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Copywriting spring 2018 week 4

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Kevin O'Doherty
Kevin O'Doherty

How Branding is an Integral Part of the Copywriting Process

Marketing
1 of 27
Branding: The anatomy of advertising
You Are Here You Are Here Demographics Psychographics USP “Pay the extra dollar. Drive the extra mile” that’s BRANDING Features and Benefits
The DNA of brands
What do we mean by branding? What do people associate with your product / service? • quality, value, fun What feeling do they get? • trust, empathy (pain), passion
Branding is about 3 things • Authenticity • Balance • Connectedness
Branding is about 3 things Authenticity • Are you directed by your values? • Are you comfortable with who you are and where you are? • When things go wrong, do you start with what you could have done differently?
Branding is about 3 things Balance • Can you balance a bias toward a positive outlook with an unflinching resolve to face the harsh realities? • Are you fundamentally patient but relentlessly driven toward results? • Are you comfortable with ambiguity while continually seeking clarity?
Branding is about 3 things Connectedness • Are you focused on serving others? • Are you open to being influenced by those you seek to influence? • Are you curious all the time?
“Experience”
Creating advertising A - get Attention I - arouse Interest D - create Desire A - stimulate Action
Ok – sure. “Pinkly pulchritudinous and amazingly delightful, infinitely charming and sensationally fascinating.”
How should you position your product? Soft drink? or mixer? or both?
How should you position your product?
•Great service •Comfy leather seats •Live seatback TV •Great schedule to Halifax •Book •Call •Earn
All headline
Logo and call to action
All copy, no headline
Question mark? Headline Can it stand alone?
Just plain weird That’s your logo? Really? “Slick seed of life logo – because it’s cool.”
Features and benefits The logo 30 day money back guarantee Scientifically engineered to defy pain, defy aging and defy gravity
The good with the bad The copywriter successfully tells a story from the first person perspective
5 ways • Define focus • Less is more • Simple is effective • Enable visualization • Involve users (readers)
Features and benefits, again The narrative is based on an emotional connection with the audience. Think Apple. Is it about the technology? Or is it about the story? Values? Identity?
Just like a movie character Brands must stay “true” to themselves if consumers are to remain loyal
The words you choose • Tone • Rhythm • Word choice
Position statement (a form of your USP) [Name of product or service] is the [defining quality] [category] for [audience description] consumers.
Now onto the copy • Position statement • Benefits • Features

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Copywriting spring 2018 week 4

  • 1. Branding: The anatomy of advertising
  • 2. You Are Here You Are Here Demographics Psychographics USP “Pay the extra dollar. Drive the extra mile” that’s BRANDING Features and Benefits
  • 3. The DNA of brands
  • 4. What do we mean by branding? What do people associate with your product / service? • quality, value, fun What feeling do they get? • trust, empathy (pain), passion
  • 5. Branding is about 3 things • Authenticity • Balance • Connectedness
  • 6. Branding is about 3 things Authenticity • Are you directed by your values? • Are you comfortable with who you are and where you are? • When things go wrong, do you start with what you could have done differently?
  • 7. Branding is about 3 things Balance • Can you balance a bias toward a positive outlook with an unflinching resolve to face the harsh realities? • Are you fundamentally patient but relentlessly driven toward results? • Are you comfortable with ambiguity while continually seeking clarity?
  • 8. Branding is about 3 things Connectedness • Are you focused on serving others? • Are you open to being influenced by those you seek to influence? • Are you curious all the time?
  • 10. Creating advertising A - get Attention I - arouse Interest D - create Desire A - stimulate Action
  • 11. Ok – sure. “Pinkly pulchritudinous and amazingly delightful, infinitely charming and sensationally fascinating.”
  • 12. How should you position your product? Soft drink? or mixer? or both?
  • 13. How should you position your product?
  • 14. •Great service •Comfy leather seats •Live seatback TV •Great schedule to Halifax •Book •Call •Earn
  • 16. Logo and call to action
  • 17. All copy, no headline
  • 19. Just plain weird That’s your logo? Really? “Slick seed of life logo – because it’s cool.”
  • 20. Features and benefits The logo 30 day money back guarantee Scientifically engineered to defy pain, defy aging and defy gravity
  • 21. The good with the bad The copywriter successfully tells a story from the first person perspective
  • 22. 5 ways • Define focus • Less is more • Simple is effective • Enable visualization • Involve users (readers)
  • 23. Features and benefits, again The narrative is based on an emotional connection with the audience. Think Apple. Is it about the technology? Or is it about the story? Values? Identity?
  • 24. Just like a movie character Brands must stay “true” to themselves if consumers are to remain loyal
  • 25. The words you choose • Tone • Rhythm • Word choice
  • 26. Position statement (a form of your USP) [Name of product or service] is the [defining quality] [category] for [audience description] consumers.
  • 27. Now onto the copy • Position statement • Benefits • Features