Copywriting Basics for Beginners

What is the writing?

Copywriting is generally described as copywriting or the writing of advertising copy to promote a person, business, opinion, or idea. It may be written in plain text, such as a television or radio advertisement, or in a variety of other media. The main goal of writing marketing copy is to persuade the listener or reader to take action, like buying a product or service, or subscribing to a certain point of view, for example. Copywriting can also serve to dissuade a reader from a particular belief or action.

According to Wikipedia, “Copywriting can include body copy, taglines, headlines, direct mail pieces, slogans, jingles, World Wide Web and Internet content, television or radio commercial scripts, press releases, white papers, and other written material incorporated into advertising”. medium.” A copywriter or ad copy writer can contribute ideas for print ads, mail order catalogs, billboards, commercials, brochures, postcards, online sites, email, letters, and other advertising media.

The art of writing

The art of writing advertising copy is based on the assumption that words can change an audience’s thinking, attitudes, beliefs, and behavior. If the writings on a copy fail to arouse attention, interest, desire, conviction, and action, you have failed in your task and intent.

One of the oldest copywriting formulas is AIDA: Attention, Interest, Desire and Action. An advertisement that does not capture the attention of the reader will not be able to do anything else. Only after drawing attention can an ad spark consumer interest and create desire for the product, service, or idea presented. Finally, the ad must stimulate some action on the part of the customer, otherwise it will have failed in its purpose.

technical writing

Some techniques that a copywriter can use to write persuasive copy include:

• Clichés or buzzwords, such as now, new, here, finally, and today.
• Action words, such as buy, try, ask, get, send, try, watch, watch, come and many more.
• Emotional or exciting words, using fact-enhancing adjectives, such as splendid, amazing, charming, beautiful, and wonderful.
• Alliteration, or a way of repeating sounds that are pleasing to the ear, but not exaggerated, obvious, or irritating, such as ‘Let the train do the work’, ‘Don’t be lazy, ask for Haig’ and ‘Wow, go Shell’.
• Colloquialisms or writing to imitate informal speech, such as ‘Pick ‘n Choose’, ‘Fish ‘n Chips’, and the use of words, such as, don’t, would’t, won’t, what’s and other abbreviations
• Punctuations and grammar, like, ‘Save the children. Now.’ ‘He writes his name in gold. Remy Martin.’
• Repetition, such as the use of the same word to open each paragraph, covering the brand or company name throughout the text.
• Intertextuality or the association of a text with other texts or signs, such as the use of the word ‘lock’ to associate it with security, or the use of a statement, term or sign from a film or other media.

When writing a headline for a print ad, keep the following guidelines in mind:

• Make the headline an important persuasive component of the ad.
• Appeal to the reader’s self-interest with a basic promise of benefits
• Injects maximum information without being cumbersome or tedious
• Limit headlines to 5-8 words
• Include the brand name in the title.
• Entices the reader to read the body of the text
• It entices the reader to examine the ad image.
• Never change the font in a title
• Never use a headline whose persuasive impact depends on reading the body of the text.
• Use simple, common and familiar words.

When writing the subheading, keep the following in mind:

• The subtitle should reinforce the title.
• The subheading should encourage the reader to continue with the body of the text.
• The subheadings should encourage a fuller reading of the entire ad.
• The longer the body text, the more appropriate the use of subheadings.
• Keep the use of subheadings to a minimum, as they can clutter an ad.

When writing the body of the text, keep the following in mind:

• Use the present tense whenever possible
• Use singular nouns and verbs
• Use active verbs
• Use familiar words and phrases
• Vary the length of sentences and paragraphs.
• engage the reader
• Give support to the amazing
• Avoid clichés and superlatives

Common writing mistakes

Some common mistakes to avoid in writing include:

• Vagueness, resulting from the generalization of words or imprecise meanings.
• Wordiness, where economy of words is paramount because a copy has to fit in a limited space and time before it bores the audience.
• Sadness or lack of originality, where the use of tired clichés and superlatives can create a boring and outdated image for a brand or company.
• Beyond Creativity, where creativity is taken overboard for creativity’s sake. A copy must remain faithful to its main responsibility: to communicate the sales message.

Conclusion

Writing good copy requires a lot more than what is covered in this article. It requires research, thinking outside the box, and many other aspects. For more copywriting tips, check out the many resources available on the web and read relevant books from professional copywriters.