Understanding how copywriting impacts ad layout and design

1. Writing that sells
Ads, layout and design

2. Elements of an ad
• Product category
• Ad execution
• Brand
• Message

3. Negative space

4. A picture paints…

5. Minimal copy

6. Getting your attention

7. Keeping your attention

8. But does it work?

9. Billboard advertising

10. Interactive advertising

11. App-based advertising

12. Text messaging

13. Product placement

14. In-text advertising

15. Your retirement income plan

16. What would happen to her if
something happened to you?

17. Auto insurance at lower rates

18. Turn your careful driving into money

19. What traditional ads look like
• Illustration 65 %
• Headline 10 %
• Copy 20 %
• Logo5%

20. How well do you know your customers?
So now this is the part that allows you to describe your
product or service in greater detail. This is known as
your copy block.
There is no question that you should be testing
headlines – seeing which ones work – and which don’t.
Don’t forget the call to action here.

21. How well do you know your
customers?
So now this is the part that allows you
to describe your product or service in
greater detail. This is known as your
copy block.
There is no question that you should be
testing headlines – seeing which ones
work – and which don’t.
Coupon box to
be added to the
side of the ad
when you want
to include a
discount,
promotion or
limited time
offer.
25% OFF
Don’t forget the call to action here.

22. How well do
you know
your
customers?
So now this is the
part that allows you
to describe your
product or service in
greater detail. This is
known as your copy
block.
Coupon box to be
added to the side
of the ad when
you want to
include a discount,
promotion or
limited time offer.
25% OFF
Don’t forget the call to action here.
There is no question
that you should be
testing headlines –
seeing which ones
work – and which
don’t.

23. How well do you know your customers?
So now this is the
part that allows you to
describe your product
or service in greater
detail. This is known as
your copy block.
Coupon box to be
added to the side of
the ad when you
want to include a
discount, promotion
or limited time offer.
25% OFF
Don’t forget the call to action here.
There is no
question that you
should be testing
headlines – seeing
which ones work –
and which don’t.
Serif
Sans Serif
Point size
Bold Italics

24. Tone of Voice
In the foothills of the Himalayas you will see slopes
covered with Indian Rose Damascene with an exquisite
smell. Here we found Pawan and his family who have
been growing and distilling roses for many generations
while also supporting local rose farmers.
Pawan knows the soil, he knows the plants, and the way
he tests their qualities is as natural as breathing.
He smells the roses, knows the precise moment to pick
them and use their petals for immediate distillation.

25. Audience
Express values
Since when is an accounting firm?
“bold, clear and positive”

26. Audience
Brand life vs. shelf life
“Marketing materials that are
meant to be long-term or short-
term and therefore, consumed
over different channels”

27. Guidelines for Brand Communication
Brand Essence
Mission, values, purpose
What makes the brand unique?

28. Guidelines for Brand Communication
Word Bank
Collection of suitable words
What types of words should you use?

29. Guidelines for Brand Communication
Company dictionary
Identify and define industry-specific jargon
Why you should opt for plain English

30. Guidelines for Brand Communication
Brand Hierarchy
House of brands? Branded house?
Unilever vs. Coca-Cola
How do the brands relate to each other?
How can they have same core values but
unique personality?

31. Guidelines for Brand Communication
Sample copy
Show clear examples of what works
and what doesn’t

32. “Kevin is rude but…”

33. Value proposition
• Accessibility “build a diversified investment portfolio”
• Newness “get the latest smart phone”
• Performance “More powerful, faster”
• Customization “A plan built for you”
• “get the job done” “Let us worry”
• Design “Stand out in a crowd”
• Status “A special sense of belonging”
• Price “No frills”
• Cost reduction “Turnkey solution”
• Risk reduction “Guarantee”
• Usability “Download right from your phone…”

34. Pro Roofing Contractors
You found Toronto’s most dedicated roofers.
A leaking roof can create a lot of damage very fast.
You cannot afford that. We are here to provide you
with professional work, expert advice and the best
value for the money. Pro Roofing has helped
hundreds of homeowners in Toronto and Greater
Toronto Area get and maintain beautiful roofs. Take
a look at the types of roofs we install for our clients.

35. How many of these headlines are questions?
• ask a question – “Do you have…?”
• excite curiosity - “How to …”
• issue a challenge – “Can you get…”

36. Set clear goals - Objectives and bottom line
 Specification of a product or a service so that it is
understood by the right target audience
 Promotion of a product or a service so that the
appropriate target audience makes an order
 Creation of interest and demand on the shopper’s
side
 Building awareness of products and services
 Building the right company and brand image

37. Luxury, performance or safety?
• Enjoy bold, spirited styling with an air of sleek
confidence
• Raw power is unleashed precisely through a
short-throw, 6-speed manual…
• Preventative safety features like Dynamic
Stability and Traction Control (DSTC) help you,
the driver, avoid accidents by evading them

38. Key message (s)
What is the one thing I want my audience to know?
Concise: avoid jargon and acronyms
Active: make every sentence active
Positive: talk about what you can do, not what you can't
Short: one memorable sentence, 10-15 seconds to say.
Specific: address a particular challenge and audience

39. What Are Buyer
Personas?
Buyer personas are fictional representations of your ideal customers.
They are based on real data about customer demographics and
online behavior, along with educated speculation about their
personal histories, motivations, and concerns.
?

40. How Are Buyer
Personas Created?
Buyer personas are created through research, surveys, and interviews of
your target audience. That includes a mix of customers – both “good”
and “bad” -- prospects, and those outside of your contact database who
might align with your target audience. You’ll collect data that is both
qualitative and quantitative to paint a picture of who your ideal customer
is, what they value, and how your solution fits into their daily lives.
?

41. How Do You
Socialize A
Buyer Persona?
So you’ve done the research and conducted all the interviews …
you’ve finally figured out who your buyer persona is. Congratulations!
But how do you communicate that new understanding of your target
customer with your entire organization? After all, if your sales and
marketing teams don’t understand who they’re speaking to, it’s hard
to craft a message that really resonates.
?

42. This is Susan
BACKGROUND:
•Head of Human Resources
•Worked at the same company for 10 years;
worked her way up from HR Associate
•Married with 2 children (10 and 8)
DEMOGRAPHICS:
•Skews female
•Age 30-45
•Dual HH Income: $140,000
•Suburban
IDENTIFIERS:
•Calm demeanor
•Probably has an assistant screening calls
•Asks to receive collateral mailed/printed

43. Susan
GOALS:
•Keep employees happy and
turnover low
•Support legal and finance teams
CHALLENGES:
•Getting everything done with a
small staff
•Rolling out changes to the entire
company
HOW WE HELP:
•Make it easy to manage all
employee data in one place
•Integrate with legal and finance
teams’ systems

44. Susan
REAL QUOTES:
•“It’s been difficult getting company-wide
adoption of new technologies in the past.”
•“I don’t have time to train new
employees on a million different
databases and platforms.”
•“I’ve had to deal with so many painful
integrations with other departments’
databases and software.”
COMMON OBJECTIONS:
•I’m worried I’ll lose data transitioning to
a new system.
•I don’t want to have to train the entire
company on how to use a new system.

45. The 20 most important copy tips
1. Demonstrate knowledge
2. Use short sentences
3. Do not overwhelm
4. Run from pompous words
5. Educate
6. Use a great headline
7. Strike a nerve

46. The 20 most important copy tips
8. Know your audience
9. Focus on benefits
10.Magnetize
11.Make an impact
12.Be client-centred
13.Show your image
14.Bring out your personality

47. The 20 most important copy tips
15.Know how the message translates
16.Be organized
17.Be consistent
18.Proofread
19.Test your copy
20.Edit and then edit some more