Copywriting for print

1. Headline
• gains attention
• communicates the selling point
2. Subhead
• includes important information not included in the headline
• stimulates more reading
3. Call to action or close
4. Logo and/or Tagline

Types of headlines

• News
• Self-interest or target specific
• Claim
• Directive or command
• Offer advice
• Hornblowing
• Slogan, label, or logo
• Curiosity or provocative

Tips on copywriting

• Length determined by familiarity
• Brief
• Memorable
• Avoid generalities
• Use facts, not claims
• Copy must flow from the headline
• Focus on a single benefit
• Use present tense
• Active verbs
• Familiar words or phrases
• Involve the reader
• Provide support
• Avoid puffery or cliches

Choose an Approach

• How do advertisers decide?
• inform, persuade or entertain
• Elements to Consider:
• Tone
• Style
• Appeal

Copywriting Formats

• Dialogue  delivers selling points through characters
• Straight-line = straightforward why
• Testimonial = person has a one-sided conversation
• Narrative = series of statements-->dull
• Direct response = urgency