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Creative Writing (Copywriting)

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    • #4880
      Saket Kumar SinghSaket Kumar Singh
      Keymaster
      @saket

      Write your main takeaways from the class “Creative Writing (Copywriting).” Don’t refer to or get influenced by what and how others have written. Rather, recall the concepts discussed in the class and write them in your words. Focus on key concepts or things you learned and how you will implement the same to transform your writing style.

       

      Don’t use bullet points. Write in paragraph form. Your content should have at least 150 words.

       

      All the best!

    • #4939
      Anju BahlAnju Bahl
      Participant
      @anju

      Key Takeaways From Class dated 25th August 2019

      Topic—-Copywriting/Creative Writing
      Copywriting is an act of writing for marketing or advertising purposes. Whereas Copyrighting is a legal action that protects “intellectual goods”.Fiction is also a part of creative writing.A piece of content that is used in ads is called “copy ”or “ad copy”.Writers who have developed an expertise in copywriting are called copywriters.
      Copywriting engages the readers,builds brands,sells products,and makes a difference.It is defined as strategically delivering words to compel a reader to take predefined action.It is a combination of logic,psychology and creativity.It can include any “creative writing” with a “purpose”.That purpose can be “engaging or hooking”the reader,compelling them to perform an action,sales conversion,spreading awareness or building trust.An average writer writes.A copywriter crafts.
      Agenda
      Buyer’s Journey,Goals and Objectives of Advertising,Crafting of Message for Visibility,Crafting a Message for Sales or Lead Generation.Finally Adapting Your Copy for various digital ads like Google Ads,Facebook,Twitter,Native Ads,Web Content,Landing Page,Newsletter Subscription,Email,Call to Action etc.
      Basics of Advertising followed by Writing of an Ad Copy were also discussed.Crafting the Message is of prime importance.A well crafted copy is always crisp,precise,compelling and interesting,informative and ends up with a call to action.
      A case study of BMW pre owned cars was taken up.AIDA MODEL was taken up.It means Attention,Interest,Desire,Action.Vodafone Zoozoo Campaign was discussed where main objective was on brand building.
      Writing an ad copy depends on the objective,medium and the target audience.If you are writing for visibility your focus should be on the Big Idea.Quick tips to generate ideas involves a study about the competitors,discovering the core of their market strategies.We can take ideas from other ad campaigns,take the opposite view and then short list two- three ideas,then pick up the best one.Then experiment.Crafting a copy for Sales or Lead Generation has a different process.
      An Ad Copy includes a Headline,a Sub Headline,First line,Last line then Call to action.
      Essentials of Headlines and the purpose to create attention grabbing headlines were explained.Use of Thesaurus was recommended for finding synonyms.Writing an Email copy with all the steps involved was discussed.

    • #5019
      Aarti MahanaAarti Mahana
      Participant
      @aarti

      Key take aways from the class held on 8th September.Our class started again in with an introduction.In the second class we learnt about how can we make our content to be original. For that purpose we need to follow certain rules.Firstly, Avoid uasage of wordy dsentences,as it makes the meaning tedious. Also, the quality of sentence should be retained.A good writing must be dense and concise.secondly, Awkward sentences makes content boring,so it should be avoided.To ascertain a problem we should read aloud.Than, verbs like is , are, was should be avoided.The verb power enhances its value in a sentence.Afterwards, we learned More emphasis should be made on Active voice than passive voice. Fifthly,Capitilisation of letter with first letter should be there.The us age of simple tense can make content more meaningful than perfect tense.modifiers is a clause, phrase or a word which qualify another word.We learned that users write modifiers incorrectly leading to inappropriate form of sentences.The dangling modifiers is a word, phrase,clause describe something which has been left out with a sentence and Misplaced modifiers pls Ed too far..

      .

    • #5272
      Ankita SinghAnkita Singh
      Participant
      @ankitasingh-11

      Take away a from Copy writing/ Creative writing Class

      Copy writing is an act of writing for marketing or advertisement purpose. It is different from copyrighting which is legal action that protects “intellectual goods”. Fiction is also a part of creative writing. A piece of content that is used in Ads is called “copy” or “Ad copy”. Writers who have developed an expertise in copy writing are called copy writers. Copy writers uses very few words for impactful message and writes for selling all types of products such as selling ideas, concepts, making connect with the people.
      Advertising and brand communication is different. Ads and brands can influence buyers decision making. As a copywriter when ask to write something one should remember what is the objective that is trying to attain. Advertising works on AIDA model which is A-Attention, I- Interest, D- Desire and A- Action. Broad Objective of any advertisement is visibility/awareness and Sales/Lead generation. Before sales happens creating visibility and goodwill of the product is important. Focus on building brand first. Strike the balance between visibility and sales/lead generation. To create brand premium price should be charged. Whenever start writing Ad copy always think of the buyer, whether it is for visibility or lead generation. Copywriters always crafts the sentences. Sentence should be crisp, precise, compelling to interest, information and call to action. Message give should be so impactful that is connect with large number of people.
      Get the big idea first and then focus on 2-3 ideas and see which one works best and later on focus on which one works best. Invest time and money for that idea. Quick tips to generate idea is to do Industry research, discover the core of the marketing strategy, take the idea from industries/ Ad campaigns, take the opposite view and modify it as per your brand requirement. Sometimes contemporary ideas should be used to promote things that are there in the market. Writing for Lead generation/ Sales focus on benefits and features. Have to made separate ads for sales generation and visibility/awareness for effectiveness. Crafting the message following elements of Ad copy should be considered head line, subtitles, first line, last line and call to action. Headline should be strong, authoritative and action oriented. Maximum length should be 8-10 words. Focus on verbs, no adverbs, avoid adjectives, minimum number of prepositions. Not use words usually, generally. Headline should be attention grabbing. Use thesaurus.com for effective words. To find synonyms use google.
      For sales/lead generation focus on key benefits, create a sense of urgency, make a promise, support your claims with evidence, give offer/discount, Avoid descriptive content and write a clear call to action. In advertisement ads disclaimer. While writing legal blogs one should make sure advertising should not be there because it is not allowed. Buffer.com is tool to manage social media sites. Words limit should be followed. Provide an offer visitor can’t refuse. Make it skimmable. Insert keywords. Write an email, promotional email to prospective business owner promoting your content writing services.

    • #5307
      Anil MehtaAnil Mehta
      Participant
      @anilmehta

      Key takeaway from Class 3, Batch #26

      What & How of Copywriting
      Key Takeaways from Class 3 held on Sept 29, 2019,

      Copywriting is part of business writing. The focus of business writing is to persuade reader to do something. The content of an ad is called “Ad Copy”or “Copy”.

      Copywriting serves many purposes. It creates awareness, attracts attention, hooks the reader, and sells a product. It also makes money for the copywriter.
      A product has no value unless consumers know about its existence and the value it can bring for them. All that the Brands do is to create value of their products. Advertising is a major component of brand building exercise for any brand.

      An advertiser job is to influence buyers’ decision. A buyer’s journey can be explained by the AIDA model. The journey comprises of Attention, Interest, Desire, and Action. The objective of advertiser is different at each stage of AIDA. It starts from creating visibility and making consumers aware of the product’s existence. The final objective is to generate sales lead and effect sale of the product. So, Copy for each stage of AIDA is different.
      Reach and Awareness are the advertisers’ goals for visibility. The goal of an ad for sales lead or sales, is to bring consumers close to buying the product. This is measured by the sales enquiries received from consumer side, besides the actual sales.

      Writing an ad copy is different from an average writing. “An average writer writes, a Copywriter crafts.” A well-crafted copy is always Crisp – less number of words and straight forward. It is Precise – no beating about the bush. It is compelling and interesting – hooks the reader and satisfies his urge for good reading experience. It is Informative – educates the reader with information valuable for him. Finally it calls to action – guides, or sometimes compels the reader to take an action.

      Crafting a copy for visibility / branding focuses on The Big Idea to catch consumers’ attention and imagination. It should offer something better and different to break the status quo. The big idea can be about Social message / challenging beliefs, Spirituality / inspiration, Environment, Emotion/ fear, Sexuality, Education, Entertainment, or Outrageous numbers. The big idea (story) should connect directly with the product. It should be relevant as well, for the target audience.

      Ideas for visibility / branding can be generated by researching competitors and industry leaders across the world. Discovering core of their marketing strategies can give ideas for our campaign. Study of other unrelated industries and advertising campaigns can also generate ideas. Sometimes, exploring the view opposite to the contemporaries, and modified with own brand vision, also leads to a unique big idea. Shortlist 2-3 ideas, pick up the best one, and experiment.

      Crafting a copy for sales lead / generation focuses on benefits, features, emotions, and inducing the consumer to act. Always promise something to consumer. It could be value for money (in quantitative terms), beauty, health, relief from suffering, social status, and so on.
      The process of crafting a copy for sales lead generation begins with researching strategies adopted by competitors and industry leaders. List features & benefits of your product, put yourself in customer’s shoes and see if you will buy the product on offer. Pick up the most prominent benefits to highlight in your copy. Or choose the most important pain point that your product can address. Experiment and test response to your copy.

      A well-crafted copy for sales lead consists of a short, strong, authoritative, and action oriented Headline. Pick a big idea, benefit, or feature of the product to create attention grabbing headlines. Write 2-3 lines describing the benefit or features. Type your phrases on Google to find more relevant ideas. Use of strong verbs, active voice, avoiding adverbs, using only powerful adjectives, minimum usage of prepositions, makes the copy effective. In addition, remove unnecessary or obvious words. Use http://www.thesaurus.com to find strong synonyms. Keep refining until you get a fantastic headline.

      Write core ideas in the Sub Titles. Sub Titles make the copy skimmable.
      First Line of the content conveys the important idea behind the copy. The Last Line asks readers to take action. Create a sense of urgency for the target to take an action. Call to action guides the reader what to do next.
      Thus, an effective sales lead / generation ad copy focuses on key benefits of the product, creates a sense of urgency for the target to act, makes a promise, supports your claims with evidence, and offers discounts, if part of sales strategy. A minimum descriptive content and a clear call- to- action is one of the success mantras.

      Digital marketing has emerged as a popular marketing space today. Writing for different digital formats like Google, Facebook, and Linkedin, provide great advertising opportunities. In view of restriction on number of words and characters, copywriting puts in denser value in digital ads than in normal writing.

      A Standard Web Content consists of upto 3 headlines (for sliders) of 5-7 words each. The Web copy consists of 250 -300 words. It is a combination of feature description and sales pitch. It capture readers’ attention in very first line, so as to induce further reading. Skimmable content makes it better readable. In view of word limitation, eliminate words like therefore, thus, and so on, from the copy. Provide an offer visitors can’t refuse. Introduce keywords for better chances of capture during search. The Last line imparts recall value to the copy, as the reader moves to other websites.

      Sites such as Google Ads and Facebook Ads have their guidelines that put limit of characters for different parts of the structure of the copy. Google Ad typically contains header 1|Header 2, separated by a Separator. Both H1 & H2 have character limit of 30. Extra characters just don’t get accepted. Headers are followed by Description.

      Company websites also try to keep in touch with customers through newsletter subscription. We have to provide a compelling reason to inspire the reader to share his contact details with us. This gives us chance to periodically connect with the customers and direct our promotional information at them. Experimenting with different headlines and content helps.

      Sometimes advertising is done through blank e-mails. Copy for email ad contains 100-150 words. Write subject line in 5-7 words. Address the recipient using personalized salutation. Introduce the subject in 10-20 words. List Services offered in 2-3 lines or bullet points. State the Process of how to get started in 1-2 lines. Offer relevant samples or say samples on request. State Commercial Terms and provide contact details. Conclude by Call-to-action.

      Each student created his or her free WordPress account in the class. Publishing our writing is as important as writing it. We can post on different websites individually, or by using a productivity tool like “Buffer”. It has a common dashboard which can be used to post the same content on different websites.

    • #5325
      shaloo ahujashaloo ahuja
      Participant
      @shalooahuja

      .

      • This reply was modified 3 months, 3 weeks ago by shaloo ahujashaloo ahuja.
    • #6001
      Pankaj KumarPankaj Kumar
      Participant
      @pankaj-spn

      The main takeaways the content writing class are:
      The difference between copywriting and copyrighting: Copywriting is the act of writing for marketing or advertising purpose whereas copyrighting is the legal action that protects “Intellectual goods”.
      We learned the basics of advertising, how to write an Ad copy, various elements of an Ad copy and writing for various Digital formats. The model which is being followed in advertising is AIDA which stands for A-Attention, I-Interest, D-Desire, and A- Action.
      The basic objective of an Ad to be visible / create awareness which would increase sales/ lead generation. The visibility can be created through Reach, Awareness, Recall, Number of website visitors and Engagement (Like, share and comments, etc.). Likewise, the sales/lead generation can be generated through sales, lead, subscription, user registration, Ad clicks, download, install, etc.
      While writing for visibility, the focus should be on the big idea and for lead generation/sales focus on benefits and features. The various elements of an Ad copy include Headlines, Sub-titles, First line, Last line, and Call-to-Action. The writing for various digital formats includes Website/Content/Landing Pages, Google Ads, and Facebook Ads.

      • This reply was modified 1 month, 3 weeks ago by Pankaj KumarPankaj Kumar.
    • #6027
      Debmitra DasDebmitra Das
      Participant
      @debsomadas

      This session was all about copywriting or creative writing. A brief introduction to copywriting. Copywriting is an act for marketing or advertisement purposes. It engages the readers, builds brands, sells products and makes a difference.

      Copywriting agenda would be, a buyer’s journey, the objective of ad, crafting a message for visibility and sales, adapting copy for various digital ad formats. The message has to be crisp, interesting, informative and calls on the action. For visibility/branding we should focus on big ideas. Lead generation focuses on benefits, features, emotions, and calls to action. A detail discussion on both factors.

      While crafting message one should follow the following steps headline, sub-titles, first line, last line and call for actions. Max 8-10 words in the headline. A headline should grab attention. A detail discussion on all the steps.

      A detail discussion on various digital formats like Website Content, Google Ads and Facebook Ads.

    • #6041
      Hari PrasadHari Prasad
      Participant
      @hariwiz

      KEY TAKEAWAYS FROM ‘CREATIVE WRITING’ SESSION for Batch 029:

      This session was to understand the basic concepts of Creative Writing.
      The copywriter is one who creates content with a purpose. Here, the important point to understand is that, ‘A writer writes but a copywriter crafts’
      Copywriters play an important role in market strategy – they produce the content that induces the buyer. The AIDA model is used to prepare content. AIDA represents the different stages:
      A – Attention
      I – interest
      D – Desire
      A – Action

      Different content has to created for each of these stages.

      One advertisement has one idea. The Advertisement content will have two objectives:
      1. Visibility and Awareness
      2. Sales/Lead Generation

      Visibility determines the reach and creates awareness which will lead to brand recall.
      Sales/lead generation should lead to further referrals and subscriptions

      II – WRITING AN AD-COPY:

      When writing ad-content, the following must be kept in mind:
      1. Objective – or purpose of the ad
      2. Medium – how it is going to reach the target audience
      3. Target audience – who is the ad meant for.

      III – CRAFTING the MESSAGE:
      A well-crafted message should be:
      a) Crisp
      b) Precise
      c) Compelling and Interesting
      d) Informative
      e) Call-to-action

      IV – WRITING for VISIBILITY:
      The content must focus on the big idea. It should:
      1. Inspire
      2. Carry a social message
      3. Should induce emotion or fear
      4. Educate
      5. Entertain
      6. Use sexuality effectively (without being vulgar)
      7. Get outrageous numbers

      The next topic of the day was on “Quick Tips to Generate Ideas”
      Some tips are:
      1. Research competitors – your idea can be the opposite (Ex: Pepsi and Coke)
      2. Discover the core of their marketing strategies
      3. Take ideas from other industries
      4. Take the opposite view and modify as your brand
      5. Shortlist 2 -3 ideas
      6. Pick the best one
      7. Experiment (with the idea)

      The topic that followed was on: WRITING FOR LEAD
      Here we need to focus on the benefits
      The process:

      1. Research the competitors
      2. Put yourself into the customer’s shoes
      3. Pick up the most important benefits or features (very important)
      4. Test and Experiment

      For Headlines:
      1. Write strong authoritative headlines; start with a verb
      2. Max 8 – 10 words
      3. Focus on strong verbs
      4. Use active verbs (not passive)
      5. Do not use adverbs
      6. Avoid adjectives as far as possible
      7. Use minimum prepositions

      Dos and Don’ts of Ad-Copy:

      1. Focus on key benefits
      2. Create a sense of urgency
      3. Make a promise
      4. Support your claims with evidence
      5. Avoid descriptive content
      6. Write a clear call-to-action

      The last topic was on “How to Adapt for Different Media”

      1. Website Landing Page is very important – it is the MOMENT OF TRUTH – the first interaction with the potential client
      2. Create 3 headlines of 5 – 7 words each
      3. Web-copy should be of 250 – 300 words
      4. It should be a combination of features and sales pitch
      5. It should provide an offer they can’t refuse
      6. Make it skimmable
      7. Add keywords
      8. It should look authentic

      An ad for the web should pass the Google-AD test of 3 sec. This means, that the viewer should like the Ad in 3 seconds

      Facebook Ads should contain 30 characters in the headlines, and upto 60 characters in the next and

    • #6044
      Dimple VermaDimple Verma
      Participant
      @dimplev

      Given below are my key takeaways from Session 3 held for Batch 029 on 01 Dec 2019.

      Copywriting involves the creation of content to pitch a brand. It aims to sell an idea and compel the reader to take a predefined action. Many concepts used in copywriting may not be relevant in the field of fiction writing.

      While developing a market strategy, copywriters use the AIDA model to capture a buyer’s journey from the perspective of a copywriter. The acronym AIDA represents the different stages that a buyer goes through, i.e. Attention, Interest, Desire, and Action. We create different content for each of these stages.

      An ad copy serves two purposes:
      a) Create visibility/awareness of a brand. Here the focus is on the big idea that I want to sell to my audience to develop brand recall.
      b) Result in sales/lead generation. Here the focus is on the benefits/features of the product, the emotions that the ad copy will evoke in the audience, and how to compel my audience to take action.

      While writing an ad copy I need to take into consideration:
      a) the aim for creating the advertisement,
      b) the advertisement medium, and
      c) the target audience for the advertisement

      I must remember that “An average writer writes. A copywriter crafts.” This will help me to write a copy that is crisp and precise, compelling and interesting, informative, and compels my audience to take action.

      When writing for visibility I must think up that big idea that I want to sell. My big idea can be an inspirational or a motivational message, a social message that challenges beliefs, education, sexuality, entertainment and so on. There are some quick tips that I can use to generate ideas.

      When writing for lead generation and sales, I must focus on the benefits and features of the brand/product that my copy is endorsing. The process of crafting for sales/ lead generation involves:
      a) Researching my competitors,
      b) Listing the features and benefits of the product,
      c) Thinking from the perspective of my customer and addressing their key pain points, and
      d) Experimenting with my ideas and testing them.

      The different elements of an ad copy are the headlines, sub-titles, first line, last line, and call-to-action.

      I can now identify the process to create attention-grabbing headlines. Also, I must keep in mind the following rules to craft headlines:
      a) Do not exceed 8 to 10 words
      b) Write strong authoritative action-oriented headlines. Use strong verbs; in web-content always start with a verb
      c) Always use active voice
      d) Do not use adverbs
      e) Avoid adjectives (If required, use powerful adjectives)
      f) Keep prepositions to a least

      The contents of an ad copy are the sub-titles, first line, last line, and a relevant call-to-action.
      There are some do’s/don’ts for writing a sales/lead generation ad copy:
      a) Focus on key benefits
      b) Create a sense of urgency
      c) Make a promise
      d) Support your claims with evidence
      e) Give offers/discounts
      f) Avoid descriptive content
      g) Write a clear call-to-action

      We need to adapt our ad copy content for various digital formats. These are website content/landing pages, Google ads, and Facebook ads. Remember that website content or the landing page(s) is the first moment of truth and a test of authenticity. Google ads must pass the 3 seconds test. The ad must attract the attention of my audience within 3 seconds and compel them to explore the product.

    • #6046
      nilja patelnilja patel
      Participant
      @npatel

      I have found this creative writing class very much interesting and fruitful.It’s hilarious that i was thinking the same what sir has cleared at the starting of the class ” ad copy and copywriting does not mean to copy from somewhere and paste.”so,now my point is clear and have gain tremendous knowledge about copywriting.
      we have given the idea about crafting a message which is in five parts i.e. headline,subtitles,first line,last line,call to action.The important parts of writing a catchy headline are : write strong,authoritative,action oriented headlines.shorter,focus on verb,use of active voice,don’t use adverb and adjectives,and lastly minimum number of preposition.Also, we learnt the process to create attention grabbing headlines knowledge.we have told the dos and don’ts for the sales/ lead generation about ad copy.Based on this class we have given the assignments of ad copy to complete.
      nilja patel

    • #6084
      Aarti VishwakarmaAarti Vishwakarma
      Participant
      @aartiwrite24

      KEY TAKEAWAYS of ECT class held on 01st December 2019. The Class gave Saket sir and the topic was copywriting/creative writing. I was curious to know what is copywriting ? That day I got to know with a sentence and that sentence was “An average writer writes. A copywriter craft.” we started with definition copywriting is about advertisement writing and marketing. We have learned that copywriting is a combination of logic, psychology, and creativity. Then we read about a copywriter’s story and value of copywriter and their Agenda. Basic of advertising, buyer’s journey that included the AIDA Model. (Attention, Interest, Desire, Action). There are two types of AD objectives. (1) Visibility/awareness and (2) Sales/Lead Generation there thing helps us to learned advertising goals. Writing an AD copy. Ad copy depends on the Goal. Medium, Target Audience. How to focus on big ideas. And crafting the massage step by step then we read about writing for various digital formats that included standard web content, Google Ads, Facebook Ads included an image, video, carousel, collection. We did exercise and discussion.

    • #6106
      kanika chananakanika chanana
      Participant
      @kanikachanana

      Given below are the takeaways from class on 15th Dec, batch 30.

      We learnt about new concepts in the session like:

      1. CAPITALISATION:

      It meant that a proper noun( names of places, ethnic groups , religion, monuments) should be in capital letters. The word after colons should also be in capitals.

      2. WORDY AND AWKWARD SENTENCES:

      Good writing is dense and concise. Wordy sentences on the other hand are empty as they do not add any value. A word should be used as efficiently as money. Awkward sentences are the ones that don’t sound right because it has confusing structures.

      Awkward sentences are fixed by breaking them down into simple sentences.

      3. INTENSIFIERS AND QUALIFIERS:

      Intensifiers are important in spoken English but if we overuse them while writing it can weaken the content eg so,extremely,very.

      Qualifiers are words that indicate the limits of your claim like probably,occasionally,certainly.

      4. NOMINALISATION:

      Always choose verb and not a noun while forming the sentence.

      5.PARALLEL STRUCTURES:

      It refers to using phrases or sentences in the same

      pattern.

    • #6169
      Upasna RaiUpasna Rai
      Participant
      @upasna22

      It pursues the readers with minimum number of words. The purpose is to engage the readers, persuade for taking an action or grabbing attention. It is mainly used in advertising. The advertisers follow buyers from creating interest of search, desire need of buyer or creating urgency by giving offers. This comes under call of action of buyer’s journey. We learned about brand that creates different types of tempt to buyers, lots of buyers come through advertisement.

      We also learned about the Ad objective — Ad visibility goals to reach, aware, brand recall, engagement with like/share/comment.
      Sales/lead generation goals for sales, leads, subscription, user registration, ad clicks and download /installation.
      Writing an Ad copy depends upon objective, medium and target audience.
      Focusing on getting big ideas by inspiring /motivating, social message, emotion, education, sexuality, outrageous numbers and entertainment. We got some tips to generate ideas for researching competitors, discovering marketing strategies, ideas from other industries, opposite views, shortlisting 2-3 ideas and experiment.
      We get to learn about crafting sales/lead generation.

      We also learned about attention grabbing headlines process by picking ideas, writing detailed description, use thesaurus for synonyms, refine the crafts and use numbers/generate curiosity. We learned about dos and don’t.

      Lastly, we learned to write for various digital format by standard web content: using 3headlines, web copy of 250-350 words, combination of feature, providing an offer, making Ir suitable and insert keywords.
      Google and Facebook ads format.

    • #6198
      Vishnu Kant SrivastavaVishnu Kant Srivastava
      Participant
      @vkant

      <p align=” center”>;Takeaway notes on Class 22/12/2019 on Copy-writing …
      </p>;<p align=” justify”>;Copywrite is different from copyright. Copy-writing is a creative writing for marketing and advertisement. Whereas Copyright is legal right for intellectual property. </p>;
      <p align=” justify”>;
      Ad Copy or Copy-writing is a piece of content that the writer crafts for Ads. Copy-writing is a strategy. It delivers contents to compel readers to take a pre-defined action. So, Copy-writing is a creative writing with a purpose. </p>; <p align=” justify”>

      The purpose can be engagement. It can also compel the readers to take an action. These are sale of a product, building trust or spreading awareness.</p> <p align=” justify”>

      Buyer’s Journey : Consumers follow Buyer’s Journey. It is described by AIDA model viz. Attention grabbing (awareness), Interest generating (perception), Desire producing, and Action implementing. We can divide discussion into four parts : </p>

      – Basics of Advertising
      – Writing an Ad-Copy
      – Writing various elements of Ad-Copy
      – Writing for various Digital format

      (1) Basics of Advertising :
      <p align=” justify”> Attention grabbing of readers, viewers or customers is the focus of visibility advertisement. Customer generally recollects items from their branding. So visibility advertisements are different from those meant for producing desire for acquisition. So we can understand two types of Ad-Copy: 1- for visibility/ awareness, 2- for sale / lead generation. </p>
      Visibility Ad-Copy :
      <p align=” justify”> Some examples of visibility Ad-Copy are Shauk Badi Cheez H, Fair & Lovely. To know if an Ad-Copy had served its visibility purpose, we should gather information from survey on the following indicators :
      Reach, Awareness, Recall, Number of websites or visitors accessing the page, and amount of engagement. </p>
      <p align=” justify”> (Liril, Lux, Fair & Lovely, brand becomes brand because of communication & its recall factor.) </p>
      <p align=” justify”> Lot of visualization is required to produce content for grabbing attention.</p>
      Lead generation Ad-Copy :
      <p align=” justify”> Lead Generation Ad-Copy generates interest, desire, or compulsion for an act or product. The ultimate aim is to coerce an action of tangible form (say for sale). Such Ad-Copy are different from visibility Ad-Copy. They are Lead-Generation Ad-Copy. </p>
      <p align=” justify”>
      – Interest and Perceptions are inter-linked. Interest in brand like in Maruti, comes from the general perception that Maruti Cars are affordable and cost effective. Perception develops interest. Despite Maruti wishing to sell premium product at premium price, it is not able to sell under brand name Maruti because of this perception. So it opened another outlet Nexa. Nexa gets strength of brand name Maruti. It also, at the same time, showcases the premium Maruti products. This way a new perception developed. It developed interest for its premium products under Nexa brand.</p>
      <p align=” justify”>
      – Some Ad-Copy take the customer upto desire, while others take upto actions. There are customers who are fence-sitters. Though they are having desire to have product, but do not go into purchasing of the product or performing the desired action asked for. There comes the concept of aggressive marketing. Such Ad-Copy delivers “sense of urgency to create action” on the part of customers. </p> <p align=” justify”>
      Religion is a kind of product like the one, in medicine, giving placebo effect. It is also used for or sold with creating sense of urgency to create action. </p> <p align=” justify”>
      – The impact assessment of “The Lead Generation Ad-Copy” is done on the following indicators : </p>
      Sales, Leads, Subscriptions, User Registrations, Ad-Clicks, Downloads/ installs.

      (2) Writing an Ad-Copy
      <p align=” justify”>
      There are three components of writing an Ad-Copy. They are objective of the Ad-Copy, the medium (where to host), and the target audience. </p> <p align=” justify”>
      If aim is visibility, then there is a need of searching a “Big Idea” otherwise it will pass like ship in the dark night. Big-Idea need not to be big in literal sense but it should be a magnetic one that can attract audience. It can be a small thing also. We can discuss “Big Idea” in a different para. </p> <p align=” justify”>
      Strong promise(s) is different from visibility. Once they are there in Ad-Copy, then the Ad-Copy is generating leads. Vodafone is quite strong in visibility campaign. Visibility campaign and sale campaign are different. In a combo Ad-Copy, one should strike a balance between them. In certain cases only visibility is required like in many govt programs. In some cases visibility & sale combo is required. For example toilet for “Swachchata Abhiyaan” remained a visibility campaign for earlier advertisements. In later years when it is added with provisions of subsidies, it became a sale campaign also. Election Commission Campaigns and WHO campaigns for awareness are visibility campaigns. </p> <p align=” justify”>

      Medium plays an important role for developing an Ad-Copy. An Ad-Copy meant for TV audience, print media, and website or social media for the same product, are different because of the different medium chosen for its hosting. </p> <p align=” justify”>

      Exercise : Write for a 1/4 th of newspaper in year 2008, max of 20 words for pre-owned BMW after sale cars, for visibility advertisement? </p>
      Solution :
      The finest destination for pre-owned BMW cars
      Certified by Pre-Owned BMW
      Have a peace of mind
      Quality Assured
      <p align=” justify”>
      Note : Here we cannot use “Best Price” or “Cost effective product”. As soon as one writes about cost, it becomes a “Lead Generating” Ad-Copy.
      </p>
      (3) Writing various elements of Ad-Copy
      3.1 Big Idea :
      Let us discuss “Big Idea”. Without “Big Idea”, we have difficulty in establishing visibility in Ad-Copy. Big Idea may be ;
      inspiring ( say quotes),
      social (say challenging),
      emotional (say fearful ),
      educational (say sermons),
      sexuality (say fantasizing),
      outrageous ( say having critical numbers),
      or entertaining messages.
      Quick tips to generate such ideas are ;
      to research competitors,
      discover core strategies of industry,
      take out opposite ideas and form them according to your requirements,
      or to experiment a new idea.

      3.2 Elements of Ad-Copy :
      <p align=” justify”> The elements of Ad-Copy are Headline, Sub-titles, First-line, Last-line, and Call-to-action. </p> <p align=” justify”>
      Headline needs to start by a strong action verb. Maximum 8 to 10 words. The shorter it is, the better it is. Use Active voice, and no adverb. Fewer Adjectives, preferably powerful ones, and minimum number of prepositions. Thesaurus.com is helpful for choosing words out of synonym.</p> <p align=” justify”>
      Sub-titles make topic skimmable. Each core idea should get separated by sub-titles. First line concludes the idea along-with contents of subtitle under which this first-line serves. Second-line or Last-line is optional. It creates sense of urgency to take the desired action (aggressive marketing). Call-to-Action is the last element of Ad-Copy, which guides reader what action he has to take. In Ad-Copy descriptive contents are to be avoided. </p>

      (4) Writing for various Digital format
      <p align=” justify”>
      Headlines, sub-titles, First-line, Last-line, and call-to-action are five elements of Ad-Copy </p> <p align=” justify”>
      They vary in their numbers and length in different formats. If it is a digital platform, the restrictions are stringent. </p>
      Web-Contents
      Headlines can be from 1 to 3, five to seven words each;
      Web-Content 250-350 words.
      Google Ads
      Headlines can be from 1 to 3, maximum 30 characters each;
      Subtitles or Descriptions- maximum two, 90 characters Takeaway Key notes on the Introduction to Content Writing each;
      Path description- maximum two, fifteen characters maximum each.
      Images should not have more than 20% of text in it.
      Facebook Ads
      Text 3 lines maximum (125 characters)
      Headlines – 25 Characters
      Link description – 30 Characters
      Images should not have more than 20% of text in it.

      Please note : Ad-Copy is a addictive.

      Note :
      App that are useful are :
      Buffer App
      Thesaurus.com
      YouTube channel of ECT content writing
      Platform that is helpful
      Instagram

    • #6199
      Vishnu Kant SrivastavaVishnu Kant Srivastava
      Participant
      @vkant

      Takeaway notes on Class 22/12/2019 on Copy-writing …
      Copy-write is different from copyright. Copy-writing is a creative writing for marketing and advertisement. Whereas Copyright is legal right for intellectual property.
      Ad Copy or Copy-writing is a piece of content that the writer crafts for Ads. Copy-writing is a strategy. It delivers contents to compel readers to take a pre-defined action. So, Copy-writing is a creative writing with a purpose. The purpose can be engagement. It can also compel the readers to take an action. These are sale of a product, building trust or spreading awareness.
      Buyer’s Journey : Consumers follow Buyer’s Journey. It is described by AIDA model viz. Attention grabbing (awareness), Interest generating (perception), Desire producing, and Action implementing. We can divide discussion into four parts :
      – Basics of Advertising
      – Writing an Ad-Copy
      – Writing various elements of Ad-Copy
      – Writing for various Digital format
      (1) Basics of Advertising :
      Attention grabbing of readers, viewers or customers is the focus of visibility advertisement. Customer generally recollects items from their branding. So visibility advertisements are different from those meant for producing desire for acquisition. So we can understand two types of Ad-Copy: 1- for visibility/ awareness, 2- for sale / lead generation.
      Visibility Ad-Copy :
      Some examples of visibility Ad-Copy are Shauk Badi Cheez H, Fair & Lovely. To know if an Ad-Copy had served its visibility purpose, we should gather information from survey on the following indicators : </justify> </p>
      Reach, Awareness, Recall, Number of websites or visitors accessing the page, and amount of engagement
      (Liril, Lux, Fair and Lovely, brand becomes brand because of communication and its recall factor.)
      Lot of visualization is required to produce content for grabbing attention.
      Lead generation Ad-Copy :
      Lead Generation Ad-Copy generates interest, desire, or compulsion for an act or product. The ultimate aim is to coerce an action of tangible form (say for sale). Such Ad-Copy are different from visibility Ad-Copy. They are Lead-Generation Ad-Copy.
      – Interest and Perceptions are inter-linked. Interest in brand like in Maruti, comes from the general perception that Maruti Cars are affordable and cost effective. Perception develops interest. Despite Maruti wishing to sell premium product at premium price, it is not able to sell under brand name Maruti because of this perception. So it opened another outlet Nexa. Nexa gets strength of brand name Maruti. It also, at the same time, showcases the premium Maruti products. This way a new perception developed. It developed interest for its premium products under NEXA brand.
      – Some Ad-Copy take the customer upto desire, while others take upto actions. There are customers who are fence-sitters. Though they are having desire to have product, but do not go into purchasing of the product or performing the desired action asked for. There comes the concept of aggressive marketing. Such Ad-Copy delivers “sense of urgency to create action” on the part of customers.
      – Religion is a kind of product like the one, in medicine, giving placebo effect. It is also used for or sold with creating sense of urgency to create action. – The impact assessment of “The Lead Generation Ad-Copy” is done on the following indicators
      Sales, Leads, Subscriptions, User Registrations, Ad-Clicks, Downloads/ installs.
      (2) Writing an Ad-Copy
      There are three components of writing an Ad-Copy. They are objective of the Ad-Copy, the medium (where to host), and the target audience. </p>
      If aim is visibility, then there is a need of searching a “Big Idea” otherwise it will pass like ship in the dark night. Big-Idea need not to be big in literal sense but it should be a magnetic one that can attract audience. It can be a small thing also. We can discuss “Big Idea” in a different para.
      Strong promise(s) is different from visibility. Once they are there in Ad-Copy, then the Ad-Copy is generating leads. Vodafone is quite strong in visibility campaign. Visibility campaign and sale campaign are different. In a combo Ad-Copy, one should strike a balance between them. In certain cases only visibility is required like in many govt programs. In some cases visibility & sale combo is required. For example toilet for “Swachchata Abhiyaan” remained a visibility campaign for earlier advertisements. In later years when it is added with provisions of subsidies, it became a sale campaign also. Election Commission Campaigns and WHO campaigns for awareness are visibility campaigns.
      Medium plays an important role for developing an Ad-Copy. An Ad-Copy meant for TV audience, print media, and website or social media for the same product, are different because of the different medium chosen for its hosting.
      Exercise : Write for a 1/4 th of newspaper in year 2008, max of 20 words for pre-owned BMW after sale cars, for visibility advertisement? </justify> </p>
      Solution :
      The finest destination for pre-owned BMW cars
      Certified by Pre-Owned BMW
      Have a peace of mind
      Quality Assured

      Note : Here we cannot use “Best Price” or “Cost effective product”. As soon as one writes about cost, it becomes a “Lead Generating” Ad-Copy.

      (3) Writing various elements of Ad-Copy
      3.1 Big Idea :
      Let us discuss “Big Idea”. Without “Big Idea”, we have difficulty in establishing visibility in Ad-Copy. Big Idea may be ;
      inspiring ( say quotes),
      social (say challenging),
      emotional (say fearful ),
      educational (say sermons),
      sexuality (say fantasizing),
      outrageous ( say having critical numbers),
      or entertaining messages.
      Quick tips to generate such ideas are ;
      to research competitors,
      discover core strategies of industry,
      take out opposite ideas and form them according to your requirements,
      or to experiment a new idea.

      3.2 Elements of Ad-Copy :
      The elements of Ad-Copy are Headline, Sub-titles, First-line, Last-line, and Call-to-action.
      Headline needs to start by a strong action verb. Maximum 8 to 10 words. The shorter it is, the better it is. Use Active voice, and no adverb. Fewer Adjectives, preferably powerful ones, and minimum number of prepositions. Thesaurus.com is helpful for choosing words out of synonym.
      Sub-titles make topic skimmable. Each core idea should get separated by sub-titles. First line concludes the idea along-with contents of subtitle under which this first-line serves. Second-line or Last-line is optional. It creates sense of urgency to take the desired action (aggressive marketing). Call-to-Action is the last element of Ad-Copy, which guides reader what action he has to take. In Ad-Copy descriptive contents are to be avoided.
      (4) Writing for various Digital format
      Headlines, sub-titles, First-line, Last-line, and call-to-action are five elements of Ad-Copy
      They vary in their numbers and length in different formats. If it is a digital platform, the restrictions are stringent. </justify> </p>
      Web-Contents
      Headlines can be from 1 to 3, five to seven words each;
      Web-Content 250-350 words.
      Google Ads
      Headlines can be from 1 to 3, maximum 30 characters each;
      Subtitles or Descriptions- maximum two, 90 characters Takeaway Key notes on the Introduction to Content Writing each;
      Path description- maximum two, fifteen characters maximum each.
      Images should not have more than 20% of text in it.
      Facebook Ads
      Text 3 lines maximum (125 characters)
      Headlines – 25 Characters
      Link description – 30 Characters
      Images should not have more than 20% of text in it.

      Please note : Ad-Copy is a addictive.

      Note :
      App that are useful are :
      Buffer App
      Thesaurus.com
      YouTube channel of ECT content writing
      Platform that is helpful
      Instagram

    • #6295
      Anushri SaxenaAnushri Saxena
      Participant
      @asaxena

      Creative writing:

      The term is creative writing or copywriting. Although fiction too is a form of creative writing but we focused on the creative writing applied in business called ‘Copywriting’. By definition, copywriting is an act of writing for the purpose of selling/marketing where the attempt is that the consumers make a favorable opinion about the product and end up buying the product (sale conversion).

      Copywriters are those who write advertisement content for brand building. Their main emphasis is to build trust, engage readers and compel them to take a specific action in favor of the product.

      The role of the copywriter can be summarized in 1 sentence “An average writer writes, a copywriter crafts”. It is a craft of writing a strong message in fewer words.

      Many people write but only those succeed who have the ability to publish their work. It is important to create an audience base that is majorly hooked to the message of the content.
      As a starting exercise, we were made to do an activity called ‘Brand Recall Factor’ where we were asked to recall a few products of certain categories like soaps/ biscuits/car models. This activity helped us to realize the communication strategy of the advertisers which attacks the psyche of the consumers.

      Saket sir then educated about the consumer’s buying behavior depicted in the Buyer’s journey in the form of the AIDA model.

      A= Attention. Creating a recall factor and grabbing their attention.
      I= Interest. Showcase the significance of the product to the consumers and develop their interest.
      D= Desire. Show the consumers a compelling need about the product and establish an urge to buy it.
      A= Action. Show them the urgency to buy the product. Like a limited period offer.

      He then made an important point by telling us that there are two types of ad campaigns: Visibility and Lead Generation/Sales. The purpose of each completely depends on the vision/goal of the company. Companies with long term goals and a mission to leave an impression in the minds of consumers focus more on visibility. However, startups should focus both on visibility and lead generation; they should have adequate funds to sustain the visibility campaign effects.

      We were told how to write an effective ad copy, what are the parameters and in which aspect to focus most. A successful copywriting job entails holding the nerves or touching the pain points. The key is to focus on the big idea for visibility and on the benefits for lead generation.

    • #6431
      Nidhi MadanNidhi Madan
      Participant
      @nidhi

      My takeaways from class no. 4 (January 26, 2020)

      In yesterday’s class, we learned copywriting concepts. An organization’s sales and visibility depend on its consistent communication strategy.

      A copyright ad must include a message to enhance its sale as well as it’s visibility. We were given an example of BMW used cars, which had two types of ads. One had a pure intention of visibility, whereas the other one was related to sales.

      The methodology for writing a copywriting ad was taught. A copyright ad must have a clear objective, medium to disseminate information, target audience information.

      A copyright ad must have a ‘big idea’ I.e. information to which a large number of people can relate to eg: adding a human emotion to your story.

      Details for crafting the message were taught. Headlines of an article must start with an action-oriented verb. The usage of adjectives must be avoided.

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