness of UX (user experience) Specialization Marketing awareness The writer always should be aware that he or she is in the marketing industry. The idea of a T-shaped marketer holds true for writers as well as other marketing specializations. Writers, for example, have deep experience in content, but they should have a passing familiarity with other features of marketing.
  34. 34. Skills Needed Polished writing skills Headline creation Awareness of UX (user experience) Specialization Marketing awareness Cross-Discipline Competence Technical SEO UI/UX Content Press & PR Analytics Deep Discipline Expertise
  35. 35. Introduction to Marketing Situation Analysis Objective Strategy Tactics Action Plan Controlling
  36. 36. Advertising Vs. Marketing Advertising The paid, public, non- personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers. Marketing The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products. VS
  37. 37. AIDA Model Attraction Interest Desire Action
  38. 38. Writing Rules For Communication Identify your goal Taking action – Response – Awareness - Knowledge
  39. 39. Tone of writing Formal – Friendly – Light - Slang Writing Rules For Communication
  40. 40. Explain in clear terms Focused – Precise – Specific - Definite Writing Rules For Communication
  41. 41. Writing Rules For Communication Simple language Not sloppy! No jargons!
  42. 42. Writing Rules For Communication Less is more! In terms of length
  43. 43. Writing Rules For Communication Active voice is easier It’s easier to understand and flows better
  44. 44. Writing Rules For Communication Excellent command of language Grammar – Punctuation - Proofreading
  45. 45. Common Grammatical Mistakes Affect Effect Then Than Your You’re Company’s Companies There Their
  46. 46. Power Words Free Sale New Professional Guaranteed Special Tested Improved Immediately Limited Simplistic Powerful Big Popular Exclusive Valuable How to Endorsed Unlimited Discount Fundamentals Under priced Suddenly Perspective Launching Skill Reduced Better Enormous Spotlight Useful Survival Largest Colossal Now Unlock Fortune Authentic Announcing Huge gift Introducing Practical Focus Wanted Interesting Challenge Lifetime Highest Expert Advice Compared to Colorful Affordable Ultimate Attractive Easily Approved Competitive Full Innovative Beautiful Growth Promising Astonishing Imagination Great High tech Latest Urgent Amazing Exciting Portfolio Revealing excellent Remarkable Unique Hurry Daring Last chance Quality Gigantic Love Lavishly Reliable Terrific Breakthrough Profitable Luxury Unconditional The truth about … USE YOUR IMAGIN- ATION!
  47. 47. Some Proven Copywriting Formulas 1. Instant Clarity Headline 2. Declare The Problem 3. Present Your Solution 4. Social Proof 5. Clear Call To Take Action 6. Price Anchoring 7. Frequently Asked Questions
  48. 48. Instant Clarity Headline Example: Get paid writing a selling copy like piece-of-cake End Result Customer Wants Specific Period/Tool Address The Objections
  49. 49. Declare The Problem Example: Do you find it hard to start writing your first copy? Explaining a problem using your customers’ words
  50. 50. Present Your Solution (1-2) Example: The whole new OSX can handle all your multitasking without lag. (Product Name) Helps You Do (Task)
  51. 51. Present Your Solution (2-2) Example: Enjoy the simplicity of drive with the new dualogic transmission gearbox. Say Goodbye To (Frustration) And Hello To (Benefit)
  52. 52. Social Proof Example: Join +500k people using the fastest growing images cloud now! Show the people use your product/service
  53. 53. Clear Call To Take Action Example: Need help? Call us now! Sign up now to get a free e-book. Ask for an action clearly
  54. 54. Price Anchoring Example: Buy this valuable e-book for the price of a cappuccino. Make a bargain!
  55. 55. FAQs Example: How to create a premiere account on Linkedin? Predict Users Inquiries
  56. 56. Thanks. Prepared by: Akram Badr eg.linkedin.com/in/AkramBadrCreative www.behance.net/AkramBadr *Information included in this guide represents a combination of my personal experience and other curated data from various topics, researches, and studies. Images used are curated from search engines, I don’t own rights of any image used. Feel free to share for the maximum benefit!

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