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Creative Copywriting
Steps to Copywriting
- _________________________
- ________________________
- ________________________
Copywriting Formats
- Dialogue delivers selling points through characters
- Straight-line = straightforward why
- Testimonial = person has a one-sided conversation
- Direct response = urgency
Tips on copywriting
Length determined by familiarity
Brief
Memorable
Avoid generalities
Use facts, not claims
Principles of writing body copy
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
In-class Exercise
As an in-class exercise, we are going to do a role play
Copywriting for Television
The formats
- Demonstration
- Problem and Solution
- Music and Song
- Spokesperson
- Dialogue
- Vignette
- Narrative
Guidelines for Writing TV Copy
________________________
Excellent for ________________________
________________________
Challenges
- Must be ________________________.
- ________________________
- Has to carefully ________________________and ________________________
- Heavy reliance on p________________________ and ________________________
- The Road map = ________________________
Radio formats
Dialogue
Announcement
Celebrity announcers
Music
Writing Copy for Radio
Free from ________________________.
Stimulates a ________________________
- allows a copywriter to ________________________for an audience
Challenges
- people d________________________ or ________________________
________________________
Copywriting for prin: The Elements
Headline
- gains ________________________
- communicates________________________
Subhead
- includes important information not included
in the headline
- ________________________
Call to action or close
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 |
