This document discusses various aspects of copywriting and naming. It covers topics like what copywriting is, elements of copy, writing copy for different channels like brochures and websites, and naming strategies. Some key points include: - Copywriting involves crafting compelling written content to promote products and services. - Effective copy has strong headlines, body text, and taglines that engage the audience. - Writing for different channels requires tailoring the copy to that format, like ensuring web copy is clear, concise, and engaging. - Brochures require storytelling and compelling long-form content to support branding. - Names are an important strategic element and may need to change to align with a company's

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lia s. Associates
BOOKCLUB
Kiss & Sell 94
Chapter 6

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CONTENTS
1. What is Copywriting?
2. Elements of Copy
3. Writing Copy
4. Interactive Channels
5. Brochure and Other Long Forms
6. Names and naming

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What is copywriting?
In this new campaign, Absolut has shifted its focus. The new copy
looks inward with the product itself. Here, the Absolut name is joined
with the word ‘origin’ Origin is a metaphor for ‘purity’. Is purity an
issue for consumer of vodka? The brand makes it one
Absolut: Absolut Origin

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Elements of Copy
Headlines Good Body Copy A Good Tagline

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Writing Copy
Faith in Words, Re-Educate, Family Values, Wealth, Straight Talk,
No Words, Project Attitude, Get Emotional, All About You, Promises,
Understatement

6. Chapter #3
WRITING COPY

7. Join Us
Try persuade potential customers with a 'club' approach.
call on the club concept to mean ' exclusive' rather than 'exclusion'.
The right slogan or campaign can invite readers interested with a brand.
Example; the gymnasium at new york city chelsea piers sport center use
campaign 'there's space for you’

8. Serious play requires a strategy in making sales. A copywriter
must have expertise, consistent, interesting writing, play risk,
and hang loose in writing or with a touch of humor.
Serious Play

9. What can a copywriter PLAY?
1. Play by the rules, not always
about a competition
2. Find simple words that are
interesting and persuasive
3. Playing risk
4. Can use onomatopoeia
5. Consistency
6. Adding a small excess of his
proper quality

10. Hyperbole is more fanciful than fictitious and an effective way
to get beneath a person's resistance. When the brand is
unique, the copy can take more liberties and the key is
consistency.
Advertise use hyperbole can speak softly, can be oblique, can
make unchallenged declarations, and can be amusing.
Hyperbole and the Art of Stretch

11. Provocation
The main focus of provocative advertisements that is "think small"
or just "think different“

12. Human Face
A face can create
intimate connections, make
the unreal real, be the face
of a brand, shared, a
symbolic of company, and
capture a reader's attention
and weaken resistance.
Serve as an archetype,
ground an abstract concept,
help tell a story, evoke
humor, and inform and
inspire are other facial ability

13. Talk to Talk
Factors the successful use of the vernacular; it's descriptive, it has
relevance and it feels sincere
The copywriter must know the readers well. In a copy not just trying
to sell something, but rather is sharing something of values ​​a
product. Don't give the reader what they want but give them what
they need.

14. Money Talks
Money is highly emotional
issue. when money
becomes the issue, then
price becomes the message.
Money can be transferred
into subtle messages to
attract consumers. such as
used words 'special',
'blowout' and 'promotion'.

15. Wordplay
Fast, simple, quick, clarity are the heart of wordplay

16. What's guidelines for WORLDPLAY?
1. Use only a few words to
explain something
complicated
2. Risk a pun
3. Say something with a
double meaning
4. Be irrevent
5. Make fun of the name of
the product

17. More Than Meet The Eye
To get your ideas across, use small words, big ideas, and short sentence
-John Henry Patterson-

18. The unique selling proposition
can make service succeeds
but is more difficult conjure
today. Advertising that fosters
lasting brand loyalty:
1. Seems to come from
nowhere
2. Celebrates the customer
rather than the product
3. Continues to work very
hard to distinguish the
brand from its competitors

19. Endorsement. Real and Imagined
Celebrity become faces and sounds that can sell every product
and they're aspect of the creative content of advertising.
The copywriter must be able to select well-known celebrity to be
able to endorsement each product, goods, and service

20. Global Voice
Globalism makes advertising
can be developed in a global
voice.
The important thing is
develop simple iconic
advertising campaigns rather
than text-driven ones and
keep abreast of world trends.

21. Chapter #4
INTERACTIVE CHANNELS

22. Interactive Channels
Interactive channels such as websites, interactive kiosks, electronic
sign boards are used in disseminating information with good ideas
expressed well.
An interactive application, like a tv spot or a sales brochure, is just
another channel through which ideas are communicated.
For a writer the key is knowing what is required and then filling in the
blanks.
The verbal requirements for the web are lucidity, clarity, engaging,
and simplicity.

23. What should be considered in copy?
The key writing from the inside
out is bring the object a story
to life, take emotions genuine,
and write from an enthusiast's
point of view.
Besides concerning verbal
content, the copy performs a
number of tasks:
1. It talks about function
(menu and links)
2. It offers descriptions
(text and body copy)
3. It's creative (taglines and
subhead)

24. Chapter #5
BROCHURE AND OTHER LONG FORMS

25. BROCHURE AND OTHER LONG FORMS
Good brochure writing takes time and experience to master.
Some brochure live for years. TV and periodieal advertising don't.
Brochure writing might not be glamorous, but it pays the rent.
A brochure not only supports the regular print advertising, but also serves
as an important partner in brand building.

26. What the capability of brochure?
Brochure create begins with how to tell stories in your
own voice, unique content, and compelling to client
prospects. If there's a great deal to say, then break it
down into small parts with subheads and short self
contained lead in statements.

27. Chapter #6
NAMES and NAMING

28. NAMES AND NAMING
1. Names perfom a variety of
strategic function.
Exampel; Bell Labs became
Lucent following its move to
manufacturing fiber optics.
1. Name are changed when
companies. Merge, Divest
and have a new story to tell,
Evolve from selling products
to providing services, or vice
versa, Turn away from the
past and focus on the future.

29. Some Names Can Change Because.
Mallory Battery Company to Duracell (storage batteries). To shift
consumers attention from the name of the name of the founder,
whose name ceased to have meaning,to a product that could be
made to mean something.
Extendicare to Humana (hospital/healt care facilities). To change
public perception from ‘warehousing’ or indifferently treating people
to providing a higher-level of human care and, by extension, more
human care.
MMA (Micro-modeling Associates) to Plural (high-end computer
system). To reflect the team approach that the company adopted.
KPMG Consulting to BearingPoint (business consultans). To
suggestn a new sense of purpose and commitment

30. “The Brand Gives Importance to The Name”
The Brand Most Been Brilliantly positioned, Strenously
Protected, and Treated with Clarity, Power, and Consistency.

31. THANK YOU
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