The document is an introduction to copywriting, outlining the role of a copywriter and the skills required for the profession. It discusses the different mediums where copy can be used, tips for effective writing, and the importance of creativity and understanding the audience. The document also emphasizes the need for ongoing learning, adaptability, and collaboration in order to succeed as a copywriter.

1. COPYWRITING
Drawing on the
power of words

2. HELLO!
I’m Thomas Mikroulis.
Nice to meet you!
Today we’ll be talking
about what it means to
be a copywriter.
2

3. “copy (v.)
late 14c., from Old French copier
(14c.), from Medieval Latin copiare
"to transcribe," originally "to write
in plenty," from Latin copia (an
abundance).
Hence, "to write an original text
many times." Figurative sense of
"to imitate" is attested from 1640s.
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4. 4
Copywriters make words and ideas come alive.

5. YOUR WORDS
CAN HELP PROMOTE
▹ People
▹ Causes
▹ Businesses
▹ Products
▹ Services
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6. WHERE YOUR WORDS LIVE
▹ Brochures & flyers
▹ Advertorials
▹ Websites & blogs
▹ Newsletters
▹ Digital & social media
▹ TV & radio
▹ Outdoor media
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7. 7
It’s a vast world of media and someone needs to provide
the right words.

8. A
COPYWRITER’S
PROFILE
Who hires you and what for?

9. WHERE COPYWRITERS WORK
▹ Freelance
▹ Advertising Agencies
▹ Creative Studios
▹ Marketing Departments
▹ Web Development Firms
▹ Digital Agencies
▹ Healthcare Communications
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10. THE SKILLS YOU NEED
▹ Excellent language proficiency
▹ Writing chops
▹ Good listening skills
▹ Clever note-taking
▹ Attention to detail
▹ Open mind
▹ Thirst for knowledge
Oh, and a thing called… “creativity”.
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11. 11
A DAY AT WORK
▹ Researching
▹ Brainstorming
▹ Drafting
▹ Writing, rewriting,
and then writing
some more
▹ Editing
▹ Proofreading

12. COPYWRITING
101
Tips that will help you
get started

13. “
When I write an advertisement, I
don’t want you to tell me that you
find it ‘creative.’ I want you to find
it so interesting that you buy the
product.
David Ogilvy
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14. START WITH THE BRIEF
Contains insights, research, must-
haves and other important
information regarding the copy you
will be producing (strategy, goals,
target audience, tone, etc.)
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15. IDENTIFY THE UVP
Also known as a unique selling
proposition (USP), the UVP is a clear
statement that describes the
product on offer, how it solves your
customer's needs and what
distinguishes it from the
competition.
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16. 16
WRITE
FOR THE MEDIUM
Each medium serves a main
purpose. Answer to that
purpose and edit your copy
accordingly.
This does not only apply to
writing (about donuts) on
social media, but also on
traditional and digital media as
well.

17. 17
THE CONTENT
MARKETING MIX
What’s the goal again?
Do you wish to entertain,
inspire, educate, or convince?
Adapt your copy to fit in with
your strategy.

18. 18
EMBRACE
NEW TECHNOLOGY
The more you know
about it, the better
equipped you will be to
innovate.

19. 19
KEEP UP
WITH POP CULTURE
▹ Follow the trends
▹ Learn the memes

20. THINK
VISUALLY 20

21. “
Make it simple. Make it
memorable. Make it inviting to
look at. Make it fun to read.
Leo Burnett
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22. SPEAK THEIR LANGUAGE
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Who is in the audience?
Who is your client?
Your voice is secondary to them.
You must be able to adapt your style
and tone.

23. 23
(TRY TO)
BE ORIGINAL
Reference,
but don’t be an exact
copy.
Quaker Foods
“Can of fish” –
2003
Source: Coloribus
Agency: Almap/B
BDO (Brazil)
John West
canned goods
“Made by ocean” –
2017
Source: Coloribus
Agency : Possible
Moscow (Russia)
Source:
www.joelapompe.net

24. 24
BE HONEST
Your distaste will show in your copy.
If you don’t like the product or the client,
don’t work for them.
If you have to work with them, look at
their customers and get their honest
opinion. Find what makes them tick and
maybe you’ll grow to like them yourself.
Alternately, go the DDB way and present
a weakness as a strength.

25. 25
CALL TO ACTION
You have their attention.
Now make your readers
perform the action you need
them to perform.

26. 26
DIGITAL
VS.
TRADITIONAL MEDIA
Shorter copy for a
shorter attention span.
Source: WYZOWL

27. “The frightening and most difficult
thing about being a creative
person is that you absolutely have
no idea where any of your
thoughts come from really, and
you especially don’t have any idea
where they are going to come
from tomorrow.
Art & Copy (2009), Dir. Doug Pray
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28. 28
SAVOR
THE BLANK PAGE
Don’t be scared by its
emptiness.
See it as an opportunity
to create, anything.

29. 29
CLEAR YOUR HEAD
Create your
“Eureka!” moment.

30. 30
GO OUT
EXPERIMENT
FIND INSPIRATION
▹ Read books
▹ Browse magazines
▹ Listen to music
▹ Write for yourself
▹ Watch movies
▹ Go on social media
▹ Study Wikipedia

31. 31
GO CRAZY
Sometimes
going off-script
pays off…

32. 32
YOUR “ART”
YOUR TEAMMATE
They are visualizing your
concepts and words for all to
see. Collaborate with them.
Brainstorm together. Share
your thoughts.
When you win, you win
together, and when you fail,
you fail together.

33. 33
PREPARE TO GET
REJECTED,
A LOT
Even if you like writing and
think you’re good at it, others
may not agree. It’s one thing to
write for free, another to write
for money and another thing
entirely to do it so often and so
well that you can turn it into a
full-time job.

34. SHINING
EXAMPLES
Learn from the best

35. PRINT
Yardley gets
rid of
blackheads.
So Bester
Burke Slingers
removed all
the dots!
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36. SOCIAL
A power outage during the
SuperBowl created the
perfect opportunity for a
cookie to brighten up the
social world of Twitter.
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37. PRE-ROLL AD
When GEICO
needed to keep
it really short,
The Martin
Agency found a
way. Presenting
the unskippable
ad.
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38. PSA
The world's most
shared public
service
announcement.
The public service
announcement
campaign was
launched by Metro
Trains Melbourne to
promote rail safety.
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39. INTEGRATED
Eight gamers had
to stand through
simulated
weather
controlled by the
public via a live
stream to win a
trip inspired by
the game. The
winner lasted 20
hours 45
minutes.
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40. TV
The Guardian gives you
the whole picture. Follow
the story across the
various media The
Guardian is using for its
news reporting.
Described by Adweek as
a "masterpiece of craft
and storytelling".
Winner of 'Ad of the Year
2012' by BBH London.
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41. SELL YOURSELF
How to prepare before you
land a job

42. PRESENT YOURSELF
▹ Write your CV
▹ Build your portfolio
▹ Get on LinkedIn
▹ Create a website or blog
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43. PROMOTE YOURSELF
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If you need a copywriter…

44. Let others talk about
your work.
Start building your
reputation!
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WORD OF MOUTH
HELPS A LOT

45. THANK YOU!
Any questions?
thomas.mikroulis@gmail.com
www.linkedin.com/in/thomasmikroulis
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