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opy yaan

By:Jagdish LakhaniJuniorCopywriter:Cognito In ia

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CopyGyaan isaconsolidateddocumentthroughthefollowingbooks

1. HeyWhippleSqueezeThis

2. ConfessionsofanAdvertisingMan

3. Gabays copywritersCompendium

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Inordertounderstandtheartofcopywritingthroughallthedataavailablethroughvariousbooks.

Inordertobreaksomemythsaboutcopywritingwhichpeopleblatantlyfollow.

Inordertopracticetheartofcopywritingina Inordertolearnmorefacetstotheartof

.

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UnderstandthisThumbRuleFirst

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CopywritingisnotWordPlay.

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Itisadisciplinedart

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reallygoodadvertisements

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breakthem

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Makeanadvertisementwhichsatisfiesyour

yourtargetmarket.Rememberthattheclients

advertisementsforyourselfishinterestbutfor

marketsinterest.

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Brandyourproduct

accordingtovarious

situations

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SOCIALEVILS

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SEASONALSALE

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situations

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advertisementthatyouarecreating.It

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ow. on e .

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TakealookatthisTVC

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.

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Agreati eaisa ways.a ways

SIMPLE.

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Imaginethebuyingprocess.Thinkofyourself

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Asacopywriter:Controlthepressure.Dontletitcontrolyou.

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Explorethefeelingsthatyouhaveabouttheproduct.

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Workonintuitiveaspects.Trustyourintuition

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.

productinsuchawaythattheclientgets

.

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:

roomandworksomewhereelse

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JustSometimes;)

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Ifyouareworkingonaproduct,dothe

tourofyourclientsofficeand

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Travel,meetnewpeople,beat

differentsituationsandunderstand

.

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.

that

comes

your

way

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Simplycheckingtheboxesacrosseverypossible

out.Eachpieceofcreativeshouldstandonits

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Bepatient.

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advertisements

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Thinkvisually.

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Describeyourradioadvertisementina

sin ularsentence.

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Avoidirritatingnoisesinyouradvertisement.

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Alwaysproduceonemoreradiospotthenyourneed.

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Dontbefunnyandslapstick,beinteresting.

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HowtoPresentWork

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,

C.E.O.

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Learntheclientscorporateculture.

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Practicegivingapresentation.

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Aclientwillalteryourdraftnomatterwhat.

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waysgo oraspec c pro uct av nga

specificneedandnothingmorethanthat.

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Trouble

and

conflict

are

always

revolting.

You

neversto atahi hwa ousto whenthere

isahighwayaccident.Soalwayscreatea

resentationwherethetar etaudiencewouldwanttostopatyourwork.

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,

cannotbangthecustomersheadwithfacts.

thecompanyforwhichtheadvertisementhas

thefacts.

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Evenifyourworkiskilled,produceit.

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Iftheclientwantstomakeanychangesthatletthemdoit.If

yourcorei eaissa ean i yourcorei eaisintact,t enyou

areagenius.

Dotonsofresearchforthebrand

a youarewor ngupon.

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acceptingthattheymightberight.Afterall,theyno

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Thoughtsbeforereallywantingto

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Yourport o ioiseveryt ing.

Here are some websites through which

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Herearesomewebsitesthroughwhich

youcanmakeyourportfolio

Behance.net

Blurbfolio.com

.

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Havingonewrittenlongcopyisveryimportant

foryourportfolio.

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goodadvertisements

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,

writinginyouradvertisements.

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Okaynowletscometothemost

importantaspecto A vertising

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.

Therearenofixedincomelevelsforcopywriters.

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oum g t eun erpa t e rst a o yourcareer,

whileoverpaidthenexthalf

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e o ce syours.

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a g vy aysa ou ver s ng

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HowtoBuildGreatCampaignsfor

GreatClients

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ButBeforethat,letmeintroducetoa

personw o saparto yourevery ay

li e

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Thisisonlyformarriedmen

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.

intelligencebyputtingstupidfactsaboutyour

.

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youlietotheconsumer?

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I youare oo ingt ecustomer

then..

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tothroughawayyourproductsoutof

theirlives

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Agreatpieceofadvertisingwouldbeonethatthegeneralpublicandtheclientwouldliketoknowabout.

advertisement.

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ontheassumptionthatyourclientswanttostayinbusinessforever.Youhavetocreateadvertisements

.

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is..

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man

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aproductwithoutdrawingany

attentiontowar sit.

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or xamp e

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.

Youvegottobecreativeaswellaspresentable.

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m a o nm g e es nceres orm

ofplagiarism,butitisalsothemarkof

aninferioradvertisingperson.

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HowtoWritePotentCopy

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na vert sements ou easa esp tc oryour

product.

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Write ourbod co lan ua ekee in inmind

theintelligencelevelofyourtargetaudience.

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THEHEADLINE

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Herearetwoco ieso thesame

advertisement.Whichoneattracted

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nemoreexamp e

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headline.Somakesurethatyourheadlineisimpactful

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Achangeinheadlinescanmakea

.

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vet mesasmanypeop erea t e ea ne

ratherthenthebodycopy.

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continuereading..

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Thereisauniversalbeliefthatpeoplewontwritelongbody

copy.Itswrong.Themoreyoutell,themoreyousell.Just

avea oo a enexpage

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Writeabodycopythinkingthatyouaretalkingwitha

womanatapartyandsheisasking,Iamthinkingof

buyinganewcar,whatwouldyourecommend?

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Bodycopyshouldbeaslongaswhattheproductrequires

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campa gnsnee s e a e o ycopy,

thenexecutethesame

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theadvertisingofachewinggum

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ema ngana ver semen , eep nm n e

targetaudience.Createanadvertisementkeepingin

prospectivereadersofyouradvertisement.

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HowtoI ustrateA vertisementsan

Posters Billboards

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n everse e

WhitecopyinBlack

Back round

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Substanceismoreimportancethentheform

oftheillustration

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Theamountofcopyonbillboardscan

bedeterminedbythedensityoftraffic

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Anexample

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epass ngmo or s oesno ave me oreadposters.Socreateanadvertisementthat

,

effectivecopywithagreatimage

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Illustrationsworkashardaswords

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.

reallifeincidentsthatcanbeusedtosellyour

,

advertisement

CAPITALLETTERS

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.

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HowtoRisetothetopofthetree

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Yous ou eam itious utnot

nakedl a ressive.

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Noadvertisementcaneverbecreatedbya

.

createdbyacombinationofacopywriterand

.

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ndFinally

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WORK

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REALLY

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REALLY

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