Details

The Copywriter's Toolkit

The Complete Guide to Strategic Advertising Copy
2. Aufl.

von: Margo Berman
34,99 €
Verlag:	Wiley-Blackwell
Format:	EPUB
Veröffentl.:	19.07.2012
ISBN/EAN:	9781444360813
Sprache:	englisch
Anzahl Seiten:	400

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Beschreibungen

Titelbeschreibung

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. <ul> <li>Introduces essential conceptual strategies and key writing techniques for result-driven copy</li> <li>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</li> <li>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</li> <li>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 </li> <li>Shares invaluable writing tips and insights from award-winning copywriters currently at global agencies </li> <li>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</li> </ul>

Inhaltsverzeichnis

Preface xii Acknowledgments xv Chapter One The Persuasive Word: Strategy ABCs: Audience, Benefits, And Creative Briefs 1 Thinking about strategy first 2 Examining the brief: an up-close look 4 Templates 1.1: The shorter creative brief 4 Templates 1.2: The creative brief 5 Gaining deeper audience insight through VALS and observational research 6 Useful info 1.3: VALS comparison starting with highest incomes on top 10 Understanding secondary audience versus primary audience 10 Delving into consumer insights 11 Realizing the importance of a benefit 12 Creative strategy exercises 13 Notes 14 Chapter Two The Strategic Word: Strategy Categories 15 Using strategic thinking strengthens each touchpoint 16 Analyzing types of strategies 17 Keeping a handy reference list of strategies 18 Evaluating strategies and needs 23 Applying different types of positioning 27 Inventing the USP: selling uniqueness 28 Creating the main message: campaign slogans 28 Deciding the tone of voice 29 Considering competitors 29 Designing tactics 29 Advice from the pros 2.1: Charlie Hopper’s writing for specific media tips 29 Final creative direction checklist 30 Creative strategy exercises 30 Notes 31 Chapter Three The Chosen Word: Writing Techniques 32 Developing a strong message with legs 33 Determining the tone of voice 34 Finding the point of view 34 Writing the way you speak 35 Writing to your audience 37 Checklist 3.1: A quick “Grammar” copywriting checklist 38 Writing for the medium and the senses 39 Writing for celebrities 40 Finding your own voice: some tips 41 Quick chapter overview 41 Checklist 3.2: Writing technique tips checklist 42 Creative writing exercises 42 Notes 43 Chapter Four The Sticky Word: Headline and Slogan Techniques 44 Devising ad structure: headlines, subheads, body copy, and slogans 45 Remembering the call to action 46 Thinking up catchy headlines and subheads 46 Reviewing different kinds of headlines 47 Making up sticky slogans: the backbone of campaigns 50 Adding power to your writing 55 Copywriting insights and tips 55 Making your copy sticky 56 Creative writing exercises 57 Notes 57 Chapter Five The Written Word: Print 59 Writing for the printed page 60 Formulating one focused message 61 Remembering the reader 61 Checklist 5.1: Copy checklist 62 Discovering basic copy format 64 Templates 5.2: Basic print ad copy format 64 Templates 5.3: Basic brochure copy format 65 Focusing on strategy, audience, benefits, tone of voice, message, and relevance 65 Recognizing categories of effective messages 66 Exploring playful, humorous, empathetic print ads 67 Studying more ads that empathize with the target 69 Identifying ads with an insider’s understanding 71 Shaping witty headlines that say it all 74 Noticing ads that don’t look like ads 77 Copywriting: a closer look 80 Print writing tips 80 Useful info 5.4: Common qualities in featured campaigns 80 Creative print checklist 81 Checklist 5.5: Print campaign checklist of questions 82 Creative print ad exercises 83 Notes 84 Chapter Six The Spoken Word: Radio 85 Becoming a radio aficionado 86 Tips and rules 6.1: How to write for the ear 87 Learning some radio tips from the masters 87 Tips and rules 6.2: Basic radio writing rules 90 Observing a few more radio writing “rules” 91 Applying basic radio copy format 91 Finding out more about radio format 91 Templates 6.3: Standard radio format 92 Useful info 6.4: Common radio terms 93 Thinking about production from the start 96 Using union and nonunion talent, music, and sound effects 97 Working with and directing the talent 98 Understanding radio dayparts 99 Exploring examples of great radio scripts 101 Script 1: Silver in the City :60 radio, “lead lining” 101 Script 2: Silver in the City, :60 radio, “seasons/vortex” 102 Script 3: Goodwill, :60 radio, “his, hers and ours” 102 Script 4: Pop Weaver Popcorn, :60 radio, “tv spot on the radio” 103 Script 5: Pop Weaver Popcorn, :30 radio, “arlene” 104 Script 6: Motel 6, :60 radio, “comparison” 104 Script 7: The Laughing Cow “Valley Girl” and “Enid” radio campaign 105 Advice from the pros 6.5: Joy Golden’s 10 secrets for creating successful comedy radio commercials 110 Writing radio tips 111 Advice from the pros 6.6: Charlie Hopper’s tips for writing for radio 111 Reviewing radio: the wrap up 113 Creative radio exercises 113 Notes 114 Chapter Seven The Animated Word: Television 115 Scrutinizing television writing: what’s the secret? 116 Analyzing TV writing: where to begin 116 Tips and rules 7.1: The three Rs 116 Reviewing universal truths 120 Scripts and examples 7.2: Bridgestone TV script: “taters” 123 Discovering more about universal truths 125 Scripts and examples 7.3: Bridgestone TV script: “scream” 129 Scripts and examples 7.4: Bridgestone TV script: “hot item” 131 Portraying common goals 132 Scripts and examples 7.5: Angie’s List TV script: “pay per view” 133 Scripts and examples 7.6: Angie’s List TV script: “red paint” 136 Seeing how exaggeration, humor, and strong copy drive home benefits 137 Realizing a great tip for TV spot length 145 Investigating ways to present TV ideas 145 Scripts and examples 7.7: Story script example: Hewlett-Packard, :30 TV, “Live Wirelessly. Print Wirelessly.” 147 Learning from beloved Super Bowl spots 148 Identifying types of TV commercials 148 Useful info 7.8: Some popular types of TV spots 149 Writing TV scripts 151 Tips and rules 7.9: Basic TV writing rules for scripts 152 Absorbing key copywriting tips 154 Tom Amico’s tips (Kaplan Thaler Group) 154 Sara Rose’s tips (Goodby Silverstein & Partners) 154 Vinny Warren’s tips just on screenwriting (The Escape Pod) 155 Casting TV talent 156 Becoming familiar with TV terminology 156 Useful info 7.10: Common TV terms 157 Templates 7.11: Basic TV copy format 160 Scripts and examples 7.12: Weight Watchers “momentum” campaign examples 160 Creative TV exercises 161 Notes 165 Chapter Eight The Delivered And Abridged Word: Direct Mail, Mobile, And Small-Space Writing 167 Exploring direct mail 168 Grasping why direct mail? 168 Checklist 8.1: Direct mail handy checklist 169 Learning a few pointers about writing self-promotion letters 172 Advice from the pros 8.2: Drayton Bird’s letter writing principles 173 Creating messages for mobile e-mail marketing 174 Writing copy for product packaging 174 Examining examples of creative package copy 174 Advice from the pros 8.3: Five tips for better results with mobile e-mail marketing from Shane Ketterman 175 Checklist 8.4: Small-space writing checklist 178 Scripts and examples 8.5: Headlines for Ugly Mug Coffee bags 179 Learning some tips for small-space writing from Charlie Hopper 183 Advice from the pros 8.6: Basic writing tips from Curt Mueller 189 Creating coupon copy 190 Examining online banner ad copy 190 Understanding catalog copywriting 191 Scripts and examples 8.7: Ovation Guitars copy 192 Checklist 8.8: Catalog copywriting checklist 193 Creative abridged writing exercises 193 Notes 194 Chapter Nine The Ambient and Moving Word: Out-Of-Home and Transit 196 Starting from the medium 197 Useful info 9.1: Kinds of ambient media 199 Noticing messages wherever you are 201 Looking closely at out-of-home messages 201 Tips and rules 9.2: Tips for writing ambient copy 202 Thinking about surprising the audience 202 Understanding your audience’s frame of reference 207 Being irreverent and still effective 212 Taking a once touchy subject into a humorous campaign 217 Finding new places to advertise 220 Checklist 9.3: Creative ambient checklist 222 Creative ambient exercises 222 Notes 223 Chapter Ten The Online Communal Word: Digital Dialogue, Virtual Community, Blogging 224 Interacting with your online audience 225 Writing for the Web 225 Surfing the Web 225 Talking to the reader 226 Evaluating the copy’s tone of voice 226 Including clever headlines 227 Scripts and examples 10.1: Fun website headlines 227 Advice from the pros 10.2: Warning: use these five headline formulas at your own risk 228 Analyzing the message 229 Tips and rules 10.3: The 10 basic rules of copywriting 229 Creating a successful blog 229 Tips and rules 10.4: 10 steps for a successful blog series 230 Reading blogs for digital writing tips 230 Editing: Charlie Hopper’s tips to cut copy 231 Advice from the pros 10.5: Andy Beal’s top blogging tips 232 Useful info 10.6: Top copy-specific blogs from “top copywriting sites” 233 Looking into blogs for ad agencies 234 Learning blogging tips 234 Learning the rules of guest blogging 235 Revealing more bloggers’ observations 235 Looking at online versus print articles 237 Useful info 10.7: Social media ethical issue terms 239 Reviewing digital writing 240 Checklist 10.8: Blogging checklist 240 Creative blogging exercises 240 Notes 241 Chapter Eleven The Online Word: Websites 242 Considering different types of digital directions 243 Examining a site with straightforward copy 244 Scripts and examples 11.1: Where we come from 244 Looking at copy on two digital agency sites 245 Examining a humorous site 249 Understanding SEO as a writer 249 Advice from the pros 11.2: Derek Cromwell’s website copywriting tips 250 Staying current about SEO 251 Useful info 11.3: 24 awesome SEO blogs everyone should read 251 Learning digital media from online experts 253 Advice from the pros 11.4: Alessandra Lariu’s digital writing tips 254 Useful info 11.5: Common Internet terms 257 Checklist 11.6: Online writing checklist 262 Creative online writing exercises 262 Notes 263 Chapter Twelve The Buzz Word: Interactive Engagement, Social Media, Viral Marketing 265 Understanding interactivity 266 Asking: what’s the point of interaction? 266 Considering sendable campaigns 267 Asking consumers to share their stories 267 Thinking about interactivity 268 Creating other ways to use interactivity 270 Discovering how to create buzz 274 Creating buzz with viral marketing / word of mouth 276 Asking why you responded 279 Understanding when buzz goes wrong 280 Looking at social networking: Facebook, Twitter, and more 281 Communicating online is similar to other media 283 Advice from the pros 12.1: Three digital writing tips from Peter Sena II 284 Watching new media 284 Using new media for marketing messages 285 Using social media to create viral reactions 286 Designing games to recruit staff 286 Final interactive media checklist 286 Creative interactive exercises 287 Notes 287 Chapter Thirteen The Multimedia Word: Integrated Campaigns 289 Developing ideas that spin out 290 Thinking about how small-space writing differs from other media 293 Creating messages that move from one medium into another 294 Thinking about multimedia from the beginning 297 Checking that you’re writing for the eye, ear, and imagination 297 Reminding consumers of the benefits in all media 298 Including target-specific ambient and interactive advertising 299 Being irreverent can create unforgettable messages 300 Creating a new approach to a normally stuffy category 301 Learning Charlie Hopper’s media-focused writing tips 302 Advice from the pros 13.1: Hopper’s top writing tips 303 Gaining some insights into how Crispin Porter + Bogusky think 304 Looking at more multimedia campaigns 304 Scripts and examples 13.2: Mount Sinai, :60 radio, “Two-Year-Old” 307 Single medium campaigns 307 Checklist 13.3: Multimedia writing tips checklist 310 Multimedia messaging exercises 311 Notes 312 Chapter Fourteen the Global Word: Multicultural and International Campaigns 314 Revisiting universal truths as a core message 315 Writing for hispanic markets 316 Using global truths for today’s diverse market 318 Advice from the pros 14.1: Five writing tips from George L. San Jose 346 Creating international campaigns 347 Seeing how concepts move into other markets 347 Taking a tagline into other countries 347 Changing consumer behavior with fun 357 Reaching out with on-the-go solutions 358 Using the digital world to go global 359 Observing international campaigns 360 Advice from the pros 14.2: Three tips for writing to biculturals from Carlos Menendez 361 Checklist 14.3: Multilingual and multicultural writing tips checklist 361 Multilingual and international messaging exercises 362 Notes 364 Suggested Reading 365 Index 368

Autorenportrait

Margo Berman is Professor of Advertising at Florida 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).

Back cover copy

THE COPYWRITER'S TOOLKIT THE COMPLETE GUIDE TO STRATEGIC ADVERTISING COPY "From strategy fundamentals to executional tips from some of the industry's best, beginning writers and veterans alike will appreciate using The Copywriter's Toolkit to help them get started – or even clear away the cobwebs." Tom Denari, President, Young & Laramore "The Copywriter's Toolkit is one of the few books I have read that applies to the meeting room as much as the classroom. I found the relationship between strategy and execution to be right on. I highly recommend it." Joe Zubizarreta, COO, Zubi Advertising Services "Berman has succeeded in explaining the entire global advertising ecosystem in one comprehensive, easy-to-read book." Pippa Seichrist, President, Cofounder, Miami Ad School It doesn't matter whether you're a student, novice, or seasoned professional, this book will hone your copywriting skills. Beginning with strategy and technique, each following chapter focuses on writing for a specific medium: from print and broadcast through ambient and digital media. Writing examples are shown using industry-standard formats. You'll quickly see how radio scripts differ from TV scripts, how television storyboards are best presented, and how print copy is typed up to facilitate typesetting. Copywriters from global agencies share their writing secrets and offer copy tips for every medium. Special callout boxes will make major points easy to remember and simple to apply. Glossaries are listed in relevant chapters and checklists summarize the principles for fast reference. 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.

Unpublished endorsement

“From strategy fundamentals to executional tips from some of the industry’s best, beginning writers and veterans alike will appreciate using The Copywriter’s Toolkit to help them get started—or even clear away the cobwebs.”—Tom Denari, President, Young & Laramore “The Copywriter's Toolkit is one of the few books I have read that applies to the meeting room as much as the classroom. I found the relationship between strategy and execution to be right on. I highly recommend it.”—Joe Zubizarreta, CEA, Zubi Advertising Services “Berman has succeeded in explaining the entire, global, advertising ecosystem in one comprehensive, easy-to-read book.”—Pippa Seichrist, President, Cofounder, Miami Ad School