you. (A students guide to the industry) Copywriting and professional writing are interdependent Copywriting, by definition, is writing the text of advertisements and publicity material. For many students of varying majors, especially the up-and-coming graduates such as myself, the professional world can be intimidating to say the least. While there are a slew of potential career paths to choose from, narrowing down a direction can seem next to impossible. For those who remain stuck and indecisive, consider a career in copywriting. Whether your course of study be English, marketing, or business the techniques of pro- fessional writing are essential and invaluable to the business of copywriting. This blog will outline 3 major tips to ensure any up-and-coming copywriters success which utilize the techniques of professional writing familiar to most college students.
1. Determine your Rhetoric is the study of writing or speaking as
a means of communication or persuasion. audience and adjust As a copywriter is often hired to promote a your rhetoric product or service, such persuasive tactics are necessary. Identifying ones audience allows the copywriter to target specific lan- guage and ideologies that will help convey a message to a certain demographic. ThIS advertisement by Apple is a great ex- ample of the importance and effectiveness of being aware of your companys demo- graphic. This ad is specifically targeted to tech-savvy users who understand its specif- ic language as well as the product capabil- ities listed. Many consumers may find the information confusing or unimportant; this is acceptable only because the ad is clearly geared toward those who depend on tech- nology for business or creative pursuits and are pre-existing Apple customers. 2. Focus on organization of information and visual appeal:
It is no impressive secret that a bold
headline is a vital part of any adver- tisement. Color schemes and loud typefaces aid in the immediate rec- ognition of an advertisement by its potential customers. Yet proper or- ganization of information is crucial to effectively conveying a message, as thoughtful formatting helps lead the human eye to the most import- ant aspects of any message. Poor formatting or unorganized collec- tion of material will lead to a cus- tomers lack of interest in the visual nature of the advertisement and the message will fall upon deaf ears.
Notice how this Minute Maid adver-
tisement seems to naturally direct your eyes to the most necessary features of the ad; the brand name and what it sells. Once the audi- ence is intruiged by the ads text, the eyes are immediately drawn to the enticing image of fresh lemons; thus, emphasizing the intent and appealing to the viewer. As the eyes continue down the page to follow the slogan the brand name is bold and unignorable. This is a simply yet extremely effective copywriting technique. 3. Keep your language clear and concise
On average, a consumer spends only 2
seconds considering a print ad. Thus, it is crucial for the copywriter to convey as much information as possible in a concise and succinct manner. Using the tools weve already discussed (identi- fying an audience and adjusting rhet- oric and utilizing eye-catching visuals alongside properly formatted informa- tion) a successful copywriter can hook a consumer before the 2 seconds of interest fades away.
This advertisement for Heinz ketch-
up clearly highlights the benefit of mastering the combination of minimal language and massive visual appeal. In just one simple sentence the copy- writer has explained the product, as well as the brand, and captivated the audiences interest,; thus, minimizing potential for confusion and maximizing the effectiveness of aesthetics.
The accessibility of copywriting
As a consumer, its easy to become oblivious to the thousands of commercial messages we encounter on a daily basis. Upon further consideration, however, it is rather simple to recognize the detailed facets of the copywriting industry. It requires much more thought and skill than simply mentioning a brand on a page. The tools one develops through a pro- fessional writing education are a priceless part of a copywriters knowledge. Utilizing the techniques weve discussed and developing your own set of heuristics will enable you to adapt and overcome any challenges you may face in the copywriting profession. As the late philosopher Ren Descartes once said, Each problem I solved became a rule, which served afterwards to solve other problems. Good luck and happy copying!