6. 3 Types of Copywriting (Recap)
Soft sell
Hard sell
Teaser
7. Soft sell
Hard sell
Teaser
● Purpose:
Just want to sell,
sell, sell, sell …
● Product specification
& benefit
Examples:
Price, brand, materials,
color, size, length, origin,
ingredients, etc
● Purpose: Want to influence
customers indirectly/ psychologically
3 purposes:
i) Intro new
ii) Re-intro existing product
iii) Draw attention to upcoming
advertising campaign
Want to show that you
care for them, not just
after the money
Sharing:
Tips, good practices, useful
knowledge, fun facts, ASMR
Make them: happy, excited, feel
appreciated, entertained, curious,
positive feel, fascinated
● Just like trailer of new
movies
● Show a little & hide a lot
● Indicative phrases:
Coming soon, 5 days more,
do countdown, etc
● Use few but captivating words
Stealth
selling
(Those info found on the
packaging of product)
8. Teaser
Also known as a pre-launch campaign; mystery ads
Purpose:
● To introduce a new product
● To re-introduce existing product into the market
● To draw attention to an upcoming advertising campaign
of an existing product
Reveal only a little about the product.
Purpose: -To arouse widespread attention &
build excitement and expectations
through consumer curiosity
Typically consists of a series of small advertisements
that anticipate a larger, full-blown campaign for a product launch
9.
10. Hard Sell
◙ Main purpose: To sell (selling type of copywriting)
◙ Hard-sell advertising uses a direct "reason why" approach
◙ Advertisement content / elements:
- Informs the full: headline, body copy, closing,
visual components of the advertisement
- Focus attention: - Specification of the product
- How the consumer can directly benefit
from using the product,
- Sales promotion
◙ The assumption about consumer decision-making is that
such decisions are rational and reasoned.
11. Soft Sell
♫ More subtle and indirect.
- Attempts to:
indirectly influence the consumer by evoking positive emotional
responses that are associated with the advertised product.
♫ Use advertisement elements that are
humorous, warm & friendly to elicit those responses
♫ The assumption about consumer is that such decisions are based on
feelings.
♫ Also called : Stealth-selling
(“jual dalam diam-diam” / in quiet quiet I sell)
Meaning: You are selling without customers realizing it
♫ Softsell advert is easy to make.
- Can either make you own or use the existing ones in the internet
sources (But must acknowledge if u do)
♥ Interesting
♥ Entertaining
♥ Pique Curiosity
♥ Relevant
♥ Vivid
♥ Compelling
♥ Evokes positive emotions
♥ Tricky
Key Component:
Seduction
19. ◙ Price
◙ Materials / Texture
◙ Quality
◙ Color variety
◙ Sizes/ Length
Hardsell Details
◙ Origin
A video/ tutorial u share
with customers on how to
wash silk scarf the right way
AT HOME
Share a tutorial on teaching
little ones to wear a scarf
◙ Brand
Share a tutorial on
interesting ways of styling
a certain scarf fashion
Softsell Ideas
20. Share a tutorial
on how to style
scarves for men
Share a tutorial on how
to style scarves for long
/short hair
Compile a video/ short clip on the
trending scarf styling in Malaysia
A tutorial on how to organize
100 scarves in a small wardrobe
Share a tutorial
on easiest way to
thread a needle
Share a
tutorial on
how to DIY
a scarf
hanger
Softsell Ideas
Tips on how to choose a scarf of
cool material
An attractive documentary on the
history of wearing scarf
21. Softsell Ideas
Hardsell Details
◙ Price
◙ Quality
◙ Origin
◙ Color varieties
◙ Brand
◙ Ingredient
Fun facts about
lipstick
Share a BTS video how a
lipticks are made in a
factory
Compile a video on
interesting history
of lipstick
Tutorial on make-up
Tutorial on how to
apply lipstick the
right way for dry lips
Compile an interesting clip on
the lipstick trend in Malaysia
Share a tutorial on how to
remove the lipstick stain
Pick a heath-concern or
environmental concern
ingredients of the lipstick u
sell, and talk about its
advantages
Tutorial on preventing lipstick
from sticking on the facial mask
Interesting ASMR clip
Tutorial on lipstick colors
for different occasions
26. Develop Copywriting Schedule (Details)
Specify
Copywriting Content
Presentation Styles
Specify the
date
Specify the
type of
copywriting
Detail out the
AIDCA content
& Tactics used
33. ■ Capture readers’ attention by interesting HEADLINE
■ Use engaging story telling to sustain readers interest
(testimony, story, statement form authority)
■ State benefit of your product
■ Use emotional elements; Highlight or bold main points
■ Use interesting photo
■ Make readers to desire / want to buy your product
■ Emphasize: Benefits/ Advantages
- Feature: Main component or characteristics
- Advantages: speciality, uniqueness of product
- Benefit: Gains & value achieved using the product
■ To further convince readers to buy by citing what
others said about your product
- Good testimony & feedback from users
- Expert statement of renowned organization
- Interesting facts & figure about your company & product
( years established, no. of experts, no of existing users)
■ Give clear instruction for buying action
+ Tips: Give offer, discount, freebies, service
+ Elements of urgency
Headline
Introduction
Closing
Body
34. ■ Capture readers’ attention by interesting HEADLINE
■ Use engaging story telling to sustain readers interest
(testimony, story, statement form authority)
■ State benefit of your product
■ Use emotional elements; Highlight or bold main points
■ Use interesting photo
■ Make readers to desire / want to buy your product
■ Emphasize
- Feature: Main component or characteristics
- Advantages: speciality, uniqueness of product
- Benefit: Gains & value achieved using the product
■ To further convince readers to buy by citing what
others said about your product
- Good testimony & feedback from users
- Expert statement of renowned organization
- Interesting facts & figure about your company & product
( years established, no. of experts, no of existing users)
■ Give clear instruction for buying action
+ Tips: Give offer, discount, freebies, service
+ Elements od urgent
Headline
Introduction
Body
Closing
41. Highlight
Appropriately
Writing
Style
Language
♥ Customers’ preferred
language
♥ Use local dialect
♥ Can use relevant
slang
■ Short sentence
■ Easy to understand
■ Use relaxing sentence
■ Use inviting sentences
■ Write in ways that raises good
feeling or creates attractive
psychological ambience
■ Not necessarily grammatically
correct
Use Highlight or BOLD
or CAPITAL LETTER for
main words and
important messages
46. Use of Magic Words
Attract Attention
● Words that offer
universal benefits
which people are always
drawn to
● Used in:
- headlines &
- introductory paragraph
● Use at the end of copy
content to urge
readers to act
immediately.
Urge Action
Create Trust
● Once you’ve got the customers
reading, reassuring words help
to prevent doubts & interest
going cold
● Used in the middle to lower half
of a copy content.
The Key to use Magic Words: 3 Categories
SAFE, HAPPY, RESULTS,
PROVEN, GUARANTEED
NEW, EASY, YOU, SAVE,
DISCOVER, FAST
NOW, QUICK, HURRY
A I D C A
47. Use Magic Words
(More – Better, more effective)
(The most – Best, most practical, cheapest)
(There’s none like this…)
(Are you fat but lazy to exercise)
(Let me show you HOW ..)
(Mystery, secret exposed ..)
(Emotional – Look at the face of my children, what will happen to them IF I …..)
(So best, use only 3 days, effective already
48. Advice: The Use of Magic Words
● Use them appropriately to reinforce
parts of the copywriting content
● Need to be cautious with the quantity
(Use them sparingly)
- Even the most powerful magic words cannot transform
poor content
- They only add extra flavors to good copy content
49. Care for Color Choice
The Psychology of Colors in
Marketing : A tricky win
● Choose colors that go well with
each other
● Choose colors that appeal to
meaningful emotion
Colors Emotions Guide
● Different colors have different
psychological effects on consumers.
Consist of 5 pivotal/ GIST CONCERNS, around which you develop the content (for copywriting)
Emoticons
To highlight, to bring to emotion
Different colors has different psychological effects on consumers: red (encourages appetite), blue (provides a sense of security, green (stimulates harmony), orange (promotes enthusiasm), purple (is associated with royalty), and so on
