Transcript CH 1 Intro to Copywriting

CH 1:
Intro to Copywriting
“A copywriter is a salesperson
behind a typewriter.”
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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).
fHeadline & Visual
The promise that
gives the viewer a
reason to switch
brands.
Anatomy of an Ad
fHeadline & Visual
Here the headline
is also the
Positioning Line
fImage of Product
(Sometimes
appears below)
fTagline
fBody Copy
fHeadline
fSubheading
fImage of Product
fTagline
fSubheadings bold
fBody Copy
(w/ space between
paragraphs)
fToll-free Phone # bold
fLogo
fAddress & Web Site
Questions?
Next: USP