Title: Copywriting
1copywriting
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2Definition
- Copywriting is the art and science of writing
words to promote a product, a business, a person
or an idea and carefully selecting, editing,
weaving and constructing those words in a way
that theyll persuade the reader into taking a
specific and measurable action. - This action can be subscribing to a newsletter,
calling the phone number on screen, clicking a
link, sending an e-mail to their friends, etc.
Any of those actions will be used, in turn, to
advance the sale further.
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3Web copywriting vs. Web content
- Web content is an umbrella term. It is any
content created for the we. Web content seeks to
inform, communicate and entertain. - Web copywriting is a specialized form of
writing which primarily seeks to communicate a
sales message.
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4Where is Copywriting Used?
- Copywriting is used to boost the effectiveness of
- Banner ads and graphics
- Off-line marketing
- PPC ads and classifieds
- Sales letters and direct response marketing
- E-mail marketing
- Social marketing and blogging
- Audio and video
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5Before You Start to Write the Copy
- Understand your target audience
- Know the product/service you are selling
- Be aware of your brands USP
- Low on the fluff and focus on relevance
- For web copywriting..
- Keep the copy succinct. Remember that web users
are busy, no-nonsense people who will rarely have
time and patience to go through a wordy copy.
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6Writing the Copy The Headline
- Direct Statement Headline
- -The best chocolate cake you ever ate (Ladies
Home Journal) - Question Headline
- -Who else wants to know how to drive massive
traffic to their website? - How to headline
- -How to promote your website for maximum response
- Command headline
- -This is your window of opportunity. Open it.
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7- Implicit Benefit Headline
- -5 sure-fire ways to sell your products on e-Bay
- The Deep Discount Headline
- -Get 12DVDs for just 5
- The Reasons Why Headline
- -Here are 7 Hard Hitting Reasons to Visit Our
Website This Week - The short, punchy headline
- - What if
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8Writing the Copy The Right Approach
- Gain the attention of the reader
- -E.g. What do Japanese managers have that
American managers lack? - Focus on the customer.
- Dont underestimate your customers. They will not
be impressed by bells and whistles. They want to
know what is in for them if they were to spend
time reading your copy.
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9- Stress benefits
- -E.g. save money, save time, look better, feel
better. - -Say you are selling a .tech product. Instead of
just saying that it offers increased capacity
stress which feature(s) allows such an increase. - Differentiate yourself from the competition
- -E.g. Cereal X stays crisp in milk.
- -E.g. 1000 chips in every bag of chocolate
chip cookies. - Establish credibility
- -Testimonials, case histories build credibility
and add value to your offering.
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10- Close with a call to action
- -Compelling your prospect to take the necessary
action is the ultimate aim. End your copy with a
call to action. (E.g. Contact us now at, trial
our product by filling this form, book a ticket
now by calling this number.)
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11Involving the Prospect
- The best copywriting is the one that gets the
prospect involved. To achieve that involvement,
you need to write in a conversational style the
more friendly and approachable, the better it
will be. Your copy should have the word you at
least twice as much as the words I, us or
we. -
- Using contractions like dont instead of do
not or youll instead of you will, can make
your copy feel warmer like one person talks to
another. It feels that way because thats how
people talk.
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12- A colloquialism is an informal way of saying
things, whether its a word or a phrase that
people use while talking. Using colloquialisms,
youll draw your reader closer to you, and youll
sound more familiar and personal. However, be
careful only use colloquialisms that are anyone
can understand else you risk distracting your
readers. Heres a few of them -
- Say cash or dough, instead of money.
- Say bummed, instead of depressed.
- Say Blown away, instead of very impressed.
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