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Section 1: Introduction To Copywriting

Copywriting involves writing that persuades readers to take action. It has three components: appealing to emotions through art, being practical and testable through science, and eliciting action through persuasion. When writing copy, you must know your product's features and how they specifically benefit customers. Features describe what a product can do, while benefits explain how it is useful. Good copy highlights the most important feature and benefit first, and justifies why each feature matters to customers. It is also important to research competitors, identify their weaknesses, and create a unique selling proposition that differentiates your product by fulfilling a unique customer need.

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72 views2 pages

Section 1: Introduction To Copywriting

Copywriting involves writing that persuades readers to take action. It has three components: appealing to emotions through art, being practical and testable through science, and eliciting action through persuasion. When writing copy, you must know your product's features and how they specifically benefit customers. Features describe what a product can do, while benefits explain how it is useful. Good copy highlights the most important feature and benefit first, and justifies why each feature matters to customers. It is also important to research competitors, identify their weaknesses, and create a unique selling proposition that differentiates your product by fulfilling a unique customer need.

Uploaded by

Marga Lera
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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SECTION 1: INTRODUCTION TO COPYWRITING

What is copywriting?
 Any kind of writing that convinces you to perform a specific action
 Three (3) broad components
1. Art - appeal to the emotion
2. Science - pratical and testable
3. Persuasion - elicits action from the reader

Know your product


 You have to know the following:
1. Feature - describes the product’s design or capability
2. Benefit - how is it useful to the customer?
 To know the difference between a feature and a benefit, ask the question
“so what?”
 The answer to “so what?” is the benefit
 If you can’t see immediately the benefit of your product, ask the following
questions:
1. Why does this feature exist?
2. How does this connect to human desire?
3. What is in it for the customer?
 When writing, pick a feature and explain its benefit/s
 Do not write features of a product only
 Justify why the feature matters

EXAMPLE: KEURIG COFFEE

WRONG CORRECT
Brews 6, 8, 10, and 12 Brews 6, 8, 10, and 12
oz. sizes oz. sizes in under a
minute.

NOTE: Here, you are


highlighting the speed
and convenience of
your product.
52 oz removable side 52 oz removable side
water reservoir water reservoir means
you can brew 5 cups
before refilling
Strong brew for a Stong brew mode
stonger, more intense delivers a bold brew,
cup increasing your
coffee’s strength and
intensity
Quite brew technology Quite brew technology
feature minimizes noise
during use

NOTE: Always mention the most important feature and benefit first.

Know your competitors


 Research Competitors
 List inferior elements of competitor’s products
 How can you be different from the competitors?
 Create a specific product or service that targets people with a unique
need
 Create a Unique Selling Proposition (USP)
 USP is not your tagline. This is your elevator pitch.
 John Carlton’s USP approach
1. We hope (target audience)
2. Do (what you help them accomplish)
3. Even if (worst case scenario)
 Creating USP
1. Clear and concise
2. Focus on benefits
3. Diffirentiate yourself from competitors
Build trust

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