Creativity and Copywriting - Copywriting Basics
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Copywriting basics can be summed up in 6 s's: specificity, structure, sound, statement, story, and style.
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Creativity and Copywriting - Copywriting Basics
- 2. LECTURE BREAKDOWN Creative Thinking Ad Review Commercial Break Lecture (Part 2) Lynn CS4029 Lecture 5 Lecture (Part 1) Wrap-Up
- 3. Creative Thinking Ad Review Commercial Break Lecture (Part 2) Lynn CS4029 Lecture 5 Lecture (Part 1) Creative Thinking LECTURE BREAKDOWN Wrap-Up
- 4. Lynn CS4029 Lecture 5 You cannot use the physical nature of the words.2 List A: Pile. Pie. Pillar. Pin. List B: Sponge. Spit. Spirit. Tattoo.3 “Pairing” On some basis pair a word from list A with a word from list B. Define the basis.1 You have 5 minutes to write down your thoughts.4 Creative Thinking
- 5. Creative Thinking Ad Review Commercial Break Lecture (Part 2) Lynn CS4029 Lecture 5 Lecture (Part 1) Wrap-Up Ad Review LECTURE BREAKDOWN
- 6. Lynn CS4029 Lecture 5 | page 6 Ad Review
- 7. Creative Thinking Ad Review Commercial Break Lecture (Part 2) Lynn CS4029 Lecture 5 Lecture (part 1) Wrap-Up Lecture (Part 1) LECTURE BREAKDOWN
- 8. Lynn CS4029 Lecture 5 Lynn CS4029 Lecture 5 Quick Review Flickr user Raul Lieberwirth
- 9. Lecture 5: Copywriting Basics Lynn CS4029 Lecture 5
- 10. Lynn CS4029 Lecture 5 Flickr user Tom Mrazek The truth is this: writing well is part habit, part knowledge of some fundamental rules, and part giving a damn. Ann Handley, MarketingProfs “
- 11. Lynn CS4029 Lecture 5 Copywriting today 6 S’s of great copywriting Agenda
- 13. @workedforfood Copywriting Today Today, copywriters need to write with more economy to create greater impact in less time.
- 14. Lynn CS4029 Lecture 5 Copywriting today 6 S’s of great copywriting Agenda
- 15. Lynn CS4029 Lecture 5 Voice Details Style Thesis Organization Story 1 2 3 4 5 6 Sound Specificity Style Statement Structure Story 1 2 3 4 5 6 6 S’s
- 17. Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5 A brand’s voice is its personality communicated in language. voice = tone of voice = tone = personality = sound Sound
- 18. Lynn CS4029 Lecture 5 Flickr user Tom Mrazek The [uncovering] of who is talking precedes the words themselves and determines them. Ryan Caroll “
- 19. Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5 Brand book Employees Loyal customers Past advertisements Uncovering Sound Existing brand assets
- 20. Lynn CS4029 Lecture 5 Expressing Sound Lynn CS4029 Lecture 5 Profiles If your brand were a person, who would it be? How would they talk?
- 21. Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5 Expressing Sound Slogans Condensed selling arguments – memorable, identifiable, sustainable & understandable
- 22. Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5 Expressing Sound Lynn CS4029 Lecture 5 Adjectives A curated and meaningful* collection of 3-5 words that sum up a brand’s personality *extension of the brand values
- 23. Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5 Expressing Sound Manifestos A pithy paragraph, or list of principles, that declare a brand’s motivations – a rally cry
- 24. Lynn CS4029 Lecture 5 Often, brands will express their sound in a number of ways to paint a clear picture. Expressing Sound
- 25. Lynn CS4029 Lecture 5 Consistency is key. Expressing Sound
- 26. Creative Thinking Ad Review Lecture (Part 2) Lynn CS4029 Lecture 5 Lecture (Part 1) Commercial Break Wrap-Up LECTURE BREAKDOWN
- 27. Commercial Break Lynn CS4029 Lecture 1
- 28. Creative Thinking Ad Review Commercial Break Lecture (part 2) Lynn CS4029 Lecture 5 Lecture (Part 1) Lecture (Part 2) Wrap-Up LECTURE BREAKDOWN
- 30. Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5 Details add weight and believability to your writing. Flickr user mountainamoeba Specificity
- 31. Lynn CS4029 Lecture 5 Details Specificity Draw from your research and consider sensory cues, connotation, and comparisons
- 33. Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5 Style is the technique of writing. Flickr user Butch Dalisay Style
- 34. Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5 “Trying to add style is like wearing a toupé...” Flickr user Keli Schimelpfenig Style
- 35. Lynn CS4029 Lecture 5 George Orwell’s 6 Rules for Writing (i) Never use a metaphor, simile, or other figure of speech which you are used to seeing in print. (ii) Never use a long word where a short one will do. (iii) If it is possible to cut a word out, always cut it out. (iv) Never use the passive where you can use the active. (v) Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent. (vi) Break any of these rules sooner than say anything outright barbarous. Style
- 36. Lynn CS4029 Lecture 5 Try cutting a lot of your word- count, especially those words that add little extra meaning. Don’t over-use the passive voice. And whether passive or active, be clear who did what to whom. = Edit ruthlessly = Write straightforward with strong verbs Style
- 37. Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5 To edit effectively, let it cool. Style
- 38. Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5 What’s the biggest difference between writing and copywriting? Copywriting Sells Flickr user Aranami Style
- 40. A statement, or thesis, is a central organizing idea, usually an interpretation of the strategy proposition. Statement
- 42. Flow • Beginning – strong start, continuation from the headline • Middle – selling facts revolving around thesis • End – call to action, concluding fact or a line that relates back to the headline Structure
- 43. Lynn CS4029 Lecture 5 Structure Coherence The relationship of the parts to the parts
- 44. Lynn CS4029 Lecture 5 Structure Unity The relationship of the parts to the whole
- 46. Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5 A story is an account of events that happen over time to someone(s) to interest, amuse or instruct. Flickr user Marc Wathieu Story
- 47. Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5 Flickr user Honou What are the 7 key elements of a story? The “core argument” of the story.1 The “who” of your story.2 The central image or thing in which is condensed much of a story's meaning.2 First, second, third, limited, omniscient4 The ”where” of your story.5 The “personality” of the story.6 The “engine” of your story.7 Story
- 48. Lynn CS4029 Lecture 5 Story Participation Create a role for the audience
- 49. Lynn CS4029 Lecture 5 Story Length Stop when you are finished
- 50. Lynn CS4029 Lecture 5 Story Plot Lines Know them!
- 51. Creative Thinking Ad Review Commercial Break Lecture (Part 2) Lynn CS4029 Lecture 5 Lecture (Part 1) ClosingWrap-Up LECTURE BREAKDOWN
- 52. Ciao Ciao Lynn CS4029 Lecture 5