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    Copywriting Is Selling in Print: "If He Isn't A Salesman, He Can't Write

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    Rohit Kumar
    Copywriting is about using words to sell a product or service. Effective copywriting focuses on communicating the key benefits to the target audience in a way that makes them want to take action. It should address customer concerns, use the customer's language and perspective, and translate product features into meaningful benefits. The goal is to get the reader to respond to the offer without drawing attention to the writing itself.

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    Copywriting Is Selling in Print: "If He Isn't A Salesman, He Can't Write

    Uploaded by

    Rohit Kumar
    135 views20 pages
    Copywriting is about using words to sell a product or service. Effective copywriting focuses on communicating the key benefits to the target audience in a way that makes them want to take action. It should address customer concerns, use the customer's language and perspective, and translate product features into meaningful benefits. The goal is to get the reader to respond to the offer without drawing attention to the writing itself.

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    Original Title

    Copywriting basics

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    Copywriting is about using words to sell a product or service. Effective copywriting focuses on communicating the key benefits to the target audience in a way that makes them want to take action. It should address customer concerns, use the customer's language and perspective, and translate product features into meaningful benefits. The goal is to get the reader to respond to the offer without drawing attention to the writing itself.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    135 views20 pages

    Copywriting Is Selling in Print: "If He Isn't A Salesman, He Can't Write

    Uploaded by

    Rohit Kumar
    Copywriting is about using words to sell a product or service. Effective copywriting focuses on communicating the key benefits to the target audience in a way that makes them want to take action. It should address customer concerns, use the customer's language and perspective, and translate product features into meaningful benefits. The goal is to get the reader to respond to the offer without drawing attention to the writing itself.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 20
    At a glance
    Powered by AI
    Some of the key takeaways are that copywriting is about selling with words by presenting information in a way that causes the reader to respond. Effective copy sells products or helps people understand the message. A copywriter must understand customer benefits and address their concerns.

    The main components of a creative plan are the message elements that will be used in advertising copy. It specifies what will be said, shown, and how it will be communicated.

    Some common copywriting formulas used to structure copy are AIDA (Attention, Interest, Desire, Action), PPPP (Picture, Promise, Prove, Push), and PAPA (Promise, Amplify, Prove, Action). These provide a framework to engage the reader and incite a desired action.

    Copywriting is

    Selling In Print

    “If he isn’t a salesman, he can’t write


    selling copy.
    If he isn’t a writer, he can’t be a
    salesman in print.”

    1
    The Creative Team
    Copywriter
    Copywriter Art
    Art Director

    Creative Team

    Creative Concept
    2
    Copywriting and the
    Creative Plan
    Copywriting is A creative plan is
    the process of the guideline that
    expressing the specifies the
    value and message
    benefits a brand elements of
    has to offer advertising copy

    3
    What is Copywriting?
    "Copywriting is selling with words,
    the art of presenting written material,
    either advertisements or detailed
    information, in such a way as to cause
    the reader to respond to the writer´s
    offer."

    4
    Copy is the textual element in the
    copy writing.
    In print advertisement it consist of
    written words.
    while in broadcast ads it consists
    of the script or the story book.

    5
    Copy has the power to create
    infinitely greater variety of
    images, symbols and associations
    than any other medium of
    communication.

    6
    The purpose of the copy is to
    persuade by communicating and
    therefore copy is the key that
    opens the minds of the consumers.
    If it is effective it will make a
    place for the product in the minds
    of the consumer.

    7
    David Ogilvy writes in the
    ‘Confessions of an Advertising
    man’, a good advertisement is one
    which sells that product without
    drawing attention to itself. It
    should focus the reader’s attention
    on the product.
    8
    Instead of saying “ what a clever
    advertisement,” the reader says, “
    I never knew that before, I must
    try this product”.
    Copy writing is not a matter of
    only inspiration, although
    inspiration is important.
    9
    Copy writing is more a matter of
    knowledge, skill and disciplined
    work.
    It is not necessarily glamorous,
    although the copy writer must be
    exited about his job.
    .

    10
    Effective copy is one that sells
    goods or make people accept
    and understand the written
    message

    11
    Translate Your Product Features Into
    Customer Benefits
    What features of your products and
    services deliver benefits (to your
    target market) that are perceived as
    desirably different from similar offers
    made by your competitors?
    Focus on: Key Factors of Success
    12
    Message Strategy
    Copy Platform
    What are you going to say and
    how are you going to say it?
    Art Direction
    What are you going to show and
    how are you going to show it?
    Production Values
    What are you going to create and
    how are you going to create it?
    13
    Package Your Prose
    Address your Customer’s
    concerns
    Speak your Customer’s
    language
    Use your Customer’s
    language style
    14
    1. What will you do for me if I read
    your copy?
    2. How are you going to do this?
    3. Who is responsible for this
    promise?
    4. Who have you done this for?
    5. What will it cost me?

    15
    1. Lead with your most important benefit.
    2. Enlarge upon this benefit.
    3. Tell specifically what the reader will
    get.
    4. Give proofs and endorsements.
    5. Tell what might be lost if no action is
    taken.
    6. Rephrase prominent benefits.
    7. Incite action now.
    16
    Copy Formulas
    AIDA
    Attention, Interest, Desire, Action
    P.P.P.P.
    Picture, Promise, Prove, Push
    PAPA
    Promise, Amplify, Prove, Action 17
    Copy Pitfalls
    1. Me, me, me… I, I, I
    2. Features (not benefits) featured
    3. Negative copy
    4. Boring Copy
    5. Vague copy
    18
    Inhibitors of Creativity
    Ethnocentric Attitudes “My way
    is the only right way.”
    Self-Reference Criteria “Everyone’s
    preferences are exactly the same as mine.”
    Creativity by Committee “There is
    safety in numbers. Two heads are better
    than one. 10,000 creative directors can’t be
    wrong.”

    19
    No
    No headline,
    headline, no
    no subhead,
    subhead, no no body
    body
    copy—does
    copy—does this
    this ad
    ad still
    still work?
    work?

    20

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