CH 1:

Intro to Copywriting

“A copywriter is a salesperson behind a typewriter.”

Mistake to write copy for laypeople to judge, or to merely be entertaining or creative.

Examples: Taco Bell Dog, Wendy’s, Drug Free America

More Examples . . . Zeldman.com, ad graveyard

Zeldman.com

Q: What is the strength of these ads?A: They get attention.

Q: Why were they pulled?A: The creative and entertaining qualities

detract from the sales message.

Q: What should the ads do instead?A: They should promise the viewers that they will

benefit tangibly by the product/service, and provide reason to SWITCH from the competition (p. 5).

Headline & Visual

The promise that gives the viewer a reason to switch brands.

Anatomy of an Ad

Headline & Visual

Here the headline is also thePositioning Line

Image of Product(Sometimes appears below)

Tagline

Body Copy

Headline

Subheading

Image of Product

Tagline

Subheadings bold

Body Copy(w/ space betweenparagraphs)

Toll-free Phone # boldLogoAddress & Web Site

Questions?

Next: USP