52
Creativity and Copywriting Lecture 5

Creativity and Copywriting - Copywriting Basics

Embed Size (px)

Citation preview

Page 1: Creativity and Copywriting - Copywriting Basics

Creativity and CopywritingLecture 5

Page 2: Creativity and Copywriting - Copywriting Basics

LECTURE BREAKDOWN

CreativeThinking

AdReview

CommercialBreak

Lecture(Part 2)

Lynn CS4029 Lecture 5

Lecture(Part 1)

Wrap-Up

Page 3: Creativity and Copywriting - Copywriting Basics

CreativeThinking

AdReview

CommercialBreak

Lecture(Part 2)

Lynn CS4029 Lecture 5

Lecture(Part 1)

CreativeThinking

LECTURE BREAKDOWN

Wrap-Up

Page 4: Creativity and Copywriting - Copywriting Basics

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

Page 5: Creativity and Copywriting - Copywriting Basics

CreativeThinking

Ad Review

CommercialBreak

Lecture(Part 2)

Lynn CS4029 Lecture 5

Lecture(Part 1)

Wrap-Up

Ad Review

LECTURE BREAKDOWN

Page 6: Creativity and Copywriting - Copywriting Basics

Lynn CS4029 Lecture 5 | page 6

Ad Review

Page 7: Creativity and Copywriting - Copywriting Basics

CreativeThinking

Ad Review

CommercialBreak

Lecture(Part 2)

Lynn CS4029 Lecture 5

Lecture(part 1)

Wrap-Up

Lecture(Part 1)

LECTURE BREAKDOWN

Page 8: Creativity and Copywriting - Copywriting Basics

Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5

Quick Review

FlickruserRaulLieberwirth

Page 9: Creativity and Copywriting - Copywriting Basics

Lecture 5: Copywriting Basics

Lynn CS4029 Lecture 5

Page 10: Creativity and Copywriting - Copywriting Basics

Lynn CS4029 Lecture 5FlickruserTomMrazek

The truth is this: writing well ispart habit, part knowledge ofsome fundamental rules, andpart giving a damn.

Ann Handley, MarketingProfs“

Page 11: Creativity and Copywriting - Copywriting Basics

Lynn CS4029 Lecture 5

Copywriting today

6 S’s of great copywriting

Agenda

Page 12: Creativity and Copywriting - Copywriting Basics

Copywriting Today

Is copywriting dead?

Page 13: Creativity and Copywriting - Copywriting Basics

@workedforfood

Copywriting Today

Today, copywriters need to write with more economy to create greater impact in less time.

Page 14: Creativity and Copywriting - Copywriting Basics

Lynn CS4029 Lecture 5

Copywriting today

6 S’s of great copywriting

Agenda

Page 15: Creativity and Copywriting - Copywriting Basics

Lynn CS4029 Lecture 5

VoiceDetailsStyleThesisOrganizationStory

1

2

3

4

5

6

SoundSpecificityStyleStatementStructureStory

1

2

3

4

5

6

6 S’s

Page 16: Creativity and Copywriting - Copywriting Basics

Sound

StyleStatementStructureStory

Specificity

6 S’s

Page 17: Creativity and Copywriting - Copywriting Basics

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

Page 18: Creativity and Copywriting - Copywriting Basics

Lynn CS4029 Lecture 5 FlickruserTomMrazek

The [uncovering] of who istalking precedes the wordsthemselves and determinesthem.

Ryan Caroll“

Page 19: Creativity and Copywriting - Copywriting Basics

Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5

Brand book

Employees

Loyal customers

Past advertisements

Uncovering Sound

Existing brand assets

Page 20: Creativity and Copywriting - Copywriting Basics

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?

Page 21: Creativity and Copywriting - Copywriting Basics

Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5

Expressing Sound

Slogans

Condensed selling arguments – memorable, identifiable, sustainable & understandable

Page 22: Creativity and Copywriting - Copywriting Basics

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

Page 23: Creativity and Copywriting - Copywriting Basics

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

Page 24: Creativity and Copywriting - Copywriting Basics

Lynn CS4029 Lecture 5

Often, brands will express their sound in a number of ways to paint a clear picture.

Expressing Sound

Page 25: Creativity and Copywriting - Copywriting Basics

Lynn CS4029 Lecture 5

Consistency is key.

Expressing Sound

Page 26: Creativity and Copywriting - Copywriting Basics

CreativeThinking

Ad Review

Lecture(Part 2)

Lynn CS4029 Lecture 5

Lecture(Part 1)

CommercialBreak Wrap-Up

LECTURE BREAKDOWN

Page 27: Creativity and Copywriting - Copywriting Basics

Commercial Break

Lynn CS4029 Lecture 1

Page 28: Creativity and Copywriting - Copywriting Basics

CreativeThinking Ad Review

CommercialBreak

Lecture(part 2)

Lynn CS4029 Lecture 5

Lecture(Part 1)

Lecture(Part 2) Wrap-Up

LECTURE BREAKDOWN

Page 29: Creativity and Copywriting - Copywriting Basics

6 S’s

Sound

StyleStatementStructureStory

Specificity

Page 30: Creativity and Copywriting - Copywriting Basics

Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5

Details add weight and believability to your writing.

Flickrusermountainamoeba

Specificity

Page 31: Creativity and Copywriting - Copywriting Basics

Lynn CS4029 Lecture 5

Details

Specificity

Draw from your research and consider sensory cues, connotation, and comparisons

Page 32: Creativity and Copywriting - Copywriting Basics

6 S’s

Style

SpecificitySound

StatementStructureStory

Page 33: Creativity and Copywriting - Copywriting Basics

Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5

Style is the technique of writing.

FlickruserButchDalisay

Style

Page 34: Creativity and Copywriting - Copywriting Basics

Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5

“Trying to add style is like wearing a toupé...”

FlickruserKeliSchimelpfenig

Style

Page 35: Creativity and Copywriting - Copywriting Basics

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

Page 36: Creativity and Copywriting - Copywriting Basics

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

Page 37: Creativity and Copywriting - Copywriting Basics

Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5

To edit effectively, let it cool.

Style

Page 38: Creativity and Copywriting - Copywriting Basics

Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5

What’s the biggest difference between writing and copywriting?

Copywriting Sells

FlickruserAranami

Style

Page 39: Creativity and Copywriting - Copywriting Basics

6 S’s

Style

SpecificitySound

StructureStory

Statement

Page 40: Creativity and Copywriting - Copywriting Basics

A statement, or thesis, is a central organizing idea, usually an interpretation of the strategy proposition.

Statement

Page 41: Creativity and Copywriting - Copywriting Basics

6 S’s

StructureStory

StatementStyle

SpecificitySound

Page 42: Creativity and Copywriting - Copywriting Basics

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

Page 43: Creativity and Copywriting - Copywriting Basics

Lynn CS4029 Lecture 5

Structure

Coherence

The relationship of the parts to the parts

Page 44: Creativity and Copywriting - Copywriting Basics

Lynn CS4029 Lecture 5

Structure

Unity

The relationship of the parts to the whole

Page 45: Creativity and Copywriting - Copywriting Basics

6 S’s

StructureStatementStyle

SpecificitySound

Story

Page 46: Creativity and Copywriting - Copywriting Basics

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

Page 47: Creativity and Copywriting - Copywriting Basics

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

Page 48: Creativity and Copywriting - Copywriting Basics

Lynn CS4029 Lecture 5

Story

Participation

Create a role for the audience

Page 49: Creativity and Copywriting - Copywriting Basics

Lynn CS4029 Lecture 5

Story

Length

Stop when you are finished

Page 50: Creativity and Copywriting - Copywriting Basics

Lynn CS4029 Lecture 5

Story

Plot Lines

Know them!

Page 51: Creativity and Copywriting - Copywriting Basics

CreativeThinking

Ad Review

CommercialBreak

Lecture(Part 2)

Lynn CS4029 Lecture 5

Lecture(Part 1)

ClosingWrap-Up

LECTURE BREAKDOWN

Page 52: Creativity and Copywriting - Copywriting Basics

Ciao Ciao

Lynn CS4029 Lecture 5