Basics Advertising: Copywriting: The Creative Process of by Rob Bowdery

By Rob Bowdery

Study the paintings of conceptual copywriting from a grasp * Concentrates at the copywriter-client courting * contains workouts and case reviews of a few of the easiest advert campaigns from worldwide fundamentals ads: Copywriting explores the act of copywriting and the function of the copywriter within the ads technique. targeting the necessity to imagine either verbally and visually, writer Rob Bowdery unearths the secrets and techniques of conceptual copywriting and explains how pictures are conveyed such a lot successfully with a mixture of phrases and pictures. issues contain how you can generate principles, increase language talents, and create compelling replica. A gallery of ads from world wide bargains a round-up of the easiest and brightest, highlighting the expanding dominance of English because the foreign language of trade and advertising. How zen is that this? reproduction to promote copywriting!

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Extra resources for Basics Advertising: Copywriting: The Creative Process of Writing Text for Advertisements or Publicity Material

Sample text

Understanding your product You’re then left with an advert that’s a dry account of technical features, and you’ve missed a major opportunity. After all, one practical way to inject more emotion into your advertising is to take a product’s features and turn them into benefits. Having said that, I suppose I’d better try and show you what I mean. An example of this might be a particularly efficient breaking system in a family car. Of course, you could talk about the vehicle’s ‘efficient disc brakes complete with automatic anti-lock braking system (ABS)’ – or you could describe a dramatic situation where a child has run out into the street: ‘Drive another car – and you won’t stop until it’s too late’.

It tends to be a distraction or an interruption to whatever else they happen to be doing. A billboard by the side of the road, a TV commercial disrupting a favourite TV soap, an irritating pop-up on a website, a full-page ad in the middle of an interesting magazine article. Unless you can convince them that your message is both entertaining and relevant, they’re going to drive right past, go off and make a cup of tea, click their mouse, or simply turn the page. Mastering the language No one is going to be interested in your product or your advert unless they feel it addresses them directly, is relevant to their needs, entertains them – and ideally offers them a significant benefit that will improve their lives in some large or small way.

Knowing your audience In this example, I don’t think the writer sat down with a complex demographic breakdown of his audience and then focussed all his attention on one woman he happened to know, who he thought matched the planner’s profile most closely. So, the good news for copywriters is that we don’t have to get bogged down in the finer details of who makes up our audience. For instance, it’s usually enough to know that we’re talking to parents who require nappies for their babies or car drivers who might benefit from an improved screenwash, or whatever.

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