Copywriting and
Conceptualization:
A CREATIVE INTRODUCTION

 What is Copywriting?
 Why is Copywriting Important?
 What Skills Will be Developed in this Course?
 What Will be the Course Outcome?
 How to Get Started?
Content

 Students will learn how to
create effective copy that
will engage customers and
encourage them to take
action.
What Will be Covered in this Course?

 Copywriting is the art and
science of creating persuasive,
engaging, and memorable
content for marketing
purposes.
 It is the practice of crafting
words and phrases that are
used to promote a product,
service, or idea.
What is Copy Writing

1. Billboards,
brochures, catalogs, jingle lyrics, magazine and newspaper advertisem
ents,
2. sales letters and other direct mail,
3. scripts for television or radio commercials, taglines, white
papers, social media posts, and
4. other marketing communications
They are generally known as website content writers or copywriters if their work
appears mostly on the Internet.
1. A content writer helps create online
advertisements, webpages, email newsletters, blog posts and social
media posts.
Why is Copy Writing important

 Copywriting is important because it is
the foundation of effective marketing.
It helps to create an emotional
connection between the brand and the
consumer.
 It also helps to drive sales by providing
clear information about the product or
service and its benefits.
Why is Copy Writing important

 Copywriting consists of several
elements, including tone, style,
structure, and keyword optimization
The Elements of Copywriting
Here is a clever cut-out direct-mail
piece highlights the insignificance of
many door-drop leaflets as
compared to the importance of
blood donation.
Copywriter: Simon Robinson
Art Director: Maya Rowson

 There is nothing really new in life. It’s simply a matter of taking previous pieces of knowledge
and putting them together in a unique and different format
Experience Create Ideas

Common Mistakes

Who knew Target sold computer desks specifically for black kids? A better way to phrase this would be “Kid’s Computer Desk – Black.”

Copy Writing Basics
Write lot of
Headlines
Understand your
reader/audience
Make Specific
Claims
Use
Tell them
where to go
Add a sense of
Urgency

Copy Writing Basics
AIDCA
Actionable
Convincing
Desirable
Interesting
Attractive
In other words, turn
Features into Advantages and Benefits…..