Copywriting Successful Writing for Design Summary –
Writing copy is often assumed to be a natural talent.
However, there are simple techniques you can employ to craft strong written content with ease
Copywriting: Successful Writing for Design, Advertising and Marketing summary
Copywrtiting doesn’t have to be hard with the right formula and techniques.
Learn how to write from experience copywriters for digital media, branding, advertising, direct marketing,
retailing, catalogs, company magazines, and internal communications.
Write for your audience don’t try to be clever or witty
Know your target audience inside out, go beyond demographics, where they live, jobs, hobby, language and words they use etc
Target those people who are already have some interest in your product
Some people will never buy no matter how good your copy, some will buy no matter how bad your copy is
Get their attention by promising a result but never over promise
Hold their attention by explaining the why and how to them
Your tone should be warm and inviting
It’s better for people to want to buy from you than for you to sell to them
Being sold is annoying and intrusive
Make sure all your copy is interesting, involved the client and have call to action
Headline must grab attention and provoke interest
First paragraph must reward reader for reading and promising more interesting down below
Body copy must deliver the promise
Offer new promises later in the copy and deliver before the end
Final paragraph is for reminding readers about the promises, how will they be fulfilled and tell them what action to take next
Create a word bank that evokes feeling
Create a brand dictionary, use “our people” not “our staff”, use “our stores” not “our outlets”.
Don’t use jargons that normal people wouldn’t understand
Have a set of tone of voice phrases that characterize your brand based on your target audience
Take a great brief from the client to write a great copy
What are client expecting, previous advertising strategy.
Know in detail who are the clients and how is the marketplace
Find out audiences’ aspirations, lifestyle, attitude
Find out their current opinion on your product
What is the core message and supporting evidence?
What is the USP and creative direction ?
Imagine the world through their eyes
Reduce unnecessary words, make sure the message suits the design
Make the message believable in the audience’s language
Graphic design gives brand an identity and copywriting provides the details
Make sure your brand name sounds good in other languages as well
Use before and after to show effectiveness of your product
Use Fear, uncertainty and doubt to highlight the risk with humor of not using your product
Use wit like word play or phrase with a twist in meaning
Criticize the competitor’s product subtly
Use Intrigue, gimmicks and provocation to
Make the headline personal, strong, simple, intriguing, specific, urgency
Strategy for retail marketing are free samples, vouchers, charity campaign, store card,
in-store events, BOGOF & discounts, introduce a friend, loyalty promotions,Bargains, supplier-funded, advice & insight
Create a smooth customer journey in the store, window displays > store entrance > directional signage > hanging signs > eye level merchandising > on shelf > easy purchasing
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