The Copywriter's Toolkit The Complete Guide to Strategic Advertising Copy

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  • Edition: 1st
  • Format: Paperback
  • Copyright: 2012-08-20
  • Publisher: Wiley

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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

Author Biography

Margo Berman is professor or Advertising at Honda 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).

Table of Contents

Prefacep. xii
Acknowledgmentsp. xv
The Persuasive Word; Strategy ABCs: Audience, Benefits, And Creative Briefsp. 1
Thinking about strategy firstp. 2
Examining the brief: an up-close lookp. 4
Templates 1.1: The shorter creative briefp. 4
Templates 1.2: The creative briefp. 5
Gaining deeper audience insight through VALS and observational researchp. 6
Useful info 1.3: VALS comparison starting with highest incomes on topp. 10
Understanding secondary audience versus primary audiencep. 10
Delving into consumer insightsp. 11
Realizing the importance of a benefitp. 12
Creative strategy exercisesp. 13
Notesp. 14
The Strategic Word: Strategy Categoriesp. 15
Using strategic thinking strengthens each touchpointp. 16
Analyzing types of strategiesp. 17
Keeping a handy reference list of strategiesp. 18
Evaluating strategies and needsp. 23
Applying different types of positioningp. 27
Inventing the USP: selling uniquenessp. 28
Creating the main message: campaign slogansp. 28
Deciding the tone of voicep. 29
Considering competitorsp. 29
Designing tacticsp. 29
Advice from the pros 2.1: Charlie Hopper's writing for specific media tipsp. 29
Final creative direction checklistp. 30
Creative strategy exercisesp. 30
Notesp. 31
The Chosen Word: Writing Techniquesp. 32
Developing a strong message with legsp. 33
Determining the tone of voicep. 34
Finding the point of viewp. 34
Writing the way you speakp. 35
Writing to your audiencep. 37
Checklist 3.1: A quick "Grammar" copywriting checklistp. 38
Writing for the medium and the sensesp. 39
Writing for celebritiesp. 40
Finding your own voice: some tipsp. 41
Quick chapter overviewp. 41
Checklist 3.2: Writing technique tips checklistp. 42
Creative writing exercisesp. 42
Notesp. 43
The Sticky Word: Headline and Slogan Techniquesp. 44
Devising ad structure: headlines, subheads, body copy, and slogansp. 45
Remembering the call to actionp. 46
Thinking up catchy headlines and subheadsp. 46
Reviewing different kinds of headlinesp. 47
Making up sticky slogans: the backbone of campaignsp. 50
Adding power to your writingp. 55
Copywriting insights and tipsp. 55
Making your copy stickyp. 56
Creative writing exercisesp. 57
Notesp. 57
The Written Word; Printp. 59
Writing for the printed pagep. 60
Formulating one focused messagep. 61
Remembering the readerp. 61
Checklist 5.1: Copy checklistp. 62
Discovering basic copy formatp. 64
Templates 5.2: Basic print ad copy formatp. 64
Templates 5.3: Basic brochure copy formatp. 65
Focusing on strategy, audience, benefits, tone of voice, message, and relevancep. 65
Recognizing categories of effective messagesp. 66
Exploring playful, humorous, empathetic print adsp. 67
Studying more ads that empathize with the targetp. 69
Identifying ads with an insider's understandingp. 71
Shaping witty headlines that say it allp. 74
Noticing ads that don't look like adsp. 77
Copywriting: a closer lookp. 80
Print writing tipsp. 80
Useful info 5.4: Common qualities in featured campaignsp. 80
Creative print checklistp. 81
Checklist 5.5: Print campaign checklist of questionsp. 82
Creative print ad exercisesp. 83
Notesp. 84
The Spoken Word; Radiop. 85
Becoming a radio aficionadop. 86
Tips and rules 6.1: How to write for the earp. 87
Learning some radio tips from the mastersp. 87
Tips and rules 6.2: Basic radio writing rulesp. 90
Observing a few more radio writing "rules"p. 91
Applying basic radio copy formatp. 91
Finding out more about radio formatp. 91
Templates 6.3: Standard radio formatp. 92
Useful info 6.4: Common radio termsp. 93
Thinking about production from the startp. 96
Using union and nonunion talent, music, and sound effectsp. 97
Working with and directing the talentp. 98
Understanding radio daypartsp. 99
Exploring examples of great radio scriptsp. 101
Script 1: Silver in the City :60 radio, "lead lining"p. 101
Script 2: Silver in the City, :60 radio, "seasons/vortex"p. 102
Script 3: Goodwill, :60 radio, "his, hers and ours"p. 102
Script 4: Pop Weaver Popcorn, :60 radio, "tv spot on the radio"p. 103
Script 5: Pop Weaver Popcorn, :30 radio, "arlene"p. 104
Script 6: Motel 6, :60 radio, "comparison"p. 104
Script 7: The Laughing Cow "Valley Girl" and "Enid" radio campaignp. 105
Advice from the pros 6.5: Joy Golden's 10 secrets for creating successful comedy radio commercialsp. 110
Writing, radio tipsp. 111
Advice from the pros 6.6: Charlie Hopper's tips for writing for radiop. 111
Reviewing radio: the wrap upp. 113
Creative radio exercisesp. 113
Notesp. 114
The Animated Word: Televisionp. 115
Scrutinizing television writing: what's the secret?p. 116
Analyzing TV writing: where to beginp. 116
Tips and rules 7.1: The three Rsp. 116
Reviewing universal truthsp. 120
Scripts and examples 7.2: Bridgestone TV script: "taters"p. 123
Discovering more about universal truthsp. 125
Scripts and examples 7.3: Bridgestone TV script: "scream"p. 129
Scripts and examples 7.4: Bridgestone TV script: "hot item"p. 131
Portraying common goalsp. 132
Scripts and examples 7.5: Angie's List TV script: "pay per view"p. 133
Scripts and examples 7.6: Angie's List TV script: "red paint"p. 136
Seeing how exaggeration, humor, and strong copy drive home benefitsp. 137
Realizing a great tip for TV spot lengthp. 145
Investigating ways to present TV ideasp. 145
Scripts and examples 7.7: Story script example
Hewlett-Packard, :30 TV, "Live Wirelessly. Print Wirelessly."p. 147
Learning from beloved Super Bowl spotsp. 148
Identifying types of TV commercialsp. 148
Useful info 7.8: Some popular types of TV spotsp. 149
Writing TV scriptsp. 151
Tips and rules 7.9: Basic TV writing rules for scriptsp. 152
Absorbing key copywriting tipsp. 154
Tom Amico's tips (Kaplan Thaler Group)p. 154
Sara Rose's tips (Goodby Silverstein & Partners)p. 154
Vinny Warren's tips just on screenwriting (The Escape Pod)p. 155
Casting TV talentp. 156
Becoming familiar with TV terminologyp. 156
Useful info 7.10: Common TV termsp. 157
Templates 7.11: Basic TV copy formatp. 160
Scripts and examples 7.12: Weight Watchers "momentum" campaign examplesp. 160
Creative TV exercisesp. 161
Notesp. 165
The Delivered and Abridged Word: Direct Mail, Mobile, and Small-Space Writingp. 167
Exploring direct mailp. 168
Grasping why direct mail?p. 168
Checklist 8.1: Direct mail handy checklistp. 169
Learning a few pointers about writing self-promotion lettersp. 172
Advice from the pros 8.2: Drayton Bird's letter writing principlesp. 173
Creating messages for mobile e-mail marketingp. 174
Writing copy for product packagingp. 174
Examining examples of creative package copyp. 174
Advice from the pros 8.3: Five tips for better results with mobile e-mail marketing from Shane Kettermanp. 175
Checklist 8.4: Small-space writing checklistp. 178
Scripts and examples 8.5: Headlines for Ugly Mug Coffee bagsp. 179
Learning some tips for small-space writing from Charlie Hopperp. 183
Advice from the pros 8.6: Basic writing tips from Curt Muellerp. 189
Creating coupon copyp. 190
Examining online banner ad copyp. 190
Understanding catalog copywritingp. 191
Scripts and examples 8.7: Ovation Guitars copyp. 192
Checklist 8.8: Catalog copywriting checklistp. 193
Creative abridged writing exercisesp. 193
Notesp. 194
The Ambient and Moving Word: Out-Of-Home and Transitp. 196
Starting from the mediump. 197
Useful info 9.1: Kinds of ambient mediap. 199
Noticing messages wherever you arep. 201
Looking closely at out-of-home messagesp. 201
Tips and rules 9.2: Tips for writing ambient copyp. 202
Thinking about surprising the audiencep. 202
Understanding your audience's frame of referencep. 207
Being irreverent and still effectivep. 212
Taking a once touchy subject into a humorous campaignp. 217
Finding new places to advertisep. 220
Checklist 9.3: Creative ambient checklistp. 222
Creative ambient exercisesp. 222
Notesp. 223
The Online Communal Word: Digital Dialogue, Virtual Community, Sloggingp. 224
Interacting with your online audiencep. 225
Writing for the Webp. 225
Surfing the Webp. 225
Talking to the readerp. 226
Evaluating the copy's tone of voicep. 226
Including clever headlinesp. 227
Scripts and examples 10.1: Fun website headlinesp. 227
Advice from the pros 10.2: Warning: use these five headline formulas at your own riskp. 228
Analyzing the messagep. 229
Tips and rules 10.3: The 10 basic rules of copywritingp. 229
Creating a successful blogp. 229
Tips and rules 10.4:10 steps for a successful blog seriesp. 230
Reading blogs for digital writing tipsp. 230
Editing: Charlie Hopper's tips to cut copyp. 231
Advice from the pros 10.5: Andy Beal's top blogging tipsp. 232
Useful info 10.6: Top copy-specific blogs from "top copywriting sites"p. 233
Looking into blogs for ad agenciesp. 234
Learning blogging tipsp. 234
Learning the rules of guest bloggingp. 235
Revealing more bloggers' observationsp. 235
Looking at online versus print articlesp. 237
Useful info 10.7: Social media ethical issue termsp. 239
Reviewing digital writingp. 240
Checklist 10.8: Blogging checklistp. 240
Creative blogging exercisesp. 240
Notesp. 241
The Online Word: Websitesp. 242
Considering different types of digital directionsp. 244
Examining a site with straightforward copyp. 244
Scripts and examples 11.1: Where we come fromp. 244
Looking at copy on two digital agency sitesp. 245
Examining a humorous sitep. 249
Understanding SEO as a writerp. 249
Advice from the pros 11.2: Derek Cromwell's website copywriting tipsp. 250
Staying current about SEOp. 251
Useful info 11.3:24 awesome SEO blogs everyone should readp. 251
Learning digital media from online expertsp. 253
Advice from the pros 11.4: Alessandra Lariu's digital writing tipsp. 254
Useful info 11.5: Common Internet termsp. 257
Checklist 11.6: Online writing checklistp. 262
Creative online writing exercisesp. 262
Notesp. 263
The Buzz Word: Interactive Engagement, Social Media, Viral Marketingp. 265
Understanding interactivityp. 266
Asking: what's the point of interaction?p. 266
Considering sendable campaignsp. 267
Asking consumers to share their storiesp. 267
Thinking about interactivityp. 268
Creating other ways to use interactivityp. 270
Discovering how to create buzzp. 274
Creating buzz with viral marketing/word of mouthp. 276
Asking why you respondedp. 279
Understanding when buzz goes wrongp. 280
Looking at social networking: Facebook, Twitter, and morep. 281
Communicating online is similar to other mediap. 283
Advice from the pros 12.1: Three digital writing tips from Peter Sena IIp. 284
Watching new mediap. 284
Using new media for marketing messagesp. 285
Using social media to create viral reactionsp. 286
Designing games to recruit staffp. 286
Final interactive media checklistp. 286
Creative interactive exercisesp. 287
Notesp. 287
The Multimedia Word: Integrated Campaignsp. 289
Developing ideas that spin outp. 290
Thinking about how small-space writing differs from other mediap. 293
Creating messages that move from one medium into anotherp. 294
Thinking about multimedia from the beginningp. 297
Checking that you're writing for the eye, ear, and imaginationp. 297
Reminding consumers of the benefits in all mediap. 298
Including target-specific ambient and interactive advertisingp. 299
Being irreverent can create unforgettable messagesp. 300
Creating a new approach to a normally stuffy categoryp. 301
Learning Charlie Hopper's media-focused writing tipsp. 302
Advice from the pros 13.1: Hopper's top writing tipsp. 303
Gaining some insights into how Crispin Porter + Bogusky thinkp. 304
Looking at more multimedia campaignsp. 304
Scripts and examples 13.2: Mount Sinai, :60 radio, "Two-Year-Old"p. 307
Single medium campaignsp. 307
Checklist 13.3: Multimedia writing tips checklistp. 310
Multimedia messaging exercisesp. 311
Notesp. 312
The Global Word: Multicultural and International Campaignsp. 314
Revisiting universal truths as a core messagep. 315
Writing for hispanic marketsp. 316
Using global truths for today's diverse marketp. 318
Advice from the pros 14.1: Five writing tips from George L. San Josep. 346
Creating international campaignsp. 347
Seeing how concepts move into other marketsp. 347
Taking a tagline into other countriesp. 347
Changing consumer behavior with funp. 357
Reaching out with on-the-go solutionsp. 358
Using the digital world to go globalp. 359
Observing international campaignsp. 360
Advice from the pros 14.2: Three tips for writing to biculturals from Carlos Meneridezp. 361
Checklist 14.3: Multilingual and multicultural writing tips checklistp. 361
Multilingual and international messaging exercisesp. 362
Notesp. 364
Suggested Readingp. 365
Indexp. 368
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