1. Advertising is all about communication. It’s about getting people to connect with your product or service at some practical or emotional level
The role of copywriters
Copywriting is a mental process the
successful execution of which reflects the sum total of all your experiences,
your spe[1]cific knowledge and
your ability to mentally process that infor[1]mation
and transfer it onto a sheet of paper for the purpose of selling a product or
service
Copy
writers are the people employed to supply the text – otherwise known as copy –
that accompanies the imagery in advertisements by clever way with words, and ability
to originate ideas, which give an effective advertising. Copywriters provide an
essential element in the creative process. That sounds a bit more dynamic. And
picture this – it’s not enough just to be good with words. The most successful
copywriters are individuals who are as comfortable with the visual as the
verbal. That’s because, in creating advertising material, we’re trying to
establish a connection with our various audiences through an influential
combination of imagery and words.
Copywriting – a strange term for the
original wording that copywriters are meant to produce since it suggests we’re
simply copying down words.
As a copywriter you are meant to have a
good command of language and to have developed at least a basic understanding
of marketing and consumer psychology. These practical skills not only enable
you to come up with effective concepts but also to explain them concisely and
precisely for the benefit of account handlers and clients alike
1. Typeface:
This element is really important. Each
typeface has its own personality, emotion and legibility. So that it is
essential to determine the combination of personality and legibility that will
make our ad easy to read and inviting.
For instance Serif type
has those little curlicues whereas the other style of type called "sans
serif" stay 'without curlicues. Serif type produced
greater comprehension than sans serif type.
Another important factor is the legibility
of all our typefaces in other parts of our ad such as the headline, sub headline
and various headings.
Fancy type might look elegant to the
type designer, but if it can't be read it has no value and finding the words
difficult to understand.
The most important role a typeface
has is to allow the greatest comprehension possible, and the second role, is to
convey the image of a company.
2. 2. First Sentence:
Keep our first sentence short, easy
to read and compelling enough to cause the reader to read the next sentence.
3.3. Second Sentence:
This sentence is almost as important
as the first. We've got to maintain interest, so we must also create another sentence
with a compelling reason to cause our reader to want to continue. Our only goal
is to get the momentum going and create that buying environment.
4. 4. Paragraph Headlines:
One of the graphic elements Headlines
in a print ad, are supposed to make the
copy look less intimidating, and thus encourage the reader to read all the
copy.
But paragraph headings could introduce
material in the paragraph that follows or they could have absolutely nothing to
do with the copy underneath or the copy in the entire ad for that matter.
A secondary purpose might be to
arouse curiosity.
5. 5. Paragraph Headines
A rule
of thumb here is to explain a complicated product in a very simple way and
explain a simple product in a very complex way.
The
ad illustrates a way to present a simple product in a complicated way. A more
complicated product in a very simple way.
Example
the selling of camera, the advertiser should explained the camera to the
customers, in a very simple explanation of what it could do for them. The ad should not about the technology inside but
focused on the simplicity of the product and its use.
By
explaining cameras in very simple and basic terms without getting too
complicated, it increase the ease purchase.
6.
New Features:
Highlight
those features which make your product or service new, unique or novel. Here
you are revealing not just the features of the product, but the features that
distinguish it from anything else on the market.
7.
Technical Explanation:
A
technical explanation will build confidence in the prospect. customer like,
respect and trust. Buying is indeed a process of trust. The buyer's thought
process might be really know our subject and fully understand the product
category .
Trust is always enhanced when the seller has
become an expert at what he or she is selling. A seller must become an expert
on the product in order to talk about it in technical language. people
understand until they come to the seminar, they sense that we know what we are
talking about."
8. 8. Anticipate objections:
This is a very important element to
consider when writing copy.
9. 9. Resolve objections:
It is advertisers’ opportunity and
duty to resolve the objections too. We must be honest and provide alternative
solutions or dispel the objections completely.
10. Gender:
Who is the consumer? Male, female or both male and female?
Are they female golf players, lady pilots or professional women? Make sure
there are no sexual or sexist comments that would offend any group and know
your target audience so that you can communicate in their terms.
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