Want to write your first selling copy? Go through this guide to understand what's copywriting and how to enhance your skills writing for advertising.
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5. Write.
Types of Writing
Expository
Descriptive
Narrative
Persuasive
Creative
Expository writing is where the author intends to inform, explain,
describe or define their subject to you. This is the most common
type of writing you will find in text books and online.
As the author is mostly trying to tell you all about the subject, their
opinions are left out leaving you with facts and figures instead of
trying to defend or support an opinion.
An example of expository writing is "How-to" articles, where the
author is explaining how to build or do something yourself.
8. Write.
Types of Writing
Expository
Descriptive
Narrative
Persuasive
Creative
Writing patterns (3-5)
Comparison: Explaining how two or more things are alike and/or
how they are different. A comparison essay usually discusses the
similarities between two things, while the contrast essay discusses
the differences.
Comparison
alike Different
9. Write.
Types of Writing
Expository
Descriptive
Narrative
Persuasive
Creative
Writing patterns (4-5)
Cause / Effect: Focusing on the relationship between two or more
events or experiences.
• The essay could discuss both causes and effects, or it could
simply address one or the other.
• A cause essay usually discusses the reasons why something
happened.
• An effect essay discusses what happens after a specific event
or circumstance
11. Write.
Types of Writing
Expository
Descriptive
Narrative
Persuasive
Creative
Descriptive writing uses a lot of great visual words to help you see
the person, place or thing they are writing about. The writing can
be poetic at times, and explain things in great detail.
When you are reading descriptive writing you feel as if you are
there or can actually picture in your mind what they are describing.
Metaphors, similes and symbols are often used in descriptive
writing.
12. Write.
Types of Writing
Expository
Descriptive
Narrative
Persuasive
Creative
• Good descriptive writing includes many vivid sensory details
that paint a picture and appeals to all of the reader's senses of
sight, hearing, touch, smell and taste when appropriate.
Descriptive writing may also paint pictures of the feelings the
person, place or thing invokes in the writer.
• Good descriptive writing often makes use of figurative language
such as analogies, similes and metaphors to help paint the picture
in the reader's mind.
13. Write.
Types of Writing
Expository
Descriptive
Narrative
Persuasive
Creative
• Good descriptive writing uses precise language. General
adjectives, nouns, and passive verbs do not have a place in good
descriptive writing. Use specific adjectives and nouns and strong
action verbs to give life to the picture you are painting in the
reader's mind.
• Good descriptive writing is organized. Some ways to organize
descriptive writing include: chronological (time), spatial
(location), and order of importance. When describing a person,
you might begin with a physical description, followed by how
that person thinks, feels and acts.
14. Write.
Types of Writing
Expository
Descriptive
Narrative
Persuasive
Creative
Narrative writing is very common in novels, poetry and
biographies. The author puts themselves in their characters shoes
and writes as if they were that person. They tell life stories and
involve plots and storylines.
Narrative is fun to read because you can replace the author with
yourself and it will seem as if the story is happening to you.
15. Write.
Types of Writing
Expository
Descriptive
Narrative
Persuasive
Creative
Persuasive writing takes on the opinion of the writer or issue the
writer is writing for. This is considered biased material and is most
often found in advertising.
You know all of those commercials you see on television? Behind
all the talk and messages is a persuasive writer.
Always make sure you do background research when reading this
type of material, as every story has two sides!
17. Write.
Types of Writing
Expository
Descriptive
Narrative
Persuasive
Creative
Creative writing is perhaps the most fun type of writing. Anything
you think up in your head can be turned into creative writing.
Creative writing is often thought provoking, entertaining and more
interesting to read than say persuasive writing is.
Short stories, poetry, novels and plays often fall into the creative
writing category. It doesn't necessarily need to follow any line of
facts, just as long as it's interesting to read.
18. What’s Copywriting
/ˈkɒpiˌrʌɪtɪŋ/
Written content conveyed through online media and print
materials. Copy is content primarily used for the purpose of
advertising or marketing.
This type of written material is often used to persuade a
person or group as well as raise brand awareness.
26. Skills Needed
Polished writing
skills
Headline creation
Awareness of UX
(user experience)
Specialization
Marketing
awareness
A writer has to possess below writing skills:
Creating easy-to-read content
Making complex topics simple
Writing great transitions
Crafting compelling conclusions
Selecting the best vocabulary words within a specific context
Developing an attention-grabbing opener
Using the correct style
27. Skills Needed
Polished writing
skills
Headline creation
Awareness of UX
(user experience)
Specialization
Marketing
awareness
David Ogilvy (1911-1999) wrote, “Five times as many people read
the headlines as read the body copy.” He believed that a wasted
headline was a waste of 90% of the marketing budget.
Most viewers read the headline but not the body copy. Heat maps
typically indicate that people pay attention to pictures and headlines.
30. Skills Needed
Polished writing
skills
Headline creation
Awareness of UX
(user experience)
Specialization
Marketing
awareness
Copywriting is way more than putting words onto a screen. Those
words show up somewhere – on a mobile device, within a blog
template, on Facebook, in Twitter, etc. All that copy has to fit within
its cognitive and digital context.
The context and situation that influence the copy is called user
experience.
32. Skills Needed
Polished writing
skills
Headline creation
Awareness of UX
(user experience)
Specialization
Marketing
awareness
The task of content creation is only possible from someone who has
deep experience within the niche.
So, writers need experience and specialization.
33. Skills Needed
Polished writing
skills
Headline creation
Awareness of UX
(user experience)
Specialization
Marketing
awareness
The writer always should be aware that he or she is in the marketing
industry. The idea of a T-shaped marketer holds true for writers as
well as other marketing specializations.
Writers, for example, have deep experience in content, but they
should have a passing familiarity with other features of marketing.
34. Skills Needed
Polished writing
skills
Headline creation
Awareness of UX
(user experience)
Specialization
Marketing
awareness
Cross-Discipline Competence
Technical SEO UI/UX Content Press & PR Analytics
Deep
Discipline
Expertise
36. Advertising Vs. Marketing
Advertising
The paid, public, non-
personal announcement
of a persuasive message
by an identified sponsor;
the non-personal
presentation or
promotion by a firm of
its products to its
existing and potential
customers.
Marketing
The systematic planning,
implementation and
control of a mix of
business activities
intended to bring
together buyers and
sellers for the mutually
advantageous exchange
or transfer of products.
VS
46. Power Words
Free
Sale
New
Professional
Guaranteed
Special
Tested
Improved
Immediately
Limited
Simplistic
Powerful
Big
Popular
Exclusive
Valuable
How to
Endorsed
Unlimited
Discount
Fundamentals
Under priced
Suddenly
Perspective
Launching
Skill
Reduced
Better
Enormous
Spotlight
Useful
Survival
Largest
Colossal
Now
Unlock
Fortune
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Announcing
Huge gift
Introducing
Practical
Focus
Wanted
Interesting
Challenge
Lifetime
Highest
Expert
Advice
Compared to
Colorful
Affordable
Ultimate
Attractive
Easily
Approved
Competitive
Full
Innovative
Beautiful
Growth
Promising
Astonishing
Imagination
Great
High tech
Latest
Urgent
Amazing
Exciting
Portfolio
Revealing
excellent
Remarkable
Unique
Hurry
Daring
Last chance
Quality
Gigantic
Love
Lavishly
Reliable
Terrific
Breakthrough
Profitable
Luxury
Unconditional
The truth about
…
USE
YOUR
IMAGIN-
ATION!
47. Some Proven Copywriting Formulas
1. Instant Clarity Headline
2. Declare The Problem
3. Present Your Solution
4. Social Proof
5. Clear Call To Take Action
6. Price Anchoring
7. Frequently Asked Questions
48. Instant Clarity Headline
Example:
Get paid writing a selling copy like piece-of-cake
End Result Customer
Wants
Specific Period/Tool Address The Objections
49. Declare The Problem
Example:
Do you find it hard to start writing your first copy?
Explaining a problem using your customers’ words
50. Present Your Solution (1-2)
Example:
The whole new OSX can handle all your multitasking without lag.
(Product Name) Helps You Do (Task)
51. Present Your Solution (2-2)
Example:
Enjoy the simplicity of drive with the new dualogic transmission gearbox.
Say Goodbye To (Frustration) And Hello To (Benefit)