The document discusses various techniques and strategies for effective copywriting, including coming up with memorable slogans and taglines, appealing to emotions like profit motive, health, love, and fear. It provides examples of successful ads and their headlines, and offers tips for writing compelling headlines, body copy, and conclusions that motivate the desired consumer action.
The document discusses various techniques and strategies for effective copywriting, including coming up with memorable slogans and taglines, appealing to emotions like profit motive, health, love, and fear. It provides examples of successful ads and their headlines, and offers tips for writing compelling headlines, body copy, and conclusions that motivate the desired consumer action.
The document discusses various techniques and strategies for effective copywriting, including coming up with memorable slogans and taglines, appealing to emotions like profit motive, health, love, and fear. It provides examples of successful ads and their headlines, and offers tips for writing compelling headlines, body copy, and conclusions that motivate the desired consumer action.
The document discusses various techniques and strategies for effective copywriting, including coming up with memorable slogans and taglines, appealing to emotions like profit motive, health, love, and fear. It provides examples of successful ads and their headlines, and offers tips for writing compelling headlines, body copy, and conclusions that motivate the desired consumer action.
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COPYWRITING
The Art of Writing Ads
The essence of copywriting • Say it differently • Say it memorably • Ours is a official drink at Sharjah. (Coca cola) • There is nothing official about it. (Pepsi) • There is life after Sharjah. • Madam, you are Adam. • Our Graf is rising. • It’s Nun of our business. • Impossible is nothing Technology may become more sophisticated, but there is no substitute for IDEAS, and these can only be generated by the human mind. For Copywriters two qualities are essential
• A good command of the language
• Imagination
FOR SALE FOR SALE
SMALL HOUSE VERY DESIRABLE RESIDENCE
Basic Appeals • Profit Motive - The desire for monetary gain is one of the strongest of the appeals. • Make Rs.1000/- a week extra in your spare time. • Why buy a blade that gives you fewer shaves? Health • By the time your baby is born, he’ll be nine months old already. (The ad line went on to speak of the importance of protein in mummy’s diet.) • Teeth don't die a natural death. you kill them. Love/Sex • When you care enough to send the very best
• For that first magical moment when you
discover that he’s the one.
• How to light a new fire under an old
flame? Fear • What will happen to you if a front tyre blows when you are going 90? • How women can remain young till they reach 60? Comfort • Make your own roads • Spoil yourself • Just add Zen to your life Desire for new experience • Discover the lost city Anthony gave to Cleopatra • The new flying machine Fun & Pleasure • For extra fun… Take more than one • Now enjoy the luxury Of your own private Swimming pool • "Congratulations on getting married! It's not every day you decide to ruin your life!” AIDA Copy Formula • For years, the A-I-D-A formula has been the bible for the beginners of the copywriting. • A…Attention • I…Interest • D…Desire • A…Action Few tips • Speak their language • Keep them guessing • Offer immediate benefit • Be innovative with language • Tell the truth • Talk about uniqueness • Be ahead of the competitors • Show them enough is enough • Manipulate the numbers On Headlines • Avoid obscure words • Be Clear • Headlines should complement the visual • Be prolific in writing headlines • Be imaginative • Headline + Visual + Baseline reflect the Proposition • 90 per cent of the sales job is done through HL/V/BL • 10 per cent is done through body copy On Writing Body Copy • Long opening sentences in the first paragraph are no-no • Too many ‘ands’ and ‘buts’ are also no-no • Work towards easy reading • Avoid using all CAPS in headlines/subheads • Use active verbs and pictorial nouns • Be simple, crisp, clear • Go slow with adverbs and adjectives • Remember to work in rhythm and metre • Never talk down to your prospects (the customer is not a moron, she is you wife!) • Stick by the right selling sequence • Use the word ‘you’ often • Mention the brand names often To Peggy- For marrying me in the first place… For bringing up our children-while I mostly sat back and gave advice. For 208 pairs of shocks you have darned. For finding my umbrella and rubbers heaven knows how often! For tying innumerable dress ties. For being the family chauffeur, years on end. For nevre getting sore at my always getting sore at your bridge playing. For planning a thousand meals a year… and having them taken for granted. For a constant tenderness I rarely notice but I am sure I couldn’t live without it. For waiting a good watch ever so long… And letting your slow moving husband think he’d hit on it all by himself. For just being you…Darling here’s your Hamilton with all my love! Jim • Headline: That rare moment your wife thinks you look better than Shahrukh • Bodycopy: Why wait to tell her she's special. Gift her a Sangini. • Baseline: A Diamond Is Forever. Headline: Subhead: Bodycopy: Priya's Mailbox Fm: aftab@hotmail.com To: priya@usa.net Sub: Ten Reasons...
Ten Reasons Why A Scooty Is Better Than A Girlfriend...
>1. Holds your helmet. And doesn't crib about it. >2. If you can't understand one, you can ask a mechanic. >3. You can always trade it in for a newer model. >4. It doesn't take an hour to bathe and dress. >5. It's parents never yell when you drop it home at midnight.
>6. Lock it up and no sneaky guy'll ever manage to run off
with it. >7. You never have to compliment it on its looks. >8. One mood. All the time. >9. Take the biggest speadbreaker in town at 55kmph. It won't nag you. >10. It'll be around next year.
see attachment
. Sleek Wraparound Headlights
. International Styling . Rugged Front Suspension . Exciting Colours Baseline: First Love Matrimonial : Then & Now • Wanted beautiful, educated, homely match for maheshwari Doctor boy 32/172, tall, handsome, friendly, vegetarian, Father central Govt. Officer, mother House wife, Younger brother studying abroad sister married in reputed Family ONLY maheshwari families with decent background need apply. Others Please Excuse. Write Box. No. NDBL 110007. Recent Trends
• Read V/F B'ful Prof. • Def Ofr's dgt 32/5'4"
qlfd girl for h'some plkg, hedud, wkg IITIAN, ComSc, 27, top MNC, also good 5'7'' 151 lbs, C&D No at H/H Affairs. Seek bar. ONLY H/S only MUM stld boy family apply. Send Email- BHP BOX MUM PGB@hotmail.com 117198k. Box-MUM 305707K. MAGIC OF LANGUAGE : The acronyms are no longer restricted to words or short phrases but can be sentence – length. It is quite popular in ads, emails & sms.
• AYSOS ('Are you stupid or something'),
• CID ('Consider it done') • CIO ('Check it out') • GTG ('Got to go') • WDYS (''What did you say?) • MMYT ('Mail me your thoughts') • SWDYT ('So what do you think'?) • BCBC ('Beggars can't be Choosers') • BTBT ('Been there, done that') • YYSSW ('yeah, yeah, sure, sure, whatever') • HHOJ ('Ha, Ha, Only Joking'). • B4N ('Bye for Now'), CYL ('See you later'), L8R ('Later'), Netlish • All capitals for 'shouting' : I SAID NO • Letter spacing for 'loud and clear' : W H Y N O T WH Y N O T • Word/phrase emphasis by asterisks : the *real* answer • Examples include repeated letters (aaaaahhhh, oohhhh, hiiiiii, sooooory), • repeated punctuations marks (so what!!!!!!!, whohe??????, see what you done????????) Linguistic deviations • Phonological • Graphological • Grammatical