Creativity and Copywriting - Copywriting Basics
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The document is a lecture breakdown for a course on creativity and copywriting, particularly focusing on the essential elements of effective copywriting. It highlights the '6 S's of great copywriting'—sound, style, statement, structure, story, and specificity—and includes insights on brand voice, writing style, and storytelling. The lecture emphasizes the importance of clarity, editing, and engaging the audience in copywriting.
![Lynn CS4029 Lecture 5 Flickr user Tom Mrazek
The [uncovering] of who is
talking precedes the words
themselves and determines
them.
Ryan Caroll
“](https://image.slidesharecdn.com/lynnlecture5cs4029-170213063251/85/Creativity-and-Copywriting-Copywriting-Basics-18-320.jpg)
Creativity and Copywriting - Copywriting Basics
- 2. LECTURE BREAKDOWN Creative Thinking Ad Review Commercial Break Lecture (Part 2) Lynn CS4029 Lecture 5 Lecture (Part 1) Wrap-Up
- 3. Creative Thinking Ad Review Commercial Break Lecture (Part 2) Lynn CS4029 Lecture 5 Lecture (Part 1) Creative Thinking LECTURE BREAKDOWN Wrap-Up
- 4. Lynn CS4029 Lecture 5 You cannot use the physical nature of the words.2 List A: Pile. Pie. Pillar. Pin. List B: Sponge. Spit. Spirit. Tattoo.3 “Pairing” On some basis pair a word from list A with a word from list B. Define the basis.1 You have 5 minutes to write down your thoughts.4 Creative Thinking
- 5. Creative Thinking Ad Review Commercial Break Lecture (Part 2) Lynn CS4029 Lecture 5 Lecture (Part 1) Wrap-Up Ad Review LECTURE BREAKDOWN
- 6. Lynn CS4029 Lecture 5 | page 6 Ad Review
- 7. Creative Thinking Ad Review Commercial Break Lecture (Part 2) Lynn CS4029 Lecture 5 Lecture (part 1) Wrap-Up Lecture (Part 1) LECTURE BREAKDOWN
- 8. Lynn CS4029 Lecture 5 Lynn CS4029 Lecture 5 Quick Review Flickr user Raul Lieberwirth
- 9. Lecture 5: Copywriting Basics Lynn CS4029 Lecture 5
- 10. Lynn CS4029 Lecture 5 Flickr user Tom Mrazek The truth is this: writing well is part habit, part knowledge of some fundamental rules, and part giving a damn. Ann Handley, MarketingProfs “
- 11. Lynn CS4029 Lecture 5 Copywriting today 6 S’s of great copywriting Agenda
- 13. @workedforfood Copywriting Today Today, copywriters need to write with more economy to create greater impact in less time.
- 14. Lynn CS4029 Lecture 5 Copywriting today 6 S’s of great copywriting Agenda
- 15. Lynn CS4029 Lecture 5 Voice Details Style Thesis Organization Story 1 2 3 4 5 6 Sound Specificity Style Statement Structure Story 1 2 3 4 5 6 6 S’s
- 17. Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5 A brand’s voice is its personality communicated in language. voice = tone of voice = tone = personality = sound Sound
- 18. Lynn CS4029 Lecture 5 Flickr user Tom Mrazek The [uncovering] of who is talking precedes the words themselves and determines them. Ryan Caroll “
- 19. Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5 Brand book Employees Loyal customers Past advertisements Uncovering Sound Existing brand assets
- 20. Lynn CS4029 Lecture 5 Expressing Sound Lynn CS4029 Lecture 5 Profiles If your brand were a person, who would it be? How would they talk?
- 21. Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5 Expressing Sound Slogans Condensed selling arguments – memorable, identifiable, sustainable & understandable
- 22. Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5 Expressing Sound Lynn CS4029 Lecture 5 Adjectives A curated and meaningful* collection of 3-5 words that sum up a brand’s personality *extension of the brand values
- 23. Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5 Expressing Sound Manifestos A pithy paragraph, or list of principles, that declare a brand’s motivations – a rally cry
- 24. Lynn CS4029 Lecture 5 Often, brands will express their sound in a number of ways to paint a clear picture. Expressing Sound
- 25. Lynn CS4029 Lecture 5 Consistency is key. Expressing Sound
- 26. Creative Thinking Ad Review Lecture (Part 2) Lynn CS4029 Lecture 5 Lecture (Part 1) Commercial Break Wrap-Up LECTURE BREAKDOWN
- 27. Commercial Break Lynn CS4029 Lecture 1
- 28. Creative Thinking Ad Review Commercial Break Lecture (part 2) Lynn CS4029 Lecture 5 Lecture (Part 1) Lecture (Part 2) Wrap-Up LECTURE BREAKDOWN
- 30. Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5 Details add weight and believability to your writing. Flickr user mountainamoeba Specificity
- 31. Lynn CS4029 Lecture 5 Details Specificity Draw from your research and consider sensory cues, connotation, and comparisons
- 33. Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5 Style is the technique of writing. Flickr user Butch Dalisay Style
- 34. Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5 “Trying to add style is like wearing a toupé...” Flickr user Keli Schimelpfenig Style
- 35. Lynn CS4029 Lecture 5 George Orwell’s 6 Rules for Writing (i) Never use a metaphor, simile, or other figure of speech which you are used to seeing in print. (ii) Never use a long word where a short one will do. (iii) If it is possible to cut a word out, always cut it out. (iv) Never use the passive where you can use the active. (v) Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent. (vi) Break any of these rules sooner than say anything outright barbarous. Style
- 36. Lynn CS4029 Lecture 5 Try cutting a lot of your word- count, especially those words that add little extra meaning. Don’t over-use the passive voice. And whether passive or active, be clear who did what to whom. = Edit ruthlessly = Write straightforward with strong verbs Style
- 37. Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5 To edit effectively, let it cool. Style
- 38. Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5 What’s the biggest difference between writing and copywriting? Copywriting Sells Flickr user Aranami Style
- 40. A statement, or thesis, is a central organizing idea, usually an interpretation of the strategy proposition. Statement
- 42. Flow • Beginning – strong start, continuation from the headline • Middle – selling facts revolving around thesis • End – call to action, concluding fact or a line that relates back to the headline Structure
- 43. Lynn CS4029 Lecture 5 Structure Coherence The relationship of the parts to the parts
- 44. Lynn CS4029 Lecture 5 Structure Unity The relationship of the parts to the whole
- 46. Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5 A story is an account of events that happen over time to someone(s) to interest, amuse or instruct. Flickr user Marc Wathieu Story
- 47. Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5 Flickr user Honou What are the 7 key elements of a story? The “core argument” of the story.1 The “who” of your story.2 The central image or thing in which is condensed much of a story's meaning.2 First, second, third, limited, omniscient4 The ”where” of your story.5 The “personality” of the story.6 The “engine” of your story.7 Story
- 48. Lynn CS4029 Lecture 5 Story Participation Create a role for the audience
- 49. Lynn CS4029 Lecture 5 Story Length Stop when you are finished
- 50. Lynn CS4029 Lecture 5 Story Plot Lines Know them!
- 51. Creative Thinking Ad Review Commercial Break Lecture (Part 2) Lynn CS4029 Lecture 5 Lecture (Part 1) ClosingWrap-Up LECTURE BREAKDOWN
- 52. Ciao Ciao Lynn CS4029 Lecture 5