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MODULE IX
How to Write Copy In General
Direct Mailer
1.Direct mail works because it is "conversation in writing."
2.Have something to say and say it in a way that's understandable by
your audience.
3.Keep the opening paragraph of a direct mail letter short-absolutely
no more than 17 words.
4.Whenever you go to second page in a letter, split the last sentence in
half. Begin it at the bottom of the first page; end it at the top of the
next page.
5.Write about benefits. Not the features that you offer But the benefits
that readers gain fromthese features.
COPY WRITING - How to Write Copy In General
Classified
• A brief advertisement in a newspaper, magazine, or the like, dealing
with offers of or requests for jobs, houses, apartments, cars, etc.
• Small messages grouped under a specific heading (classification) such
as automobiles, employment, real estate, in a separate section of a
newspaper or magazine.
• These relatively inexpensive ads are usually a column wide, do not
include any graphics, and are typeset (see typesetting) by the printer
or publisher of the publication.
COPY WRITING - How to Write Copy In General
B2B
• Business-to-business advertising is where business houses uses advertising to
attract custom from other businesses rather the general public.
• This area includes:
1.Industrial advertising, which involves goods, services, resources, and supplies
used in the production of other goods and services;
2.Trade advertising, which is directed to wholesalers and retailers who buy the
advertised product for resale to consumers;
3.Professional advertising, which is directed to members of various professions
who might use or recommend the advertised product; and,
4.Agricultural advertising, which is directed to farmers as business customers of
various products and services.
Press Release
• Whatever your objective, you can deploy PR tactics such as
press releases to your advantage.
• It is important to establish a working relationship between the
organisation and the media (both local and national).
• It’s not enough to want attention. The media have to want to give
that attention to you.
• The secret to successful media relations is to serve your interests by
serving the media’s interests. The more you can match your story to
their needs, the more likely they are to publish.
• Often success in PR terms comes from a well-crafted, one-
page press release. This press release should be a short fact-
filled document that tells editors the ‘who’, ‘what’, ‘where’,
‘when’, ‘how’, and sometimes ‘why’ of your story.
• Within its handful of paragraphs, the press release makes a
compelling case for:
• a.Newsworthiness
• b.Reader relevance
• c.The organization’s credibility
• A press release should be able to attract further inquiry and
generate publicity around your offer.
Advertorial
• An advertorial is a combination of
advertisement and editorial. It's a
news or human-interest story that
sells your product or service.
• The art of writing a good advertorial
is to get the right balance between
story and sale. Advertorials are
native ads with a single purpose:
getting specific action from the
reader.
• An effective advertorial grips the reader and leads her to the logical
conclusion — pointing her, in very specific language, to what to do
next. This is the call to action.
• Advertorials come in all shapes and sizes.
• They could be lists or guides
• They could be videos or print articles
• They could be one page or six
Infomercial
• Infomercial is a portmanteau of words information and commercial. It
is a vital part of direct response marketing concept and quite a
famous one too.
• Late night television means a good bout of infomercials. They are
commercials with a long format that are telecast in television for a
single product marketing or selling of series of products.
• Infomercials are quite a successive source of marketing. If you want to
sell or market your product or service, then they are the way
to go.
COPY WRITING - How to Write Copy In General

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COPY WRITING - How to Write Copy In General

  • 1. MODULE IX How to Write Copy In General
  • 2. Direct Mailer 1.Direct mail works because it is "conversation in writing." 2.Have something to say and say it in a way that's understandable by your audience. 3.Keep the opening paragraph of a direct mail letter short-absolutely no more than 17 words. 4.Whenever you go to second page in a letter, split the last sentence in half. Begin it at the bottom of the first page; end it at the top of the next page. 5.Write about benefits. Not the features that you offer But the benefits that readers gain fromthese features.
  • 4. Classified • A brief advertisement in a newspaper, magazine, or the like, dealing with offers of or requests for jobs, houses, apartments, cars, etc. • Small messages grouped under a specific heading (classification) such as automobiles, employment, real estate, in a separate section of a newspaper or magazine. • These relatively inexpensive ads are usually a column wide, do not include any graphics, and are typeset (see typesetting) by the printer or publisher of the publication.
  • 6. B2B • Business-to-business advertising is where business houses uses advertising to attract custom from other businesses rather the general public. • This area includes: 1.Industrial advertising, which involves goods, services, resources, and supplies used in the production of other goods and services; 2.Trade advertising, which is directed to wholesalers and retailers who buy the advertised product for resale to consumers; 3.Professional advertising, which is directed to members of various professions who might use or recommend the advertised product; and, 4.Agricultural advertising, which is directed to farmers as business customers of various products and services.
  • 7. Press Release • Whatever your objective, you can deploy PR tactics such as press releases to your advantage. • It is important to establish a working relationship between the organisation and the media (both local and national). • It’s not enough to want attention. The media have to want to give that attention to you. • The secret to successful media relations is to serve your interests by serving the media’s interests. The more you can match your story to their needs, the more likely they are to publish.
  • 8. • Often success in PR terms comes from a well-crafted, one- page press release. This press release should be a short fact- filled document that tells editors the ‘who’, ‘what’, ‘where’, ‘when’, ‘how’, and sometimes ‘why’ of your story. • Within its handful of paragraphs, the press release makes a compelling case for: • a.Newsworthiness • b.Reader relevance • c.The organization’s credibility • A press release should be able to attract further inquiry and generate publicity around your offer.
  • 9. Advertorial • An advertorial is a combination of advertisement and editorial. It's a news or human-interest story that sells your product or service. • The art of writing a good advertorial is to get the right balance between story and sale. Advertorials are native ads with a single purpose: getting specific action from the reader.
  • 10. • An effective advertorial grips the reader and leads her to the logical conclusion — pointing her, in very specific language, to what to do next. This is the call to action. • Advertorials come in all shapes and sizes. • They could be lists or guides • They could be videos or print articles • They could be one page or six
  • 11. Infomercial • Infomercial is a portmanteau of words information and commercial. It is a vital part of direct response marketing concept and quite a famous one too. • Late night television means a good bout of infomercials. They are commercials with a long format that are telecast in television for a single product marketing or selling of series of products. • Infomercials are quite a successive source of marketing. If you want to sell or market your product or service, then they are the way to go.