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COPYWRITING

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					            COPYWRITING
• Expressing the values and benefits a brand has
  to offer through written or verbal descriptions.
   – Able to comprehend and then incorporate the
     complexities of marketing strategies, consumer
     behavior, and advertising strategies into a brief yet
     powerful communication!
   – Need for vast information
   – Creative Plan (Copywriter and Art Director)



                          GOLDEN
MAIN COPYWRITING RULE!

       •KISS!



         GOLDEN
COPYWRITING FOR PRINT

• Headline: Should motivate the reader to
  move on to the rest of the ad.
  – Know basic purposes/types- not an
    exhaustive list!
  – Pages 382-384.




                    GOLDEN
    HEADLINE GUIDELINES
• Major persuasive component!
• Appeal to reader’s self interest!
• Inject maximum info without wordiness.
• 5 to 8 words!
• Include brand name
• Entice the reader to read the body copy or
  examine the visual.
• Never change the type faces within headline.
• Use simple, common, familiar words.
                      GOLDEN
             SUBHEAD

• A few words or short sentence that
  enhances or supplements the headline.
• Heuristics (Rules of Thumb):
  – Smaller print thanheadline.
  – Can communicate more complex
    information than the headline.
  – More Copy = More need for a Subhead!


                   GOLDEN
              BODY COPY
• Text portion. Must coordinate with other
  components and should advance the
  strategy.
  –   Straight-line
  –   Dialogue
  –   Testimonial
  –   Narrative
  –   Direct response

                        GOLDEN
          GUIDELINES FOR
            BODY COPY
•   Present tense
•   Singular nouns and verbs
•   Active verbs
•   Familiar words and phrases
•   Vary length of sentences and paragraphs
•   Involve the reader
•   Support claims
•   Avoid clichés or superlatives
                       GOLDEN
        COPYWRITING FOR
          CYBERSPACE

•   Style influenced by techno-babble.
•   Not creative nor persuasive (not in book).
•   Annoyance issues.
•   Generally follow print guidelines but
    assumes a more active audience- a lot of
    need for direct response copy.


                     GOLDEN
     COPYWRITING FOR
       BROADCAST

• Very different from print!
  – Fleeting exposure!




                     GOLDEN
               RADIO

• Very much under-appreciated and may
  be the most creative outlet for
  copywriting!
• Goal is to stimulate the imagination!
• “THEATER-OF-THE-MIND!”
• “Audio Wallpaper” problem! Or in
  other words, no active listening!

                  GOLDEN
        RADIO FORMATS

• Music
  – Attract attention, enhance recall, and
    integration.
• Dialogue (boring- use humor).
• Announcements (good for live
  broadcast).
• Celebrity Announcer.

                     GOLDEN
          GUIDELINES FOR
           RADIO COPY
•   Common, familiar language.
•   Short words and sentences.
•   Stimulate the imagination.
•   Repeat the name of the product.
•   Stress main selling point(s).
•   Use sound/music with care.
•   Tailor copy to the time, place, and audience.


                        GOLDEN
    RADIO PRODUCTION

• Use word count guidelines DAMN IT!
• PAGE 393!




                 GOLDEN
   COPYWRITING FOR TV

• Must be highly sensitive to visuals and
  motion.
  – Use of the storyboard
  – Script Specifications (Radio and TV)-
  PAGE 438!


                     GOLDEN
GUIDELINES FOR TV COPY

• Use and support the video.
• Coordinate the audio with the video.
• Sell and ENTERTAIN!
• Flexibility (15, 20, 30, 60 second ads).
• Use copy judiciously.



                     GOLDEN
OTHER COPY ESSENTIALS

• Slogans
• IBP
• URL/Signatures




                   GOLDEN
    COMMON COPYWRITING
        MISTAKES

•   Vagueness
•   Wordiness
•   Triteness
•   Focus on cleverness- Creativity for
    creativity’s sake! Remember the message
    strategy or objective!


                    GOLDEN

				
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posted:9/22/2011
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