COPYWRITINGCOPYWRITING

Mr. Amit GargMr. Amit GargAssistant Professor,Assistant Professor,

Deptt. of Management Studies,Deptt. of Management Studies,Malout Institute of Management & Information Malout Institute of Management & Information

Technology, Malout - 152107Technology, Malout - 152107Distt. Muktsar (Punjab)Distt. Muktsar (Punjab)

84271-0500284271-05002Email: Email: amit.mimit@gmail.comamit.mimit@gmail.com

Copywrit ingCopywrit ing

Copywriting is the use of words to promote a person, Copywriting is the use of words to promote a person, business, opinion or idea. business, opinion or idea.

Broadly the whole ad is called a copy but specifically the Broadly the whole ad is called a copy but specifically the matter written in words is called copy.matter written in words is called copy.

The rest of the ad may have visual elements like The rest of the ad may have visual elements like photographs, pictures, illustrations, logos etc.photographs, pictures, illustrations, logos etc.

Those who write verbal messages are called Those who write verbal messages are called copywriters.copywriters.

The writing aims to achieve business objectives.The writing aims to achieve business objectives. Copywriting is a composite art that requires a Copywriting is a composite art that requires a

combination of linguistic ability & business sense.combination of linguistic ability & business sense.

Copywriters write copy and the associated headlines, Copywriters write copy and the associated headlines, slogans, base lines etc.slogans, base lines etc.

They also develop copy for TV, cinema commercial etc.They also develop copy for TV, cinema commercial etc. Here copy is the audio part that is co-ordinated with the Here copy is the audio part that is co-ordinated with the

video part.video part. They prepare drafts for press releases & promote other They prepare drafts for press releases & promote other

promotional materials like direct mailing & catalogues.promotional materials like direct mailing & catalogues.

Guidelines for copywritingGuidelines for copywriting

Let your personality shine through Let your personality shine through Have sound structure (and a purpose) Have sound structure (and a purpose) Know your audienceKnow your audience Hit on emotions, needs and desires Hit on emotions, needs and desires Be consistentBe consistent Use calls to action Use calls to action Be persuasiveBe persuasive Accent your strengths (your unique selling proposition )Accent your strengths (your unique selling proposition )

Copywriting for print mediaCopywriting for print media In print ads copywriters write all the words both of the In print ads copywriters write all the words both of the

headline & the body copy.headline & the body copy. Copy has three major components: headlines, body Copy has three major components: headlines, body

copy, & slogans.copy, & slogans. HEADLINES: generally it appears at the top of the copy. HEADLINES: generally it appears at the top of the copy.

Set in bolder & larger type than the rest of the copySet in bolder & larger type than the rest of the copy BODY COPY: it forms the main body of the ad apart BODY COPY: it forms the main body of the ad apart

from visual elements, headlines. Technical products and from visual elements, headlines. Technical products and new products may have a wordy copy. Narrative copy new products may have a wordy copy. Narrative copy uses a story. Straight line copy starts from where the uses a story. Straight line copy starts from where the headline has left off. Dialogue copy has conversation headline has left off. Dialogue copy has conversation between characters. between characters.

SLOGANS: it is a catchy sentence or a phrase which is SLOGANS: it is a catchy sentence or a phrase which is easy to remember. It is used by copywriters continuously easy to remember. It is used by copywriters continuously for the sake of establishing it.for the sake of establishing it.

Why necessary: slogans are direct, easily remembered.Why necessary: slogans are direct, easily remembered. Drawbacks: become outdated. Have become routine.Drawbacks: become outdated. Have become routine. Characteristics of a good slogan: simple & straight Characteristics of a good slogan: simple & straight

forward, carries some pleasing sales idea, conveys in forward, carries some pleasing sales idea, conveys in compact form, contains 7-8 words.compact form, contains 7-8 words.

Art of writing for radio: Art of writing for radio: Talk to people & never talk at peopleTalk to people & never talk at people Be pleasant & conversationalBe pleasant & conversational Be clear in the first time itself (listener can’t go back to Be clear in the first time itself (listener can’t go back to

message)message) Give vivid descriptionsGive vivid descriptions To the pointTo the point Stick to one selling point & repeat it several times a dayStick to one selling point & repeat it several times a day

Copywriting for radio, TV & outdoor mediaCopywriting for radio, TV & outdoor media

Broadcasting radio commercial spots: Broadcasting radio commercial spots: Contains words, music, sound effectsContains words, music, sound effects Creates mind pictures among listenersCreates mind pictures among listeners Influences listener’s imaginationInfluences listener’s imagination Context in which message will appear and audience that Context in which message will appear and audience that

it will cover should be taken special care of.it will cover should be taken special care of.

TV copywriting:TV copywriting: Scripting for TV commercial: screen output is important, Scripting for TV commercial: screen output is important,

rehearse the script, scripting & camera workrehearse the script, scripting & camera work Jingles for TV: catchy little tunes. Each jingle has to Jingles for TV: catchy little tunes. Each jingle has to

attend a little story with a beginning, middle & endattend a little story with a beginning, middle & end

Scripting TV commercials :useful tips;Scripting TV commercials :useful tips; Stick to one selling ideaStick to one selling idea Whenever possible show the product in useWhenever possible show the product in use Use more visuals & fewer wordsUse more visuals & fewer words Show the packageShow the package Visuals should be uncommon & uniqueVisuals should be uncommon & unique Use of product close upsUse of product close ups Opening with a surpriseOpening with a surprise

Use of metaphors: liril girl, lalita ji in surfUse of metaphors: liril girl, lalita ji in surf Repeat the ideaRepeat the idea Viewer’s involvementViewer’s involvement Make the product easy to rememberMake the product easy to remember JinglesJingles Make actors talkMake actors talk Use emotional approachUse emotional approach

Forms of TV commercials:Forms of TV commercials: Use of film genre (film like story)Use of film genre (film like story) Use of animalsUse of animals Music & soundMusic & sound Vignettes: main selling message woven around a series Vignettes: main selling message woven around a series

of basic situations. (M-Seal ad) of basic situations. (M-Seal ad) EndorsementEndorsement Anachronism: judicious use of historical or fictional Anachronism: judicious use of historical or fictional

figures (Akbar-bsnl ad)figures (Akbar-bsnl ad) Demonstration Demonstration

Humorous commercialsHumorous commercials Spoof advertising: business going cold means coca colaSpoof advertising: business going cold means coca cola SexSex Slice of life: real life problem & its solution through Slice of life: real life problem & its solution through

productproduct DramatizationDramatization

Copywriting for outdoor & transit commercials: Copywriting for outdoor & transit commercials: Essentials of a good poster: Essentials of a good poster: Short copyShort copy Human interest Human interest Single unique ideaSingle unique idea Straightforward messageStraightforward message Logo & packageLogo & package Visibility Visibility