• 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
– Need for vast information
– Creative Plan (Copywriter and Art Director)
MAIN COPYWRITING RULE!
COPYWRITING FOR PRINT
• Headline: Should motivate the reader to
move on to the rest of the ad.
– Know basic purposes/types- not an
– Pages 382-384.
• 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.
• 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!
• Text portion. Must coordinate with other
components and should advance the
– Direct response
• 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
• 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.
• Very different from print!
– Fleeting exposure!
• Very much under-appreciated and may
be the most creative outlet for
• Goal is to stimulate the imagination!
• “Audio Wallpaper” problem! Or in
other words, no active listening!
– Attract attention, enhance recall, and
• Dialogue (boring- use humor).
• Announcements (good for live
• Celebrity Announcer.
• 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.
• Use word count guidelines DAMN IT!
• PAGE 393!
COPYWRITING FOR TV
• Must be highly sensitive to visuals and
– Use of the storyboard
– Script Specifications (Radio and TV)-
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.
OTHER COPY ESSENTIALS
• Focus on cleverness- Creativity for
creativity’s sake! Remember the message
strategy or objective!