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Basic CopywritingSkillsSarah Hitchings, PR & People Person –Intelligent Ink
Basic CopywritingSkillsAll the top tips for successWhat isCopywriting?Writing greatheadlinesPersuasive CopyBenefits andFea...
What is Copywriting?Copywriting is the act of writingcopy (text) for the purpose ofadvertising or marketing aproduct, busi...
Before you get startedWho is your target audience?What are your key messages?
Who is your targetaudience?Figure out whatperspective you‟respeaking from firstResearch who yourtarget audience isTalk to ...
What‟s your key message?Ask questions (of your client/yourself) –What is the end result that you would like toobtain?What ...
Common MistakesSpeaking to customers asyou would to those in yourbusiness – assuming thatthey have knowledge thatthey may ...
Writing GreatHeadlinesPurpose of aheadlineHow to grab areader‟s attentionThe Four U‟s ofheadlinesTips for successfulheadli...
Purpose of a HeadlineYour headline is the first, and sometimesonly, impression that you make on a reader. Afantastic headl...
How to grab a reader‟sattentionGo after their self-interestOffer them something newTry to arouse their curiosity
The Four U‟sMake your headlines USEFUL to thereaderProvide them with a sense of URGENCYShow that what you‟re offering is i...
Tips for successfulheadlinesKeep it simple and understandableMake an intriguingpromise, irresistible to its‟ targetaudienc...
Persuasive CopyGoal of PersuasiveCopyBenefits vs. FeaturesMust havesTips
Goal of Persuasive CopyTo persuade, inform and entertainTo grab the attention of a specific audienceTo get the first sente...
Benefitssell, featuressupport
Benefits vs. FeaturesFeatures: Characteristics that describeyour product or service. Things that makeyour product unique.B...
A Features vs. BenefitsExampleFeature: An mp3player has 16gb ofstorage.Benefit: The playercan hold 3600songs, ensuring tha...
Must haves!Know your key messageKnow your audienceCreate a structure built around afew key messages (or just one!)Connect ...
Must haves!Present and solve a problem – if you startby reminding people of what problemsthey face, they are often more re...
TIPSDon‟t be vagueCut to the chase, don‟t „warm peopleup‟Keep it clear – a confused reader isnot a persuaded oneInstantly!...
After you‟ve finishedwriting…Profread, prufread, proofred!Check spelling and grammar – nothing looks moreunprofessional th...
In summary…Know your audienceKnow what your message isSell benefits, not featuresMake sure that what you have written is a...
Basic Copywriting Skills
Basic Copywriting Skills
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Basic Copywriting Skills

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Basic Copywriting Skills by Sarah Hitchings.
In this presentation, we explain what the goal of copywriting is and how you can perfect the art of copy to improve your business communication and sales copy.
We help you write a fantastic headline, understand what persuasive copy is and how to write it, as well as explaining the difference between benefits and features and their importance.

Published in: Business, Education
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Basic Copywriting Skills

  1. 1. Basic CopywritingSkillsSarah Hitchings, PR & People Person –Intelligent Ink
  2. 2. Basic CopywritingSkillsAll the top tips for successWhat isCopywriting?Writing greatheadlinesPersuasive CopyBenefits andFeatures
  3. 3. What is Copywriting?Copywriting is the act of writingcopy (text) for the purpose ofadvertising or marketing aproduct, business, person, opinion or idea.
  4. 4. Before you get startedWho is your target audience?What are your key messages?
  5. 5. Who is your targetaudience?Figure out whatperspective you‟respeaking from firstResearch who yourtarget audience isTalk to your specificaudience in alanguage theyunderstand
  6. 6. What‟s your key message?Ask questions (of your client/yourself) –What is the end result that you would like toobtain?What call to action are you making?Do you want to inform or are you trying to get thereader to do something?What is the one piece ofinformation that you wouldlike the reader to take awayfrom it?
  7. 7. Common MistakesSpeaking to customers asyou would to those in yourbusiness – assuming thatthey have knowledge thatthey may not haveAssuming that people willinherently understand whatthe benefits are instead ofexplaining how your productor service will help them
  8. 8. Writing GreatHeadlinesPurpose of aheadlineHow to grab areader‟s attentionThe Four U‟s ofheadlinesTips for successfulheadlines
  9. 9. Purpose of a HeadlineYour headline is the first, and sometimesonly, impression that you make on a reader. Afantastic headline can convey your message toits‟ audience, yet also draw the reader into yourbody text.Get attentionDeliver a complete messageDraw the reader into the body copy
  10. 10. How to grab a reader‟sattentionGo after their self-interestOffer them something newTry to arouse their curiosity
  11. 11. The Four U‟sMake your headlines USEFUL to thereaderProvide them with a sense of URGENCYShow that what you‟re offering is in someway UNIQUEAim all of the above at a target audiencein an ULTRA SPECIFIC way
  12. 12. Tips for successfulheadlinesKeep it simple and understandableMake an intriguingpromise, irresistible to its‟ targetaudience, that can only be fulfilled byreading the copyTarget it to a specific audience
  13. 13. Persuasive CopyGoal of PersuasiveCopyBenefits vs. FeaturesMust havesTips
  14. 14. Goal of Persuasive CopyTo persuade, inform and entertainTo grab the attention of a specific audienceTo get the first sentence read and from therekeep the reader engaged step by step to theconclusionTo sell a product, service or ideaTo convince the target audience to do something
  15. 15. Benefitssell, featuressupport
  16. 16. Benefits vs. FeaturesFeatures: Characteristics that describeyour product or service. Things that makeyour product unique.Benefits: “Functional Product” – whatyour product actually does for yourcustomer. Describes how the product orservice will improve the consumer‟s life orsolve a problem for them.
  17. 17. A Features vs. BenefitsExampleFeature: An mp3player has 16gb ofstorage.Benefit: The playercan hold 3600songs, ensuring thatyou can listen to allof your favouritesongs wherever youare.
  18. 18. Must haves!Know your key messageKnow your audienceCreate a structure built around afew key messages (or just one!)Connect to a need
  19. 19. Must haves!Present and solve a problem – if you startby reminding people of what problemsthey face, they are often more receptiveto the solutions that you offerGive testimonials – backs up your claimsShow what your benefits are and usefeatures to back them up
  20. 20. TIPSDon‟t be vagueCut to the chase, don‟t „warm peopleup‟Keep it clear – a confused reader isnot a persuaded oneInstantly! New!
  21. 21. After you‟ve finishedwriting…Profread, prufread, proofred!Check spelling and grammar – nothing looks moreunprofessional than incorrect grammar!Check the length – make sure that you haven‟tneedlessly repeated the same ideas over andoverCheck your formatting –make sure that it‟s easyon the eye!Get someone else to read it and read it out loud
  22. 22. In summary…Know your audienceKnow what your message isSell benefits, not featuresMake sure that what you have written is accurateKeep the reader interested and you will persuadethem!

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