Post on 07-Apr-2018
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opy yaan
By:Jagdish LakhaniJuniorCopywriter:Cognito In ia
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CopyGyaan isaconsolidateddocumentthroughthefollowingbooks
1. HeyWhippleSqueezeThis
2. ConfessionsofanAdvertisingMan
3. Gabays copywritersCompendium
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Inordertounderstandtheartofcopywritingthroughallthedataavailablethroughvariousbooks.
Inordertobreaksomemythsaboutcopywritingwhichpeopleblatantlyfollow.
Inordertopracticetheartofcopywritingina Inordertolearnmorefacetstotheartof
.
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UnderstandthisThumbRuleFirst
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CopywritingisnotWordPlay.
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Itisadisciplinedart
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reallygoodadvertisements
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breakthem
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Makeanadvertisementwhichsatisfiesyour
yourtargetmarket.Rememberthattheclients
advertisementsforyourselfishinterestbutfor
marketsinterest.
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Brandyourproduct
accordingtovarious
situations
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SOCIALEVILS
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SEASONALSALE
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situations
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advertisementthatyouarecreating.It
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ow. on e .
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TakealookatthisTVC
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.
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Agreati eaisa ways.a ways
SIMPLE.
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Imaginethebuyingprocess.Thinkofyourself
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Asacopywriter:Controlthepressure.Dontletitcontrolyou.
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Explorethefeelingsthatyouhaveabouttheproduct.
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Workonintuitiveaspects.Trustyourintuition
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.
productinsuchawaythattheclientgets
.
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:
roomandworksomewhereelse
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JustSometimes;)
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Ifyouareworkingonaproduct,dothe
tourofyourclientsofficeand
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Travel,meetnewpeople,beat
differentsituationsandunderstand
.
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.
that
comes
your
way
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Simplycheckingtheboxesacrosseverypossible
out.Eachpieceofcreativeshouldstandonits
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Bepatient.
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advertisements
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Thinkvisually.
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Describeyourradioadvertisementina
sin ularsentence.
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Avoidirritatingnoisesinyouradvertisement.
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Alwaysproduceonemoreradiospotthenyourneed.
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Dontbefunnyandslapstick,beinteresting.
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HowtoPresentWork
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,
C.E.O.
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Learntheclientscorporateculture.
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Practicegivingapresentation.
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Aclientwillalteryourdraftnomatterwhat.
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waysgo oraspec c pro uct av nga
specificneedandnothingmorethanthat.
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Trouble
and
conflict
are
always
revolting.
You
neversto atahi hwa ousto whenthere
isahighwayaccident.Soalwayscreatea
resentationwherethetar etaudiencewouldwanttostopatyourwork.
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,
cannotbangthecustomersheadwithfacts.
thecompanyforwhichtheadvertisementhas
thefacts.
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Evenifyourworkiskilled,produceit.
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Iftheclientwantstomakeanychangesthatletthemdoit.If
yourcorei eaissa ean i yourcorei eaisintact,t enyou
areagenius.
Dotonsofresearchforthebrand
a youarewor ngupon.
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acceptingthattheymightberight.Afterall,theyno
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Thoughtsbeforereallywantingto
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Yourport o ioiseveryt ing.
Here are some websites through which
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Herearesomewebsitesthroughwhich
youcanmakeyourportfolio
Behance.net
Blurbfolio.com
.
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Havingonewrittenlongcopyisveryimportant
foryourportfolio.
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goodadvertisements
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,
writinginyouradvertisements.
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Okaynowletscometothemost
importantaspecto A vertising
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.
Therearenofixedincomelevelsforcopywriters.
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oum g t eun erpa t e rst a o yourcareer,
whileoverpaidthenexthalf
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e o ce syours.
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a g vy aysa ou ver s ng
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HowtoBuildGreatCampaignsfor
GreatClients
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ButBeforethat,letmeintroducetoa
personw o saparto yourevery ay
li e
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Thisisonlyformarriedmen
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.
intelligencebyputtingstupidfactsaboutyour
.
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youlietotheconsumer?
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I youare oo ingt ecustomer
then..
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tothroughawayyourproductsoutof
theirlives
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Agreatpieceofadvertisingwouldbeonethatthegeneralpublicandtheclientwouldliketoknowabout.
advertisement.
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ontheassumptionthatyourclientswanttostayinbusinessforever.Youhavetocreateadvertisements
.
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is..
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man
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aproductwithoutdrawingany
attentiontowar sit.
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or xamp e
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.
Youvegottobecreativeaswellaspresentable.
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m a o nm g e es nceres orm
ofplagiarism,butitisalsothemarkof
aninferioradvertisingperson.
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HowtoWritePotentCopy
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na vert sements ou easa esp tc oryour
product.
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Write ourbod co lan ua ekee in inmind
theintelligencelevelofyourtargetaudience.
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THEHEADLINE
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Herearetwoco ieso thesame
advertisement.Whichoneattracted
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nemoreexamp e
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headline.Somakesurethatyourheadlineisimpactful
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Achangeinheadlinescanmakea
.
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vet mesasmanypeop erea t e ea ne
ratherthenthebodycopy.
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continuereading..
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Thereisauniversalbeliefthatpeoplewontwritelongbody
copy.Itswrong.Themoreyoutell,themoreyousell.Just
avea oo a enexpage
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Writeabodycopythinkingthatyouaretalkingwitha
womanatapartyandsheisasking,Iamthinkingof
buyinganewcar,whatwouldyourecommend?
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Bodycopyshouldbeaslongaswhattheproductrequires
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campa gnsnee s e a e o ycopy,
thenexecutethesame
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theadvertisingofachewinggum
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ema ngana ver semen , eep nm n e
targetaudience.Createanadvertisementkeepingin
prospectivereadersofyouradvertisement.
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HowtoI ustrateA vertisementsan
Posters Billboards
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n everse e
WhitecopyinBlack
Back round
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Substanceismoreimportancethentheform
oftheillustration
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Theamountofcopyonbillboardscan
bedeterminedbythedensityoftraffic
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Anexample
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epass ngmo or s oesno ave me oreadposters.Socreateanadvertisementthat
,
effectivecopywithagreatimage
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Illustrationsworkashardaswords
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.
reallifeincidentsthatcanbeusedtosellyour
,
advertisement
CAPITALLETTERS
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.
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HowtoRisetothetopofthetree
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Yous ou eam itious utnot
nakedl a ressive.
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Noadvertisementcaneverbecreatedbya
.
createdbyacombinationofacopywriterand
.
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ndFinally
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WORK
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REALLY
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REALLY
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