COPY WRITING

WRITING FOR PRINT

MEDIA
 GROUP MEMBERS
 PRIYANKA JETHWA -
 RASHISHARMA - 20
 RICHA SHAH - 16
 SNEHA SHAH - 17
 TORAL MISTRY -
 WHAT IS COPY WRITING??

 Copy is the textual element in advertising. In Print Ads

it consists of written words.
 Copy writing is considered the soul of advertising.
 Copy has the power to create an infinitely greater variety
of images, symbols than any other medium of
communication.
 The purpose of copy is to persuade by communicating
and hence it is the key that
opens the minds of the consumers.
 QUALITIES OF A GOOD COPY
WRITER

 Intelligence: It is believed that intelligence is influenced more by

environment than genes. It is necessary for any creative job.

 Imagination : It is difficult to teach a person to be imaginative.

Imagination is the ability of the mind to attain its potential power and
expand its brain power.

 Observation: It can be developed through desire and effort. We have to

train ourselves to observe the various details in our environment.

 Objectivity: Is the ability to see a situation from all the sides.

 Determination: Is the resolve that brings about action, while

persistence is the steady application of action towards a goal.
 Patience: It comes out of conviction and self confidence
which is usually the result of experience.

 Curiosity: Curiosity can become the backbone of the

search in human behavior. It is essential for an
advertising man to have interest in human nature.

 Self Confidence: Is the result of good work and makes it

possible for copy writers to attain greater success.
 Integrity: It is the core of a person’s personality. It is the
set of rules that an individual has accepted as his code of
conduct.

 Verbal Skills: Are a result of good vocabulary as well as

self confidence.

 Humility: It is important characteristic that ensures that

a copy writer constantly learning and never becomes
over confident.

 Empathy: It ensures that the copywriter can see the

proposition from the customers point of view.
 HOW TO WRITE AN EFFECTIVE COPY??

 Think through the objectives of the ads.

 Gather all the necessary facts about the product, the

prospects and the purchase transaction.
ELEMENTS OF COPY
WRITING
 HEADLINE

 The headline is the most important element in most ads.

The effective headline will tell what the product, service
or idea can do for the product. The headline helps the
reader to decide whether to the body copy.
 FUNCTIONS OF A HEADLINE:

• The headline is to attract the attention of customers.

• The headline allows the reader to sort out which ad is of

interest and which is not.

• A headline must be relevant to the illustration and tell

you something more about the contents of the body copy.

• Headlines provoke readers to read the body copy.

ESSENTIALS WHILE WRITING
HEADLINE
 Appeal to reader’s self interest.

 Try to inject news into the headline.

 Include the brand name in the headline as this will help

the headline to sell the product.

 Include USP of the brand in the headline.

 Headlines should arouse curiosity.

 DIFFERENT TYPES OF HEADLINES

 News style: The most common method of direct selling

in headline is the news approach. In this the copywriter
picks out the most outstanding feature and has to
communicate it with the use of minimum words.

 Direct Benefit: This is simply a statement of the most

important benefit offered by the product to the consumer.
E.g. Colgate sensitive

 Emotional : A common approach to headline writing is

to appeal directly to the emotions of the reader. E.g.
Dairy milk ad during Raksha bandhan.
 Directive and Command Headlines: This type of
headline is used when you wish to get immediate action
from your readers. Words such as “go now”, “don’t
wait”, “act while they last", are command phrases that
are used effectively in certain types of ads. E.g. ICICI
Prudential.

 Selective Headline: This headline appeals to a specific

target audience. E.g. Horlicks for women, Bournvita for
3-5yrs kids.

 Advice: Also called “how to” headline it gives readers

ideas on how to make their lives easier and more
comfortable. E.g. Durian furniture.
 Curiosity: This headline arouses curiosity about the product
or service that it is advertising.

 Gimmick: Sometimes to get attention a copywriter may use

an appeal that has no relationship with the product but is
effective in attracting the attention of readers.

 Slogan, Label, Company And Brand Name

 Positive v/s Negative Headline

 Question Headlines: It can directly address the reader and

involve the reader into a discussion that answer the question.
E.g. Complan ad
 OVER LINE

 Over line is also called a ‘lead-in’. It is placed above the

main headline and is usually in a smaller type.
 SUBHEADS

 A copywriter would like to tell some important facts to

the customers, but he cannot do it in the headline
because of less space. Such information is displayed in
smaller type than the headline, this is known as a
subhead.
 BODY COPY

 The body copy has to build on the headline promise and

convincingly support the promised benefit. The body, in
short, has to stimulate buying.

 A copywriter has to follow the two-step procedure while

writing a copy, that is:
(a) Think through the objectives of the ad
(b) Gather all the necessary facts about the product,
the prospects, and the purchase transactions.
 FUNCTIONS OF BODY COPY

 To elaborate the headline idea.

 To explain convincingly the reason why the product or

service should be bought, that is, the purpose of copy is
to persuade by communicating.

 Copy should also elaborate on the illustration. E.g.

Picture, Mascot.
 HOW TO WRITE EFFECTIVE BODY
COPY
 Make copy Interesting: A copywriter has to induce
consumers to read the copy. Using the “you” approach
that is looking at the copy from the point of view of the
reader is one way to increase consumer’s interest.

 Follow the Headline and Illustration: Copy direction

and flow will depend upon the headline and illustration.

 Make copy Believable: Believability is very important

in selling any kind of product.
 Copy should be specific and clear: It is more effective when
copywriters use specific, to-the-point claims.E.g. HP laptops

 Make copy simple: Using long words may be appropriate

while writing a piece of literature, but advertising copy has to
be simple and easy to understand. When you write your copy
say to yourself "will this understood by my barber or by the
mechanic who fixes the car??

 Copy should be Concise: Though it is not essential to write

short copy to be effective, even long copy can be effective if it
presents several different selling points in a concise manner.
 Involve the reader to make him experience the
product: An excellent approach to copywriting is to
describe what happens when the consumer uses the
product. Using words and pictures, the copywriter allows
the reader to enjoy the product even before he purchase
it. E.g. Amul ice-cream.

 Use active words that brighten the advertisement: To

make the language interesting, the copywriter must use
short rather than long words or dynamic words.
 Have a surprise element that makes readers sit up
and notice the ad: Copy that is predictable becomes
boring and it is therefore it is necessary to introduce an
element of surprise whenever possible.

 The copy should be persuasive and attempt to close

the sale: Like an effective salesmen, the copy has to
finally sell the product. The closing of the copy must
provoke consumers to act.
 TYPES OF COPY

 Straight line copy : straight line or factual copy is one

of the most popular types. This approach is useful when
you have something definite to say that consumers are
interested in reading.

 Teaser copy : While introducing a new product or

service advertisers sometimes use a technique known
teaser copy. E.g. Surf Excel White wash
 Testimonial copy: In testimonial advertising, a satisfied
user of the product or service acts as a sales person for
the advertiser. E.g. Ponds Age Miracle ad

 Narrative copy: This is a story type of technique. It

positions the product within a story or some important
situation.
 Dialogue/Monologue copy: This is a copy style in
which the characters illustrated in your ad to do their
selling in their own words. The copy uses blurbs to
communicate the message. E.g. Airwick

 Mood copy: This copy appeals only to the emotions. It

never uses rational appeals and it provides no facts,
information and reason why. E.g. Cosmetics, perfumes
 Reason why copy: This copy uses a rational appeal. It
tells you precisely what the product offers and gives you
reasons why to buy the product. E.g. Godrej hairdye

 Announcement copy: Several ads simple

announcements of an event or the arrival of a product.
 Humorous copy: Humour is an effective selling tool
especially on television. Humour combined with interest
can provoke an effective response. E.g.Happydent

 Institutional copy: Institutional ads promote the

reputation of the institution.
E.g. GNIIT ad
 Reminder copy: Reminder advertising is used for
established well known brands. It does not attempts to
sell the product but to remind the consumers of the
products. E.g. Amul butter

 Picture and caption copy: In this a series of pictures are

used with the captions communicating the sales message.
It is like a story of a comic format which involves the
reader and has high visibility.
 Contests copy: Sweep stakes and contest copy in which
several prices are offered are becoming very popular in
recent times E.g. Vijay sales

 Prestige copy: In this type of copy the products is

placed in a prestigious setting and is presented as a high
value status symbol. E.g. Porsche car
 CAPTIONS

 Captions do form part of copy text.

 Captions are small sentences that seem to come out the

mouth of the people shown in the ads.
 ESSENTIALS OF CAPTION

 It should be Concise, Simple, Specific, Personal, Clear.

 Make it Believable, Interesting, Persuasive.

 SIGNATURES

 This is the final message in the ad that lends credibility

to the ad.

 A signature tells you who makes the product that is

advertised.
 LOGOTYPE

 When advertisement dose not carry the company’s name,

its “signature” is usually the product’s name.
 SLOGANS

 A slogan a small attractive phrase used in the ad to sum

up the advertising message in a few words.

 Ideally the slogans should be short.

 The words must be simple, clear and easy

to remember.
 BASIS FOR WRITING A SLOGANS

Slogans can be used to build trust and confidence. E.g.

‘The name you can trust’
-MAFATLAL.

 Slogans to guard against substitutes. E.g. ‘When its

Philips, you can be sure.’

 Slogans emphasizing sales of the product. E.g. ‘India’s

largest selling soft drink concentrate’-RASNA.
 Slogans expressing love and affection. E.g. ‘A gift for
someone you love’- AMUL CHOCOLATES.

 Slogans expressing joy and happiness. E.g. ‘Happy days

are here again.’- THUMPS UP

Slogans emphasizing the choice of specific class.

E.g. ‘The choice of new generation.’- PEPSI
 Slogans emphasizing the comfort and convenience. E.g.
‘Let your skin talk.’- KAYA SKIN CLINIC

 Slogans based on pride and possession. E.g.

 Slogans emphasizing name of the brand.

E.g. ‘Only VIMAL.’
 FUNCTIONS OF SLOGAN
 Aided memory recall: It should be easy and pleasant to
remember. E.g. ‘I LOVE YOU RASNA.’

 To describe the use of a product.

 To suggest the products special advantage or unique

benefit. E.g. ‘On time, every time.’- DHL

 To suggest increased use or frequency of use.

 To stress the quality of the product. E.g. ‘The taste of
India.’-AMUL

 To build name and goodwill of the company. E.g. ‘The

world’s favorite airline.’- BRITISH AIRWAYS.

 To stress market leadership.

 To emphasize international standards. E.g. ‘World

champion lubricants’- CASTROL
THANK YOU