CH 1: Intro to Copywriting
Dec 19, 2015
CH 1:
Intro to Copywriting
“A copywriter is a salesperson behind a typewriter.”
Mistake to write copy for laypeople to judge, or to merely be entertaining or creative.
Examples: Taco Bell Dog, Wendy’s, Drug Free America
More Examples . . . Zeldman.com, ad graveyard
Zeldman.com
Q: What is the strength of these ads?A: They get attention.
Q: Why were they pulled?A: The creative and entertaining qualities
detract from the sales message.
Q: What should the ads do instead?A: They should promise the viewers that they will
benefit tangibly by the product/service, and provide reason to SWITCH from the competition (p. 5).
Headline & Visual
The promise that gives the viewer a reason to switch brands.
Anatomy of an Ad
Headline & Visual
Here the headline is also thePositioning Line
Image of Product(Sometimes appears below)
Tagline
Body Copy
Headline
Subheading
Image of Product
Tagline
Subheadings bold
Body Copy(w/ space betweenparagraphs)
Toll-free Phone # boldLogoAddress & Web Site
Questions?
Next: USP