By Prof. Vidula Deo
June 27, 2018 at 06:12 PM
Writing for an advert is as challenging as it is interesting. You have to learn the fine art of balance; to let your creativity soar while staying within the limits set by the communication brief. It’s not a poem or novel you are writing. In advertising, it is about making a product/service irresistible to the target audience. It has to serve the dual purpose of capturing the reader’s imagination and inspiring the desired response.
Now, you must be wondering, what makes good copy? How does one get down to writing that kind of copy? Is it an inborn or acquired talent?
To jump on to the copywriting bandwagon, string your words together in a sentence with creative flair. Follow a few important pointers and you can definitely begin your copywriting journey.
Know the Purpose, Write for the Purpose
Why is the brand communicating with the target audience? Is it to create brand awareness, push sales, retain existing customers or any other reason that is defined by the brief? This will form the basis of the message you craft.
Talk to the target audience
Who you are talking to decides what you will say to them. Know the target audiences mindset, what appeals to them and what doesnt. What are their needs and aspirations? How can you strike a chord with them so that it’ll get a positive response? Once you have that clear in your mind, let the ideas flow.
Get your insights in place
The minute you capture a life truth in your writing, there’s no way it’ll not connect with the target group. Pick an emotion, a reaction, a habit that is most likely to be a part of the target audience’s life. Weave your idea and words around it and see the magic happen.
Speak in tone, the right one
Every brand has its distinct tone of voice. Friendly, authoritative, intellectual, witty or cheeky - it can be anything. Keeping that in mind, you have to write the copy in a way that appeals to the target audience.
Idea first, words later
As a writer, words tend to enamour more. The more flowery the words, the better they sound. The more complex the sentence, the more intrigue. Stop right there! Be ruthless with yourself when such thoughts cross your mind. The idea comes first. Nothing should overpower it. First crack a powerful idea. Then let the words bring it to life, interestingly and convincingly. In fact, simpler your writing is, it will be more appealing.
Structure it well
You’ve lost your reader if you go on a rambling spree. It is very important that before you begin to write, you know what points you have to cover and what will be the copy flow. Then, connect all the dots in the most compelling manner.
Read, read and read a lot
There are too many great writers out there, too many great ideas. Read all you can. It’ll widen your perspective. It’ll enrich your thoughts, which in turn will enhance your writing.
Life is happening every minute. You are surrounded by different people and they are constantly acting and reacting. What better fodder can you ask for, to feed your understanding of human behaviour? Its your research. Let the planned research happen. But this is organic and deeper. People tend to react differently in their natural surrounding vis-à-vis in a closed room where most Focus Group meetings happen. Keep your eyes open and ears to the ground, it’ll take your writing to the next level.
So Get, Set, Write
With these copywriting tips as guides, the journey should be less bumpy. And if you were thinking, why the title attributes only half of the winning battle to copywriting, it’s because your art partner contributes equally. Typography, visuals, layout - they all come together to complete the communication. And a copywriter does definitely add value to that.