Chapter 12 Copywriting

Warning: The difference between copywriters and art directors may not be as great as you think! While copyrights are primarily responsible for writing the verbal descriptions in ads and art directors are responsible for the visuals, they act as partners and often come up with great ideas outside their primary responsibility. Copywriters and art directors function as partners and are referred to as the creative team in agencies. The creative concept, which can be thought of as the unique creative thought behind a campaign, is then turned into individual advertisements. During this process, copywriters often suggest the idea for magnificent, arresting visuals. KISS Keep it Simple Stupid The campaigns that work best on a global scale are those where the brand and its imagery and inextricably one and the same. Advertising that succeeds in the global arena draws on four constants: simplicity, clarity, humor, and clever demonstration. Copywriting and the Creative Plan Copywriting is the process of expressing the value and benefits a brand has to offer, via written or verbal descriptions. Its a never-ending search for ideas combined with a never-ending search for new and different ways to express those ideas. A creative plan is a guideline used during the copywriting process to specify the message elements that must be coordinated during the preparation of copy. Some of the elements considered in devising a creative plan are the following: The single most important thought you want a member of the target market to take away from the advertisement. The product features to be emphasized The benefits a user receives from the features The media chosen for transmitting the info and the length of time the adv. will run The suggested mood or tone for the ad The ways in which mood and atmosphere will be achieved in the ad The production budget for the ad

Copywriting for Print Advertising 3 Components of print opy: the headline, the subhead, and the body copy. Headline is the leading sentence, usually at the top or bottom of an ad that attracts attention, communicates a key selling point, or achieves brand identification. It can either motivate a reader to move on to the rest of an ad or lose the reader for good. A headlines purpose:

Gives news about the brand Emphasize a brand claim Give advice to the reader Select prospects Stimulate the readers curiosity Set a tone or establish an emotion Identify the brand

Guidelines for Writing Headlines Make the headline a major persuasive component of the ad. Appeal to the readers self-interest with a basic premise of benefits coming from the brand. Inject maximum info with less wordy copy Limit headlines to 5-8 words Include brand name in headline Entice reader to read body copy Entice reader to examine the visual Never change typefaces within a headline Never use a headline whose persuasive impact depends on reading the body copy Use simple, common, familiar words

A subhead consists of a few words or a short sentence and usually appears ahead or below the headline. It also communicates key selling points or brand information quickly. Body copy is the textual component of an advertisement and tells a more complete story of a brand. Effective brand copy is written in a fashion that takes advantage of and reinforces the headline and subhead. Straight-line copy approach explains in straightforward terms why a reader will benefit from use of a brand. Often used in conjunction with a benefits message strategy. Dialogue delivers the selling points of a message to the audience through a character or characters in the ad. Often used in slice-of-life. Testimonial uses dialogue as if the spokesperson is having a one-sided conversation with the reader through body copy. Narrative is a series of statements about a brand. In danger of being boring if not done well. Direct response copy highlights the urgency of acting immediately. Usually used with sales promotion devices

Guidelines for Writing Body Copy Use the present tense whenever possible Use singular nouns and verbs Use active verbs

Use familiar words and phrases Vary the length of sentences and paragraphs Involve the reader Provide support for the unbelievable Avoid clichs and superlatives

Copywriting for Cyberspace Copywriting for Broadcast Advertising Radio There are big creative opportunities because radio is restricted to an audio-only presentation. Formats of radio advertising include: Music, Dialogue, Announcement, and Celebrity Announcer. Music Communicates in an attention-getting and memorable fashion Singing and music an do much to attract the listeners attention and enchance recall. Music in ad should be same type of music that station plays

Dialogue Threat is that dialogue will result in a dull drone of two or more people having a conversation. To reduce the threat of boredom, many dialogues are written with humor.

Announcement Similar to narrative copy Prevalent technique for live radio spots delivered by DJs or news commentators

Celebrity Announcer Having someone famous read copy increases attention

Guidelines for Writing Radio Copy Use common, familiar language Use short words and sentences Stimulate the imagination Repeat the name of the product Stress the main selling point or points Use sound and music with care Tailor the copy to the time, place, and specific audience.

Radio Production Process Radio commercial production highlights the role of the copywriter. There is no art director. The writer is free to plan nearly any radio production he or she chooses because of the significantly reduced costs of radio execution compared to television. 1. Once copy strategy and methods for the commercial are approved, the process begins with soliciting bids from production houses. 2. Cast the ad. If announcer, only one is needed, or in dialogue, two or more. If you need orchestration, find the orchestra, instruments, etc. 3. Schedule a sound studio and arrange for the actors/musicians to record. 4. Production begins. 5. Editing begins to create the best version of the production. Word count guidelines 10 seconds = 20 to 25 words 20 seconds = 40 to 45 words 30 seconds = 60 to 65 words 60 seconds = 120 to 125 words 90 seconds = 85 to 190 words Expenses for a radio ad should be in the 30-50k range. Big name talent pushes that up. A fact sheet radio ad is merely a listing of important selling points that a radio announcer can use to adlib a radio spot. It provides a loose structure so the announcer can work in the ad during these informal monologues. A live script radio ad involves having an on-air radio personality, such as a DJ or talk-show host, read the detailed script of an advertisement. It ensures that all the selling points are included when the commercial is delivered by the announcer. Writing Copy for Television A storyboard is an important shot-by-shot sketch depicting in sequence the visual scenes and copy that will be used in a television advertisement. Television Advertising Formats include: Demonstration, Problem and Solution, Music and Song, Spokesperson, Dialogue, Vignette, Narrative. Guidelines for Writing Television Copy Se the video

 Slogans

Support the video Coordinate the audio with the video Sell the product as well as entertain the audience Be flexible Use copy judiciously Reflect the brand personality and image Build campaigns

Copywriters are often asked to come up with a good slogan or tagline for a product or service. Slogans are short phrases in part used to help establish an image, identity, or position for a brand or an organization, but mostly used to increase memorability. Good slogans serve as an integral part of a brands image and personality. It can also act as a shorthand ID for the brand and provide info on important brand benefits. Also provides continuity across different media and between advertising campaigns.

Common Mistakes in Copywriting Vagueness Wordiness Triteness Creativity for creativitys sake

The Copy Approval Process The final step in copywriting is getting the copy approved. For many copywriters, this is the most dreaded part f their existence. 1. Copywriter submits draft copy to either the senior writer or the creative director, or both. 2. Redrafted copy is forwarded to the account management team within the agency. Evaluate the copy on legal grounds. 3. After account management team has been made, copy and proposed visuals is presented to clients product manager, brand manager, and/or marketing staff. 4. Client reps make recommendations for altering the copy a. Sometimes recommendations realign the copy in accordance with important marketing strategy objectives b. Other times, they are amateurish and problematic. 5. Final copy submitted for final approval to the advertisers senior executives. Copy research is either developmental or evaluative. Developmental copy research can actually help copywriters at the early stages of copy development by providing audience interpretations and reactions to the proposed copy.

Evaluative copy research is used to judge copy after its been produced. The audience expresses its approval or disapproval of the copy used in an ad. Copywriters are not fond of the evaluative report cards.