Copywriting is the act of selling words.
The taking of commercial base desires of
Clients and fashioning them into ideas that resonate with consumers ie.
Transforming what the Client wants into what the consumers want (I hope I am
correct there but that is how I see it)
- Copywriting helps create differences that make
brands worth something.
Certain myths guard this profession and these are some of
them:
1.
You need to be a literary genius
2.
The longer the copy, the better
3.
Copywriters can just copy
4.
Only drunk, tortured and high people are capable
of copywriting
5.
Grammar is everything: Here I pause and add another sentence ‘Learn
the rules enough to know when to break
them’
 |
| A homeless ad for Vitae |
And copywriting also has some unwritten laws. Seyi shared
some of them with us.
1. Say one thing and one thing only (beware of
Clients who want you to incorporate a USP, a feature and a call to action in
one material, lol). Please watch this absolutely beautiful bic razor ad as an
example of one message beautifully communicated.
2. Use six words or less (I must say though that
this doesn’t always work out right so beware)
3. Show empathy.
4. Don’t imply, say it (this brings to mind the
fact that guys don’t take hints – whether subtle or obvious. I’d love to know
if you all agree with me but I am speaking from experience here). DO NOT HINT!
SAY IT!
What better example than the
Guinness Power of Naija campaign
5. Tell a story
Final words, Copywriting
is more than writing, it is the act of thinking.
And just for fun, here is a last TVC.
What is copywriting to you?
Barbara
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