COLLEGE OF MEDIA

AND PUBLISHING
COURSES IN PROOFREADING, JOURNALISM, WRITING AND MARKETING

Copywriting course

Lesson 01: Copywriting basics

OBJECTIVES

After studying this lesson, you will be able to:

1. List what a copywriter does.

2. Define the qualities that a good copywriter should have.

3. Recognise good and bad copy.

COPYWRITING COURSE LEARNING MATERIAL

Welcome to the course!

Can I have a word …?

We live in a world of words. You see them everywhere: on billboards, in magazines, on leaflets, websites, emails, brochures, and
catalogues.

And, they all have to be written by someone. Why not you?

A lot of copy is written by marketing and advertising departments within big companies and organisations.

However, there is also an army of successful freelancers and independent agencies who work for a range of clients.

The copywriting industry is tough and competitive, but is in some ways easier to get into than other professions.

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LESSON 01: COPYWRITING BASICS 1
The ability to write well is more important than formal qualifications.

In fact, many people with degrees in English find it hard to write simply, and struggle with the idea of making content relevant to the
reader.

The bottom line is: if you are any good, you will get work.

So, if you have ever looked at an advertisement or a direct mail letter and thought: “I could have done better than that”, then this
course will give you the chance to prove it.

What’s copy?

Copy means different things in different industries.

But in the world of copywriting, it’s a simple definition: ‘A set of words used to sell something, or to promote it for sale.’

There are many types of copy:

1. Slogans:

http://examples.yourdictionary.com/catchy-slogan-examples.html

2. Advertising:

https://blog.kissmetrics.com/wp-content/uploads/2012/10/2-broken-sentences.jpg

3. Promotional:

 Brochures

 http://www.nswteachers.nsw.edu.au/IgnitionSuite/uploads/images/QTC%20Registered%20PD%20Guidelines
%20flyer%20image.jpg

 Leaflets

 http://lowcostleaflets.co.uk/global/images/portfolio/leaflets/2_large.jpg

 Posters

 http://cain.ulst.ac.uk/images/posters/security/poster20r.jpg

4. Web SEO:

http://www.seoghostwriter.com/wp-content/uploads/2011/04/Sample-article-1.pdf

5. Press releases:

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LESSON 01: COPYWRITING BASICS 2
 http://corporate.unitedutilities.com/3835.aspx

6. Direct mail:

http://www.taxiacademy.ru/images/GoogDirectMail/GoogDirectMail1.JPG

7. Advertising features

http://3.bp.blogspot.com/-UeBkaV2nA1o/UVP9Qjj8omI/AAAAAAAAIjQ/nqGsbce481k/s1600/advertising+feature.png

Activity

Let’s start by testing a piece of copy on you, the typical consumer.

Find a piece of copy: a leaflet, an advert in a newspaper or a magazine, a sales letter. Anything you like.

Read it.

Ask yourself:

1. How easy was it to read?

2. How interesting was it?

3. How (if at all) did it persuade you?

What does this mean for the copy that you write?

Now look at these examples:

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LESSON 01: COPYWRITING BASICS 3
What makes these pieces of copy effective? What can you learn from them?

You have probably noticed the first rules of copywriting already:

1. Create impact

2. Keep it short

Now go back to the piece of copy you analysed above. Ask yourself: did it create impact? Was it short (in other words: no longer than
necessary?)

The challenge is to make the copy sound original and fresh, while at the same time persuading people to purchase or use a product or
service.

Watch this YouTube video on Everything You Need to Know about Copywriting by Matt Bailey of Web Marketing Today:
http://bit.ly/1PI0Fx2

What does a copywriter do?

Copywriters usually work in advertising agencies as part of a team. They deal with written words, or '’copy'’, while artists and graphic
designers handle visual images.

However, they are also to be found working for magazines, websites and newspapers.

The work may include writing any of the types of copy mentioned above.

Copywriters write other things, too:

http://www.directcreative.com/what-does-a-copywriter-do.html

And, this article explains other aspects of the copywriter’s job:

http://creativepool.com/articles/jobdescriptions/copywriter-job-description

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LESSON 01: COPYWRITING BASICS 4
The copywriter’s work in more detail

We will look at the various forms of copywriting as the course proceeds. However, with most jobs, you will:

 Study the product, the target group of consumers and the particular message the client wants to put out.

 Think of a form of words that expresses the message clearly, briefly and persuasively.

 Proofread the copy.

 Keep to the agreed deadline and the budget.

 Make sure that the work conforms to the Codes of Advertising Practice.

Who does the pictures?

Obviously, there will be a close relationship with artists / graphic designers if the final product uses words and images.

This is a great example of words and an image working together:

http://www.creative-copywriter.net/wp-content/uploads/2013/09/Beverly-Hills1.png

The copywriter starts with a brief

Copywriters usually work from a brief, completed by the client, which provides background information about the client, the products
and the target audience.

They develop a range of ideas from the brief and present them to the client. Once the client chooses one of the ideas, the copywriter
completes the rest of the copy, making sure it is accurate and complies with the various codes of advertising practice.

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LESSON 01: COPYWRITING BASICS 5
Copywriters might work on several briefs at once. They also attend meetings with colleagues, clients and suppliers.

These are some components of a typical brief that a client has completed:

Tic
k

Nature of your Management consultancy

business
B2B mail order company 

Local house-builder

High-street retailer

Other – specify:

Target audience Internal staff

Affluent over 55s beginning to plan their retirement

Female, 16-19 year olds seeking budget, young, fashionable,

clothing

Local authority service provider, middle management

Large company computer manager/IT director who is purchase 

decision maker

Building materials specifiers (eg architects, surveyors, lead

building contractors)

Other – specify:

The job Sales brochure 

White Paper

Mail campaign

Corporate video script

TV/Radio jingle

Other – specify:

Writing style Clear, corporate style for educated senior management 

Snappy straight-to-the-point sales pitch

Quirky/entertaining

Conversational, warm/friendly

Other – specify:

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LESSON 01: COPYWRITING BASICS 6
The copywriter’s qualities

These are some of the attributes of a good copywriter:

1. The ability to listen carefully to the client’s instructions, interpret them, and develop them.

2. The ability to create original ideas. The advertising industry is driven by ideas, and if you can produce some good ones, you
will never be short of work.

3. Strong writing ability and the ability to adapt those skills for a variety of different media. Each job will be entirely different
from the last one.

4. A knack for creating rhythm when writing slogans or verse.

5. Good, up-to-date general knowledge.

6. Attention to detail. Copy may be brilliantly written, but is no good if it is not accurate.

7. Self-motivation. Whether you work for yourself or for an organisation, you will still need to be able to ‘get up and go’, even
when you do not feel like it. Copywriters do not have the luxury of moaning about ‘writer’s block’!

8. The ability to work in a team. A copywriter will often liaise with clients, artists, designers and other professionals.

9. The ability to work to deadlines. Brilliant copy is no use if it is late.

10. The ability to cope with stress. The world of advertising is relentless, cut-throat and demanding.

11. The ability to cope with criticism. You will get plenty of it!

So, copywriters get used to working to tight deadlines, and must be ready, whenever necessary, to work long hours, including evenings
and weekends.

Activity

List some of personal qualities and skills that you can bring to copywriting.

Compare your list to these Attributes of a great copywriter by Jeff Bullas: http://bit.ly/18C0UtS

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LESSON 01: COPYWRITING BASICS 7
 ASSIGNMENT

ASSIGNMENT INSTRUCTIONS

You can see instructions on how to write and submit your assignment here: http://goo.gl/6jpSP0

ASSIGNMENT EXERCISE

EXERCISE

1. Select your three best copywriting attributes, and explain in 50 words how you can put these to good use as a copywriter.
Remember, you are writing copy here!

2. Create a slogan about yourself.

3. We would like to see your writing skills, right at the start of the course.

Please write a piece of promotional copy of up to 200 words, selling one of the following:

1. Your favourite gadget.

2. Your favourite shop.

3. Your favourite method of travel.

Now listen to this podcast:

https://soundcloud.com/ctjt/writing-in-the-queens-english-mixed

Does your copy need rewriting, now that you have heard the podcast? If so, please- redo it.

Send us both versions for comparison.

THE NEXT LESSON

The next lesson is available to download from the online classroom.

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LESSON 01: COPYWRITING BASICS 8