Writing Copy

Copy more important than ever

Importance of ethos, persona, voice

Ethos: a personal character which itself functions as a means of persuasion

Advertising is a form of public speechmaking

VW: self-deprecating, funny, modest-yet-self-assured

Even today

Even without copy

Like a Freshman composition

VoiceDetailsStyleThesisOrganization and Structure

Horses for courses

Target? Tone?

Copy

So, you’re hanging ten in Maui or you’re just stepping into your hot tub. Fine. You’ll need a few things. First, you’ll need a solid rubber outsole for traction. Then you’ll need a spandex upper for breathability. Like gills, sort of. And you’ll need some wacky colors to make the fish think you are one of them. In short, you’ll need Nike Aqua Socks. Remember: when the going gets wet, the wet go Hawaiian.

Style points

Authoritative, chummy toneSentence fragments (“Like gills, sort of”)Contractions (“You’ll”, “you’re”)Slang (“Hang ten”, “wacky”)Commands (“You’ll need”)

Perfect for the “Just do it” brand

Target? Tone?

Copy

Long before reaching your destination, you will experience a sense of having arrived. Such is life aboard our newest ship, the intimate Royal Viking Queen, and her larger, more stately companion, the elegant Royal Viking Sun.

Here, all that has made sailing Royal Viking Line so wondrous over the years is heightened as never before. Consider mingling with learned experts in World Affairs. Or collecting secrets of aquatic life from the Cousteau Society. Elsewhere, guest chefs the likes of the renowned Paul Bocuse will provide exquisite nourishment for areas found somewhere south of the mind.

What do you notice?

J. Pederman

The undisputed heavyweight champions

Most important rule for copy

Avoid Clichés

Tweaking OK“When the going gets wet, the wet go Hawaiian

Some Decisions and Pointers

Who is talking? (consumer, company, other)Draw from your researchInclude detail (avoid vagueness)Create images (avoid limp verbs: “Is-ness”)Avoid overuse of adjectives and adverbsConsider metaphors (Porsche’s “Bloodlines”)Don’t forget your thesisStructure: Beginning, Middle, EndPrefer the loose style: Cumulative sentences

A word about fun“The easiest thing in the world for any

reader to do is stop reading”—WSJ Editor

15-minute drill

Write a Web Page (100 words)

Headline: Travel internationally? The World’s Local Bank Should be Your Bank!

More branches and ATM’s in more countries

Branches at most international airportsFree currency exchange for account

holdersCredit cards with no foreign currency

transaction feeHong Kong?

Big Idea of the Day