Copywriting Part 1

COPYWRITING PART 1

Burhani College – T.Y.B.M.M. – Sem V
(2011 – 12)

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WHAT IS ADVERTISING?

In the good old days, much before the advent of radio, television or internet, ‘Advertising’ was defined as ‘salesmanship in print’. Advertising has evolved since then … and how!

Today, print is just one of the various mediums used to advertise a brand. While the above definition may seem too archaic, part of it, which emphasizes the ‘salesmanship’ aspect, still holds true. After all, the main objective – and it would be no exaggeration to state that the sole objective – of advertising can still be summed up in two words – ‘to sell’. Now, it may be to sell a product (like car, soap, shampoo, noodles, etc.) or a service (like couriers, airlines, classes, etc) or an idea (like Lead India Movement, Donate Blood, Family Planning, Vote for XYZ, etc.)

So, whether it is through print, television, radio, outdoors, direct mailers, e-mailers or ambient media, the main objective of advertising or promoting a brand is ‘to sell’.

Hence, advertising can now be defined as ‘a form of mass communication used to persuade an audience (viewers, readers or listeners) to buy a particular product, service or idea. If ‘persuasion’ or ‘sale’ doesn’t happen, then copywriting has not done its job.

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“Advertising is salesmanship mass produced. No one would bother to use advertising if he could talk to all his prospects face-to-face. But he can't.”
– Morris Hite.

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THE STRUCTURE OF AN AD AGENCY:

Broadly there are 6 specialised departments in any advertising agency, apart from the HR, and Finance Departments

Client Servicing
Account Planning
Media Planning
Creative Department
Studio
Production

CLIENT SERVICING

The Client Servicing department is essentially the link between the clients and the rest of the ad agency. The job of a client servicing executive (also known as ‘account executive’) requires high degree of diplomacy and tact as misunderstanding may lead to loss of an account. The main task of the account executive is to get a brief from the client and then ensure that the creative team produces the advertising to the client’s satisfaction. The account executive then gets the ad campaign, the media schedules, budgets, etc approved from the client.

ACCOUNT PLANNING

The Account Planning Department is responsible for doing a realistic SWOT (Strengths, Weaknesses, Opportunities & Threats) analysis of the given brand and its competitors. For this, they also conduct research among consumers and prospects with a view to get important consumer insights* which may help in the creation of the campaign.

*also read ‘Importance of Consumer Insights’ and ‘How to develop an ear for consumer’.

MEDIA DEPARTMENT

The responsibility of the agency’s media department is to develop a media plan to reach the target audience effectively in a cost effective manner. This is one of the most important decisions since a significantly large part of the client’s money is spent on the media time and/or space.

CREATIVE DEPARTMENT

To a large extent, the success of an ad agency depends upon the Creative Department, which is responsible for the creation and execution of ad campaigns. The Creative Department is headed by the Creative Director and is bifurcated into two departments – Copy and Art.

The Copy Department is headed by the Copy Supervisor with a team of senior and junior copywriters and proof readers reporting to him. The Art Department is headed by the Art Director with a team of junior art directors and junior and senior visualisers & graphic designers, reporting to him.

The Copy Supervisor and Art Director in turn report to the Creative Director.

STUDIO

After an ad campaign is approved, the files are sent to the Studio where a team of graphic designers and touch-up artists make the final artwork.

PRODUCTION DEPARTMENT

The Production Department is responsible for hiring printers, photographers, translators, stall designers and fabricators and others required to execute the finished campaign idea.

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WHAT IS COPYWRITING?

Copywriting is a form of creative writing, wherein the writer weaves words to express the benefits of a product, service or idea in such a way as to entice the reader, viewer or listener ‘to buy’ it.

However, it should be noted that while ‘copywriting’ is about ‘creative writing’, more than just writing, it is about ‘ideating’. Because an ad is more about the ‘idea’ than the ‘words’ used to express the same.

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“Good advertising does not just circulate information.
It penetrates the public mind with desires and belief.” – Leo Burnett.
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Copywriters are a completely different breed compared to other writers, because the ‘copy’ they write is not an end in itself. Unlike writing a novel, film, poem, lyrics, article or a blog, copy written for a brand is not meant to entertain, tell a story or report news. Though advertising copy also starts out with the same goals as the other forms of writing i.e. to grab and hold people’s attention; the main difference lies in the final goal of advertising copy – i.e. to ‘persuade’ and finally, ‘to sell’ a product (like car, soap, shampoo, noodles, etc.), a service (couriers, airline, classes, etc) or an idea (Lead India Movement, Donate blood, Family planning, vote for XYZ party, etc.) to the target audience. If ‘persuasion’ or ‘sale’ doesn’t happen, then copywriting has not done its job.

In short, copywriting is all about combining the power of imagination with the power of words to produce communication that is powerful enough to convince the reader, viewer or listener to buy a product, service or idea.

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WHO IS A COPYWRITER? EXPLAIN HIS ROLE / RESPONSIBILITY.

A copywriter is a creative writer who weaves words to express the benefits of a product, service or idea in such a way as to entice and persuade the reader, viewer or listener to buy it.

The copywriter arguably plays the most important role in the creative department of an ad agency. It is the copywriter who writes the tagline that not only captures the essence of a brand, but also acts as the plank on which the entire ad campaign for the brand is based.

Creative slogans and jingles on which entire campaign ideas have been based like ‘Youngistan ka wow!’ (PEPSI), ‘Darr ke aagey jeet hain!’ (MOUNTAIN DEW), ‘Hum mein hain hero!’ (Hero Motocorp Ltd.) and ‘Har ek friend zaroori hota hain!’ (Airtel) have been written by copywriters. The copywriter is responsible not just for writing slogans or taglines, but to ideate and write for a host of things including:

Scripts & jingles for radio spots & TVCs (Television commercials)
Short, creative copy, including Headline, sub-headline, body copy and captions for Print Ads, Hoardings, posters, etc.
Long, detailed copy for brochures, leaflets, etc.
Copy for BTL promotions including emailers, direct mailers, etc.
Content for websites, etc.

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“A copywriter, like a lawyer, builds cases for clients by selecting truths (about the brand) that are positive and omitting the ones that are negative.” – Paul Silverman.
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Copywriters are a completely different breed than most writers because the copy they write is not an end in itself. Unlike writing a novel, film, lyrics, article or a blog, copy written for an ad is not meant to entertain, tell a story or report news. Though advertising copy also starts out with the same goals as other forms of writing i.e. to grab and hold people’s attention; the main difference lies in the final goal of copy – i.e. to ‘persuade’ and finally, ‘to sell’ a product (like car, soap, shampoo, noodles, etc.), a service (couriers, airline, classes, etc) or an idea (Lead India Movement, Donate blood, Family planning, vote for XYZ party, etc.). If ‘persuasion’ or ‘sale’ doesn’t happen, then copywriting has not done its job.

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ATTRIBUTES / TRAITS OF A GOOD COPYWRITER

Copywriting is all about combining the ‘power of imagination’ and the ‘power of words’ to produce communication that is ‘powerful’ enough to convince the reader, viewer or listener to buy a product, service or idea.

Since copywriting is essentially about ‘creative writing’, the two essential qualities of a good copywriter are:

CREATIVITY: A copywriter has to be creative enough to able to see things from different perspectives and come up with fresh, original ideas that no other brand has done before, especially rival brands in the same category.
FLAIR FOR WRITING: A copywriter should have a flair for writing. He should be comfortable writing both long and short copy.
GOOD COMMAND OVER LANGUAGE(S): A copywriter has to have a good command over the language, especially English and Hindi with a vast vocabulary, impeccable grammar and spellings. Knowledge of regional languages, dialects and lingos may be an added advantage.
GOOD LEVEL OF UNDERSTANDING: A copywriter must be able to comprehend things – especially new subjects quickly and thoroughly. The quality of ads depends much on the understanding of the product and the ‘brief’.
VERSATILITY: A copywriter has to be versatile. He should be equally comfortable writing creative scripts and jingles for TVCs & radio spots; pithy, smart copy for print ads, hoardings, posters and long, informative copy for brochures, leaflets, website, etc.
EYE FOR DETAIL: A copywriter should be sharp enough to spot copy errors. There should be no spelling or grammatical errors in the copy.
GOOD SENSE OF HUMOUR: The role of humour in advertising can never be overstated. But, to be able to write humorous ads or TVCs, the copywriter himself should have a good sense of humour.
A WEALTH OF KNOWLEDGE, EXPERIENCES AND OBSERVATIONS: Ideas come from one’s own reservoir of knowledge, experiences and observations. Eg. for Vodafone, the idea of associating the line “Wherever you go our network follows” with a child and a pug-dog, came from the observation that a pet dog always follows his master, wherever he goes.
The more additions a copywriter makes to his wealth of knowledge, experiences and observations about different situations, people, places, things and relationships, the easier it gets for him to come up with that big idea. Hence, a good copywriter should be a voracious reader, an avid traveler, a film buff, a music lover, a sports freak and should have many hobbies and interests.
Inquisitiveness and curiosity: A copywriter should be inquisitive about the brands he is asked to work on. He should ask many questions to be in a position to know the whats, hows, whys and wheres of the product or service. As Einstein once said, “To raise new questions, new possibilities, to regard old problems from a new angle requires creative imagination.”

Team man: They say, a writer’s job is a lonely man’s job, but a copywriter’s job isn’t. At some point of time, the copywriter has to share his ideas with his art partner who will after all give shape to the idea in terms of a layout. Then, he has to share the idea with the Creative Director, then the Client Servicing Team and finally with the client.

Time management: Advertising is all about coming up with good ideas in good time. Along with his art partner, he should be able to come up with great ads or campaigns within the given deadline.

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PRINCIPLES OF COPYWRITING

1. Say something different OR say the same thing differently.

Today, every space a brand occupies is cluttered – whether it is ‘shelf space’, ‘media space’ or the ‘consumer’s mind’. There are 2 ways to make a brand stand out in the clutter.

(i) Say something different: Highlight the USP of the brand. Example: Tata Docomo’s campaign highlighted a unique offering – per second billing, something no other brand was offering at that time.

(ii) Say the same thing differently: For a brand with no functional difference, say the same thing differently. Example: Vodafone highlighted its powerful network by showing a pug that followed its master – a boy – wherever he went.

2. Use interesting, attention-getting headlines
If the headline isn’t interesting, it doesn’t matter what the body copy says. It is only when a reader finds the headline of an ad interesting that he goes on to read the subheadline, followed by the body copy.

3. Use the KISS (Keep It Simple, Silly!) formula:
Keep your copy short, simple and clear. Use simple, lucid language your target audience can easily understand. Don't leave your reader second-guessing your copy.

4. Focus on the reader, not the product

Answer the consumer’s question ‘What’s In It For Me?’ not by boasting about the product, but by highlighting how it could make the consumer’s life better. Pepper your copy with facts about the brand, but let the focus be on the reader, not on the product or service. Use personal pronouns like ‘you’, ‘we’ and ‘us’ to add a sense of warmth to your copy.

5. Target only your ‘Target Group’, not everyone

The more focused your target group, the better your chance of meeting their needs and convincing them. Don't try to sell to everyone!

6. Use the "That's Right!" Principle

Get your target audience to agree with you. Tell them something they know already. Get them to say to themselves, "That's Right!" Example: A print ad for Tropicana Juice says – “Your daily schedule leaves you exhausted. Well, “that’s right!”

7. Move Quickly from Intro to the Pitch:

Don't waste your reader's time trying to "warm them up". People are busy creatures. If they lose interest, you lose a prospective customer.

8. Be Sincere:

The more sincere you are, the better your chance of building a ‘selling’ relationship.

Example: The sincerity and genuineness of Air Sahara comes across in the ad that says – As hard as we may try at this time of the year, there are chances of flight delays due to weather conditions. Every step is taken to help passengers get to their destinations on time. To make this process easier, we need your help too.

9. Don't Contradict Yourself:

Double-check your copy. You might unknowingly contradict yourself, leaving the reader suspicious, thereby destroying the credibility of the message.

10. Make Your Product Irresistible

Dress it up. Make it sound like the cream of the crop. Make it impossible for the reader to even consider any other brand.

13. Flattery will get you everywhere

Yes, everyone likes to hear a little flattery. The keyword here is ‘little’. Don't overdo it! Example: The tagline for Loreal says, “Because you’re worth it.”

14. Be Personable

Let them know that there is a kind, honest and real person behind the page. People would rather deal with people, not companies, corporations or conglomerates. Add the ‘Human Touch’ to your copy.

15. Give a guarantee or challenge!

A guarantee or challenge says a lot about your own conviction about your brand.

Example: In the Vim Bar TVC, the anchor says, “if you find a detergent better than Vim Bar, we’ll give you a year’s supply of your detergent free!” This guarantee lends credibility to the offering and induces the viewer to act.

17. Check Your Grammar and Spellings

Always proof-check your copy. Grammatical errors and misspelled words create a bad impression about the brand.

18. Use Photos to Demonstrate:

If used correctly a picture really is worth a thousand words. Example: Ads for cosmetics generally use photographs to demonstrate the benefits of using the product – smooth skin, fairness, etc.

19. Offer Testimonials

Offer short, reputable testimonials. People want to hear what other consumers or celebrities have to say about a product or service. Example: Aishwarya Rai offers testimonial for Loreal Hair color.

20. Create an Unforgettable Slogan

Use a short, easy to remember slogan that a reader will walk away with on his or her lips.

Tata Sky – Isko laga daalaa toh life jinga-la-la.

Pepsi – Youngistan Ka Wow!, Change the game

Mountain Dew – Darr ke aagey jeet hain!

21. Get a response

Give your readers an incentive – a bonus or freebie – to respond to the ad immediately.

Example: Special 10% discount for the first 100 customers only. Hurry!

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CREATIVE BRIEF

Creative Brief is a document that contains all the information about the company and the brand, required by the advertising agency (mainly by the creative team designated to work on the brand) to create effective advertising for the company / brand.

Broadly, the following information is required:

The Company
The Product
The Competition
The Consumer
The Marketing & Advertising Objectives

THE COMPANY:

The company’s history, background, culture philosophy and vision.
The company’s infrastructure – offices, factories, sales team, its sales
network, etc
Whether it is a sole proprietorship concern, a partnership firm, a private
limited company or a public limited company, a public sector company or an
MNC.
The company’s product range (brands)
Collaborations, diversification, if any
The company’s technology used, R& D

THE PRODUCT:

The features (The 5 senses):
what it looks like (size, shape, colour, etc)
what it smells like (deos, shampoos, soaps, etc.)
what it tastes like (pickle, papad, jam, etc)
what it sounds like (home theatre, car audio system)
what it feels like (lycra, stretchable jeans, etc)
The ingredients (What it is made of... and how?)
The packaging (bottles, packs, sachets, etc.)
The cost
The USPs (Unique Selling Proposition)

THE COMPETITION:

Primary (Direct) Competition
Secondary (Indirect) Competition
Unbranded Competition
Substitutes
Their respective market shares, strengths & weaknesses, positions in the
consumers’ minds
What are they saying?

THE CONSUMER: