Scribd
Upload
49 views

How To Write Compelling Copy: Copywriting For Beginners

The document provides tips for writing compelling copy that converts readers into customers or prompts them to take action. It discusses the differences between content writing and copywriting, with the latter being more persuasive in nature. The document then lists seven tips for writing powerful copy: 1) use short, simple sentences, 2) use powerful words, 3) make headlines that pack a punch, 4) appeal to emotions, 5) use calls to action, 6) paint a picture using vivid descriptions, and 7) use a client template to cover brand details. It includes exercises for writing headlines for sample clients and combining images with headlines.

Uploaded by

HamonanganNasoetionSoetanOloan
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
49 views

How To Write Compelling Copy: Copywriting For Beginners

The document provides tips for writing compelling copy that converts readers into customers or prompts them to take action. It discusses the differences between content writing and copywriting, with the latter being more persuasive in nature. The document then lists seven tips for writing powerful copy: 1) use short, simple sentences, 2) use powerful words, 3) make headlines that pack a punch, 4) appeal to emotions, 5) use calls to action, 6) paint a picture using vivid descriptions, and 7) use a client template to cover brand details. It includes exercises for writing headlines for sample clients and combining images with headlines.

Uploaded by

HamonanganNasoetionSoetanOloan
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 38

COPYWRITING FOR BEGINNERS

How to Write
Compelling Copy
that Converts
PEARL DE GUZMAN
COPYWRITING FOR BEGINNERS

About Me
Pro Copywriter and SEO Specialist

5 years in the industry


Worked with agencies and
companies such as:
Shopee Philippines
Snaphunt
BlueTuskr
Preply
COPYWRITING FOR BEGINNERS

What is Copywriting?
Good copywriting can be used to: To create:
sell ideas Advertising campaigns
promote causes Write website content
prompt an action, and more. Catchphrases
Slogans
Write better email subject lines Captions
Emails
COPYWRITING FOR BEGINNERS

Content Writing Copywriting


Informative and educational Persuasion
content that helps readers Using words to convince
understand a particular topic people to take a particular
action

Used in: Shorter and more direct


Blog posts
How-to guides, and other types Make-or-break
of online content.
COPYWRITING FOR BEGINNERS

How to Write
Powerful
Copies

PEARL DE GUZMAN
COPYWRITING FOR BEGINNERS

01
Use short, simple sentences
COPYWRITING FOR BEGINNERS

01
Use short, simple sentences
COPYWRITING FOR BEGINNERS

Use powerful words


Go for strong, active words that pack a punch and really prompt
people to take action.

Use: Instead of:

02
buy purchase
get receive
discover check
learn study
find locate
COPYWRITING FOR BEGINNERS

02
COPYWRITING FOR BEGINNERS

02
COPYWRITING FOR BEGINNERS

03 Make headlines that


pack a punch
Keep it short and sweet
A good rule of thumb is to keep your
headlines under 12 words.

Make it clear and specific

Use strong language: Use active, persuasive


language to really grab people's attention.
COPYWRITING FOR BEGINNERS

03
COPYWRITING FOR BEGINNERS

03
COPYWRITING FOR BEGINNERS

Appeal to emotion
95% of purchase decisions are based on
emotions.

40% - 80% of purchases are based on impulse

04
decisions

Some examples of emotions you can


appeal to:
Thrill: "new," " improved," and
"exclusive"
COPYWRITING FOR BEGINNERS

Appeal to emotion
Some examples of emotions you can appeal to:
Fear: "danger," "risk," and "threat"
Greed: "discount," "sale," "free," and "cash"
Guilt: "do your part," "give back," and "help out"
Panic: "limited time offer," "while supplies last," and

04
"act now"
Curiosity: "secret," "revealed," and "find out how"
05
COPYWRITING FOR BEGINNERS

Use calls to action


A call to action (or CTA) is a statement that
tells people what you want them to do.
COPYWRITING FOR BEGINNERS

Use imperative words


Imperatives are verbs that give orders, instructions
or make requests.

Avoid using words like:

06
maybe many
perhaps some
could be
often
probably
COPYWRITING FOR BEGINNERS

Use imperative words


USE words like:
Click
Find out
Order now

06
Register
Join
Save
Sign up
COPYWRITING FOR BEGINNERS

07 Paint a picture
65% of people are visual learners

Use sensory words - sight, sound, touch, smell,


taste

Emphasize action words + use vivid


adjectives/imagery
Imagine
Picture
See
Wouldn't it be nice if...
COPYWRITING FOR BEGINNERS

07 Paint a picture
COPYWRITING FOR BEGINNERS

Client Template
Helps you cover all the basics
and all the necessary information
about the brand

About the Business


Their Target Customers
Brand Style and Tone of Voice
COPYWRITING FOR BEGINNERS

Client Template
COPYWRITING FOR BEGINNERS

Time to stretch your


creative muscles!

(Feel free to do any of the exercises.)

PEARL DE GUZMAN
COPYWRITING FOR BEGINNERS

Exercise #1

Let's get creative!


Pretend you're writing for an actual client.
Write your best headline for the following "clients."
COPYWRITING FOR BEGINNERS

Client #1
A website headline for a denim brand for Gen Z
COPYWRITING FOR BEGINNERS

Client #1
A website headline for a denim brand for Gen Z

“Bundles of bold & swanky jeans for the vibrant soul”


"Know yourself, know your jeans"
"All smiles in your own style"
COPYWRITING FOR BEGINNERS

Client #2
A Facebook Ad for a Japanese restaurant in the US
COPYWRITING FOR BEGINNERS

Client #2
A Facebook Ad for a Japanese restaurant in the US

"Making the finest, affordable Japanese cuisine"


"Taste of Japan CLOSER to YOU."
"The finest sushi roll for the soul"
COPYWRITING FOR BEGINNERS

Client #3
A headline for a new dating app
COPYWRITING FOR BEGINNERS

Client #3
A headline for a new dating app

"Love at the first swipe"


"You've got classmate, roommate and teammate. How
about a soulmate?"
"Grow your circle effortlessly in one click"
COPYWRITING FOR BEGINNERS

Exercise #2

2 PICS 1 HEADLINE
Use the given words and photos to formulate a headline.
And don't be afraid to be as creative as you can with the
context.
COPYWRITING FOR BEGINNERS

#1
local aroma quaint
COPYWRITING FOR BEGINNERS

#1
local aroma quaint

"Enjoy the aroma of freshly brewed local coffee at our


quaint corner lounge."
"Experience quaint coffee aroma and taste, brewed with
the finest local coffee beans."
"ENJOY LOCAL COFFEE AROMA IN A COZY QUAINT PLACE"
COPYWRITING FOR BEGINNERS

#2
revenue ad cash
COPYWRITING FOR BEGINNERS

#2
revenue ad cash

"Grow your revenue and keep your cash flow safe by this
ad tool planner."
"Giant revenue and smart ads worth your cash."
COPYWRITING FOR BEGINNERS

#3
slap silky mist
COPYWRITING FOR BEGINNERS

#3
slap silky mist

"IT’S GLOW TIME


3 easy steps to show your glow with us. Put our silky mask,
spray the mist after mask, then slap it softly, voila!"
"Bring out your silky and mist-like face with our slap-on
sheet mask."
COPYWRITING FOR BEGINNERS

Any Questions?
PEARL DE GUZMAN

You might also like