creativity and copywriting - copywriting basics
Post on 11-Apr-2017
433 Views
Preview:
TRANSCRIPT
Creativity and CopywritingLecture 5
LECTURE BREAKDOWN
CreativeThinking
AdReview
CommercialBreak
Lecture(Part 2)
Lynn CS4029 Lecture 5
Lecture(Part 1)
Wrap-Up
CreativeThinking
AdReview
CommercialBreak
Lecture(Part 2)
Lynn CS4029 Lecture 5
Lecture(Part 1)
CreativeThinking
LECTURE BREAKDOWN
Wrap-Up
Lynn CS4029 Lecture 5
You cannot use the physical nature of the words.2
List A: Pile. Pie. Pillar. Pin. List B: Sponge. Spit. Spirit. Tattoo.3
“Pairing”
On some basis pair a word from list A with a word from list B. Define the basis.1
You have 5 minutes to write down your thoughts. 4
Creative Thinking
CreativeThinking
Ad Review
CommercialBreak
Lecture(Part 2)
Lynn CS4029 Lecture 5
Lecture(Part 1)
Wrap-Up
Ad Review
LECTURE BREAKDOWN
Lynn CS4029 Lecture 5 | page 6
Ad Review
CreativeThinking
Ad Review
CommercialBreak
Lecture(Part 2)
Lynn CS4029 Lecture 5
Lecture(part 1)
Wrap-Up
Lecture(Part 1)
LECTURE BREAKDOWN
Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5
Quick Review
FlickruserRaulLieberwirth
Lecture 5: Copywriting Basics
Lynn CS4029 Lecture 5
Lynn CS4029 Lecture 5FlickruserTomMrazek
The truth is this: writing well ispart habit, part knowledge ofsome fundamental rules, andpart giving a damn.
Ann Handley, MarketingProfs“
Lynn CS4029 Lecture 5
Copywriting today
6 S’s of great copywriting
Agenda
Copywriting Today
Is copywriting dead?
@workedforfood
Copywriting Today
Today, copywriters need to write with more economy to create greater impact in less time.
Lynn CS4029 Lecture 5
Copywriting today
6 S’s of great copywriting
Agenda
Lynn CS4029 Lecture 5
VoiceDetailsStyleThesisOrganizationStory
1
2
3
4
5
6
SoundSpecificityStyleStatementStructureStory
1
2
3
4
5
6
6 S’s
Sound
StyleStatementStructureStory
Specificity
6 S’s
Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5
A brand’s voice is its personality communicated in language.
voice = tone of voice = tone = personality = sound
Sound
Lynn CS4029 Lecture 5 FlickruserTomMrazek
The [uncovering] of who istalking precedes the wordsthemselves and determinesthem.
Ryan Caroll“
Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5
Brand book
Employees
Loyal customers
Past advertisements
Uncovering Sound
Existing brand assets
Lynn CS4029 Lecture 5
Expressing Sound
Lynn CS4029 Lecture 5
Profiles
If your brand were a person, who would it be? How would they talk?
Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5
Expressing Sound
Slogans
Condensed selling arguments – memorable, identifiable, sustainable & understandable
Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5
Expressing Sound
Lynn CS4029 Lecture 5
Adjectives
A curated and meaningful* collection of 3-5 words that sum up a brand’s personality
*extension of the brand values
Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5
Expressing Sound
Manifestos
A pithy paragraph, or list of principles, that declare a brand’s motivations – a rally cry
Lynn CS4029 Lecture 5
Often, brands will express their sound in a number of ways to paint a clear picture.
Expressing Sound
Lynn CS4029 Lecture 5
Consistency is key.
Expressing Sound
CreativeThinking
Ad Review
Lecture(Part 2)
Lynn CS4029 Lecture 5
Lecture(Part 1)
CommercialBreak Wrap-Up
LECTURE BREAKDOWN
Commercial Break
Lynn CS4029 Lecture 1
CreativeThinking Ad Review
CommercialBreak
Lecture(part 2)
Lynn CS4029 Lecture 5
Lecture(Part 1)
Lecture(Part 2) Wrap-Up
LECTURE BREAKDOWN
6 S’s
Sound
StyleStatementStructureStory
Specificity
Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5
Details add weight and believability to your writing.
Flickrusermountainamoeba
Specificity
Lynn CS4029 Lecture 5
Details
Specificity
Draw from your research and consider sensory cues, connotation, and comparisons
6 S’s
Style
SpecificitySound
StatementStructureStory
Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5
Style is the technique of writing.
FlickruserButchDalisay
Style
Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5
“Trying to add style is like wearing a toupé...”
FlickruserKeliSchimelpfenig
Style
Lynn CS4029 Lecture 5
George Orwell’s 6 Rules for Writing
(i) Never use a metaphor, simile, or other figure of speech which you are used to seeing in print.
(ii) Never use a long word where a short one will do.
(iii) If it is possible to cut a word out, always cut it out.
(iv) Never use the passive where you can use the active.
(v) Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.
(vi) Break any of these rules sooner than say anything outright barbarous.
Style
Lynn CS4029 Lecture 5
Try cutting a lot of your word-count, especially those words that add little extra meaning.
Don’t over-use the passive voice. And whether passive or active, be clear who did what to whom.
= Edit ruthlessly = Write straightforward with strong verbs
Style
Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5
To edit effectively, let it cool.
Style
Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5
What’s the biggest difference between writing and copywriting?
Copywriting Sells
FlickruserAranami
Style
6 S’s
Style
SpecificitySound
StructureStory
Statement
A statement, or thesis, is a central organizing idea, usually an interpretation of the strategy proposition.
Statement
6 S’s
StructureStory
StatementStyle
SpecificitySound
Flow
• Beginning – strong start, continuation from the headline
•Middle – selling facts revolving around thesis
• End – call to action, concluding fact or a line that relates back to the headline
Structure
Lynn CS4029 Lecture 5
Structure
Coherence
The relationship of the parts to the parts
Lynn CS4029 Lecture 5
Structure
Unity
The relationship of the parts to the whole
6 S’s
StructureStatementStyle
SpecificitySound
Story
Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5
A story is an account of events that happen over time to someone(s) to
interest, amuse or instruct.
FlickruserMarcWathieu
Story
Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5
FlickruserHonou
What are the 7 key elements of a story?
The “core argument” of the story.1
The “who” of your story.2
The central image or thing in which is condensed much of a story's meaning. 2
First, second, third, limited, omniscient4
The ”where” of your story.5
The “personality” of the story.6
The “engine” of your story.7
Story
Lynn CS4029 Lecture 5
Story
Participation
Create a role for the audience
Lynn CS4029 Lecture 5
Story
Length
Stop when you are finished
Lynn CS4029 Lecture 5
Story
Plot Lines
Know them!
CreativeThinking
Ad Review
CommercialBreak
Lecture(Part 2)
Lynn CS4029 Lecture 5
Lecture(Part 1)
ClosingWrap-Up
LECTURE BREAKDOWN
Ciao Ciao
Lynn CS4029 Lecture 5
top related