COPYWRITING

The Art of Writing Ads

 The essence of copywriting
• Say it differently
• Say it memorably
• Ours is a official drink at Sharjah. (Coca cola)
• There is nothing official about it. (Pepsi)
• There is life after Sharjah.
• Madam, you are Adam.
• Our Graf is rising.
• It’s Nun of our business.
• Impossible is nothing
Technology may become more
sophisticated, but there is no
substitute for IDEAS, and these
can only be generated by the
human mind.
 For Copywriters two qualities are essential

• A good command of the language

• Imagination

FOR SALE FOR SALE

SMALL HOUSE VERY DESIRABLE RESIDENCE

 Basic Appeals
• Profit Motive - The desire for monetary
gain is one of the strongest of the appeals.
• Make Rs.1000/- a week extra in your
spare time.
• Why buy a blade that gives you fewer
shaves?
 Health
• By the time your baby is born, he’ll be
nine months old already.
(The ad line went on to speak of the
importance of protein in mummy’s diet.)
• Teeth don't die a natural death. you kill
them.
 Love/Sex
• When you care enough to send the very
best

• For that first magical moment when you

discover that he’s the one.

• How to light a new fire under an old

flame?
 Fear
• What will happen to you if a front tyre blows
when you are going 90?
• How women can remain young till they reach
60?
 Comfort
• Make your own roads
• Spoil yourself
• Just add Zen to your life
 Desire for new experience
• Discover the lost city Anthony gave to
Cleopatra
• The new flying machine
 Fun & Pleasure
• For extra fun…
Take more than one
• Now enjoy the luxury
Of your own private
Swimming pool
• "Congratulations on getting married! It's not
every day you decide to ruin your life!”
 AIDA Copy Formula
• For years, the A-I-D-A formula has been
the bible for the beginners of the
copywriting.
• A…Attention
• I…Interest
• D…Desire
• A…Action
 Few tips
• Speak their language
• Keep them guessing
• Offer immediate benefit
• Be innovative with language
• Tell the truth
• Talk about uniqueness
• Be ahead of the competitors
• Show them enough is enough
• Manipulate the numbers
 On Headlines
• Avoid obscure words
• Be Clear
• Headlines should complement the visual
• Be prolific in writing headlines
• Be imaginative
• Headline + Visual + Baseline reflect the
Proposition
• 90 per cent of the sales job is done through
HL/V/BL
• 10 per cent is done through body copy
 On Writing Body Copy
• Long opening sentences in the first paragraph are no-no
• Too many ‘ands’ and ‘buts’ are also no-no
• Work towards easy reading
• Avoid using all CAPS in headlines/subheads
• Use active verbs and pictorial nouns
• Be simple, crisp, clear
• Go slow with adverbs and adjectives
• Remember to work in rhythm and metre
• Never talk down to your prospects (the customer is not a
moron, she is you wife!)
• Stick by the right selling sequence
• Use the word ‘you’ often
• Mention the brand names often
 To Peggy- For marrying me in the first place…
For bringing up our children-while I mostly sat back and gave advice.
For 208 pairs of shocks you have darned.
For finding my umbrella and rubbers heaven knows how often!
For tying innumerable dress ties.
For being the family chauffeur, years on end.
For nevre getting sore at my always getting sore at your bridge playing.
For planning a thousand meals a year… and having them taken for granted.
For a constant tenderness I rarely notice but I am sure I couldn’t live without it.
For waiting a good watch ever so long…
And letting your slow moving husband
think he’d hit on it all by himself.
For just being you…Darling here’s your Hamilton with all my love!
Jim
• Headline: That rare
moment your wife
thinks you look better
than Shahrukh
• Bodycopy: Why wait to
tell her she's special.
Gift her a Sangini.
• Baseline: A Diamond Is
Forever.
 Headline:
Subhead:
Bodycopy: Priya's Mailbox
Fm: aftab@hotmail.com
To: priya@usa.net
Sub: Ten Reasons...

Ten Reasons Why A Scooty Is Better Than A Girlfriend...

>1. Holds your helmet. And doesn't crib about it.
>2. If you can't understand one, you can ask a mechanic.
>3. You can always trade it in for a newer model.
>4. It doesn't take an hour to bathe and dress.
>5. It's parents never yell when you drop it home at midnight.

>6. Lock it up and no sneaky guy'll ever manage to run off

with it.
>7. You never have to compliment it on its looks.
>8. One mood. All the time.
>9. Take the biggest speadbreaker in town at 55kmph. It
won't nag you.
>10. It'll be around next year.

see attachment

. Sleek Wraparound Headlights

. International Styling
. Rugged Front Suspension
. Exciting Colours
Baseline: First Love
 Matrimonial : Then & Now
• Wanted beautiful, educated, homely match
for maheshwari Doctor boy 32/172, tall,
handsome, friendly, vegetarian, Father
central Govt. Officer, mother House wife,
Younger brother studying abroad sister
married in reputed Family ONLY
maheshwari families with decent background
need apply. Others Please Excuse. Write Box.
No. NDBL 110007.
 Recent Trends

• Read V/F B'ful Prof. • Def Ofr's dgt 32/5'4"

qlfd girl for h'some plkg, hedud, wkg
IITIAN, ComSc, 27, top MNC, also good
5'7'' 151 lbs, C&D No at H/H Affairs. Seek
bar. ONLY H/S only MUM stld boy
family apply. Send Email-
BHP BOX MUM PGB@hotmail.com
117198k. Box-MUM 305707K.
MAGIC OF LANGUAGE : The acronyms are no longer
restricted to words or short phrases but can be sentence –
length. It is quite popular in ads, emails & sms.

• AYSOS ('Are you stupid or something'),

• CID ('Consider it done')
• CIO ('Check it out')
• GTG ('Got to go')
• WDYS (''What did you say?)
• MMYT ('Mail me your thoughts')
• SWDYT ('So what do you think'?)
• BCBC ('Beggars can't be Choosers')
• BTBT ('Been there, done that')
• YYSSW ('yeah, yeah, sure, sure,
whatever')
• HHOJ ('Ha, Ha, Only Joking').
• B4N ('Bye for Now'), CYL ('See you later'),
L8R ('Later'),
 Netlish
• All capitals for 'shouting' : I SAID NO
• Letter spacing for 'loud and clear' :
W H Y N O T WH Y N O T
• Word/phrase emphasis by asterisks :
the *real* answer
• Examples include repeated letters (aaaaahhhh,
oohhhh, hiiiiii, sooooory),
• repeated punctuations marks
(so what!!!!!!!, whohe??????, see what you
done????????)
 Linguistic deviations
• Phonological
• Graphological
• Grammatical