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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

      .

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