Written from a real-world perspective by an award-winning copywriter/producer/director, this comprehensive guide is what every writer needs to create powerful, strategic ad copy. Focusing on strategy, technique, and the skills needed to write for different media, The Copywriter's Toolkit book will sharpen your copywriting skills whatever your level.
- Introduces essential conceptual strategies and key writing techniques for result-driven copy
- Provides practical advice on writing for specific media including: print, radio, TV, websites, blogs, social media, ambient, digital, direct mail, product packaging, and viral marketing
- Covers all areas of copy development: on-strategy and on-target messaging; headline and slogan creation; brand personality and tone of voice; broadcast production conceptualization and print / digital typesetting consideration
- Presents innovative visual examples from exciting multimedia campaigns, comments from copywriters at world-renowned agencies, inspiring radio scripts, TV scripts and storyboards, effective blog posts, imaginative package copy, and more
- Shares invaluable writing tips and insights from award-winning copywriters currently at global agencies
- Includes supplementary website an instructor's manual, sample syllabus, PowerPoint presentations, and creative assignments, as well as student study aids, flashcards, podcasts and/or webinars by the author, and links to sample and featured campaigns, agencies, and related videos
Autorentext
Margo Berman is Professor of Advertising at Florida International University and has more than 20 years' experience as a creative director and copywriter. She is the author of Street-Smart Advertising: How to Win the Battle of the Buzz (2010) and co-author (with Robyn Blakeman) of The Brains Behind Great Ad Campaigns: Creative Collaboration between Copywriters and Art Directors (2009).
Inhalt
Preface xii
Acknowledgments xv
Chapter One The Persuasive Word: Strategy ABCs: Audience, Benefits, And Creative Briefs 1
Thinking about strategy first 2
Examining the brief: an up-close look 4
Templates 1.1: The shorter creative brief 4
Templates 1.2: The creative brief 5
Gaining deeper audience insight through VALS and observational research 6
Useful info 1.3: VALS comparison starting with highest incomes on top 10
Understanding secondary audience versus primary audience 10
Delving into consumer insights 11
Realizing the importance of a benefit 12
Creative strategy exercises 13
Notes 14
Chapter Two The Strategic Word: Strategy Categories 15
Using strategic thinking strengthens each touchpoint 16
Analyzing types of strategies 17
Keeping a handy reference list of strategies 18
Evaluating strategies and needs 23
Applying different types of positioning 27
Inventing the USP: selling uniqueness 28
Creating the main message: campaign slogans 28
Deciding the tone of voice 29
Considering competitors 29
Designing tactics 29
Advice from the pros 2.1: Charlie Hopper's writing for specific media tips 29
Final creative direction checklist 30
Creative strategy exercises 30
Notes 31
Chapter Three The Chosen Word: Writing Techniques 32
Developing a strong message with legs 33
Determining the tone of voice 34
Finding the point of view 34
Writing the way you speak 35
Writing to your audience 37
Checklist 3.1: A quick "Grammar" copywriting checklist 38
Writing for the medium and the senses 39
Writing for celebrities 40
Finding your own voice: some tips 41
Quick chapter overview 41
Checklist 3.2: Writing technique tips checklist 42
Creative writing exercises 42
Notes 43
Chapter Four The Sticky Word: Headline and Slogan Techniques 44
Devising ad structure: headlines, subheads, body copy, and slogans 45
Remembering the call to action 46
Thinking up catchy headlines and subheads 46
Reviewing different kinds of headlines 47
Making up sticky slogans: the backbone of campaigns 50
Adding power to your writing 55
Copywriting insights and tips 55
Making your copy sticky 56
Creative writing exercises 57
Notes 57
Chapter Five The Written Word: Print 59
Writing for the printed page 60
Formulating one focused message 61
Remembering the reader 61
Checklist 5.1: Copy checklist 62
Discovering basic copy format 64
Templates 5.2: Basic print ad copy format 64
Templates 5.3: Basic brochure copy format 65
Focusing on strategy, audience, benefits, tone of voice, message, and relevance 65
Recognizing categories of effective messages 66
Exploring playful, humorous, empathetic print ads 67
Studying more ads that empathize with the target 69
Identifying ads with an insider's understanding 71
Shaping witty headlines that say it all 74
Noticing ads that don't look like ads 77
Copywriting: a closer look 80
Print writing tips 80
Useful info 5.4: Common qualities in featured campaigns 80
Creative print checklist 81
Checklist 5.5: Print campaign checklist of questions 82
Creative print ad exercises 83
Notes 84
Chapter Six The Spoken Word: Radio 85
Becoming a radio aficionado 86
Tips and rules 6.1: How to write for the ear 87
Learning some radio tips from the masters 87
Tips and rules 6.2: Basic radio writing rules 90
Observing a few more radio writing "rules" 91
Applying basic radio copy format 91
Finding out more about radio format 91
Templates 6.3: Standard radio format 92
Useful info 6.4: Common radio terms 93
Thinking about production from the start 96
Using union and nonunion talent, music, and sound effects 97
Working with and directing the talent 98
Understanding radio dayparts 99
Exploring examples of great radio scripts 101
Script 1: Silver in the City :60 radio, "lead lining" 101
Script 2: Silver in the City, :60 radio, "seasons/vortex" 102
Script 3: Goodwill, :60 radio, "his, hers and ours" 102
Script 4: Pop Weaver Popcorn, :60 radio, "tv spot on the radio" 103
Script 5: Pop Weaver Popcorn, :30 radio, "arlene" 104
Script 6: Motel 6, :60 radio, "comparison" 104
Script 7: The Laughing Cow "Valley Girl" and "Enid" radio campaign 105
Advice from the pros 6.5: Joy Golden's 10 secrets for creating successful comedy radio commercials 110
Writing radio tips 111
Advice from the pros 6.6: Charlie Hopper's tips for writing for radio 111
Reviewing radio: the wrap up 113
Creative radio exercises 113
Notes 114
Chapter Seven The Animated Word: Television 115
Scrutinizing television writing: what's the secret? 116
Analyzing TV writing: where to begin 116
Tips and rules 7.1: The three Rs 116
Reviewing universal truths 120
Scripts and examples 7.2: Bridgestone TV script: "taters" 123
Discovering more about universal truths 125
Scripts and examples 7.3: Bridgestone TV script: "scream" 129
Scripts and examples 7.4: Bridgestone TV script: "hot item" 131
Portraying common goals 132
Scripts and examples 7.5: Angie's List TV script: "pay per view" 133
Scripts and examples 7.6: Angie's List TV script: "red paint" 136
Seeing how exaggeration, humor, and strong copy drive home benefits 137
Realizing a great tip for TV spot length 145
Investigating ways to present TV ideas 145
Scripts and examp…