This document provides guidance on writing effective copy for advertisements. It discusses key elements like the headline, which should grab attention; slogans, which reduce the concept to a memorable idea; and body copy, which maintains reader interest and drives product sales. The body copy should emphasize benefits, position the product clearly, and tell a compelling story. Digital copywriting requires a different approach, with less explanation and more linking. Overall, the goal is to persuade and seduce readers to sell the product, using facts about the product to promise benefits.

1. c o p y w r i t i n g

2. Ok, so let’s write an Ad

4. We’lldoittogether

5. What’s that!?

6. You can do just with visuals, but today
we are writing. Shall we start?

8. Headline (title)
Words that will be read first
Must grab reader’s attention and
induce to read the rest
Targets the audience
Should be a complete message

9. WRITE HEADS:
20 SHOULD DO

10. Pick the best
one (or 2)

11. DON’T
• write a very long headline
• tell something that’s irrelevant
• use silly/old wordplay
• use exclamation marks, ever!
• use expression like “the best”, “the most”
• write something hard to understand (ask
yourself: will the target get it?)

12. Our Headline
(maybe we got a subhead too?)

13. Slogans
Short phrase (or word) usually
accompanying the brand’s logo
Gives continuity to the campaign
Reduces the concept to a single
easy-to-remember idea
Evocative & easy to understand

14. Our Headline
Let’s have a slogan for Parés Baltà
(maybe we got a subhead too?)

15. DO
• describe what the brand does
• suggest the use of the product
• describe the nature or strengths
of the brand / product
• make the brand stand out
• motivate the consumer
• support the brand name
• use foreign languages

16. Our Headline
Our Slogan
(maybe we got a subhead too?)

17. The Body Copy
Main text of the ad
Maintains the interest of the reader
Creates desire towards the product
Drives to the selling of the product
Emphasizes the idea
Clearly positions the product
Clarifies the ultimate benefit
Reinforces the brand name
Reinforces the ad’s statements
Explains a complete story
Has to be long enough to
accomplish the purpose of the ad,
but short enough to be easy to read

18. Our Headline
Ladies: time to get down to the real thing. Let’s write a
seducing, compelling, informative, attention-grabbing and
action-calling body copy. Think it through. Doesn’t have to
be perfect but must be well written. And it must sell wine.
Our Slogan
(maybe we got a subhead too?)

19. How to write a Body Copy
1. Define your goals (think about the
product, the target and the purpose)
2. Research
3. Make a list of features & benefits
4. Select your USP
5. Select other selling propositions
6. Organize the ad
1. USP
2. Support Ideas
3. Call to action
7. Write the text
Editor’s Checklist
1. Is it clear?
2. Simple words?
3. Brief opening paragraph?
4. Short paragraphs?
5. “Seller”?
6. Blunt title?
7. Coherent organization?
8. Brief and convincing?
9. Talks to the consumer?
10. Enthusiastic?

20. Our Headline
Our body copy. I’ll just put some lorem ipsum here: dolor sit
amet, consectetur adipisicing elit, sed do eiusmod tempor
incididunt ut labore et dolore magna aliqua. Ut enim ad
minim veniam, quis nostrud exercitation. Yeah, cool.
Our Slogan
(maybe we got a subhead too?)

21. What about
copywriting in
digital media?

22. less poetry – more SEO
less explaining – more linking
less designing– more bolding

23. Final Considerations
• Copywriting isn’t about informing or writing
poetry. It is about selling. And to sell we must
persuade and seduce.
• Take the facts of the product and transform
them intro benefits. Take the benefits and
transform them into promises.
• Words have connotations. Use them wisely.
• Don’t be shy about using bullets, edit your
text or using different fonts, but keep it
simple.