How To Do Copywriting?
2
Agenda
Copywriting: Definition, Importance and Classification
Copywriting: Preparation
o Collect Product Data
o Clarify Marketing Purpose
o Prepare the Tools
o Six Key Words
Copywriting: Execution
o USP: Unique Selling Propositions
o FAB Rule
o Method and Steps
3
?What is copywriting?
W To do marketing with purpose
W Provide Content
ho
Full-time Store Copywriter
Product Manager
Senior Customer Service Agent
Senior Merchandizer
hy
hat
W
Definition of Copywriting
4
To be a good salesperson who can introduce and market their products
To improve product conversion rate
To reduce bounce rate
To increase relevant product sales
To create better brand impression
To add additional value
To infuse brand concept and image
To promote the shop publicly
…….
!
Importance of Copywriting
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Seller Initiated Activity
Creative promotions based on product features and selling points,
combined with holidays, festival and other themes.
Promotions Hosted by Lazada
Annual promotions, such as Online Revolution Campaign,
Lazada Anniversary campaign, etc
Hot Theme Activity
Mainly in corresponding to the current popular activities, such as
Olympics or World Cup as well as Lazada category promotions.
Classification of Copywriting
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Agenda
Copywriting: Definition, Importance and Classification
Copywriting: Preparation
o Collect Product Data
o Clarify Marketing Purpose
o Prepare the Tools
o Six Key Words
Copywriting: Execution
o USP: Unique Selling Propositions
o FAB Rule
o Method and Steps
7
Collect product data
Clarify marketing purpose
Tools
Six key words
1. Copywriting Preparation
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Product
basic
information
Product image material
Stakeholders:
Product Manager, Operation Staff
and Boss
Stakeholders:
Product Manager, Operation Staff and
Photographer
Stakeholders
Product Manager, Operation
Staff and Boss
1.1 Preparation – Collect Product Data
Product
Images
Competitor
Product
Information
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Stakeholders : Operation Staff and Boss
1.2 Preparation – Clarify Marketing Purpose
Promoting
brands?
Launching
new product?
Clearance
sale?
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Paper
Pen
Memo
White board
Magazine
Materials collected
…
1.3 Preparation – Tools
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Audience
Benefit
Feature
Goal
Strategy
Audience Reaction
1.4 Preparation – Six Keywords
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Agenda
Copywriting: Definition, Importance and Classification
Copywriting: Preparation
o Collect Product Data
o Clarify Marketing Purpose
o Prepare the Tools
o Six Key Words
Copywriting: Execution
o USP: Unique Selling Propositions
o FAB Rule
o Method and Steps
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2. Copywriting Execution
FAB Rule
USP:
Unique Selling
Proposition
Method & Steps
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Each advertisement must contain Unique Selling Proposition
This proposition should include the following 3 key points:
Benefit
Commitment
Unique
Selling Point
Strong &
Powerful
Persuasion
2.1 Copywriting Execution – USP
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2.2 Copywriting Execution – FAB Rule
Features Advantage Benefit
Basic product
performance and
features
How can the
product affect
consumer when
they use it?
How can the
product benefit the
consumer?
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When the seat is made out of
genuine leather, genuine leather will
be product inherent attribute.
2.2.1 FAB Rule - Feature
This seat is made out
of genuine leather.
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The seat is very soft with good air permeability
and it's convenient to clean and maintain.
This is product’s function reflected
when using it.
2.2.2 FAB Rule - Advantage
The seat is soft with
good air permeability
and it's convenient to
clean and maintain.
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Consumers feel very comfortable when
sitting on it due to its good air permeability
and softness.
This is product’s benefit.
2.2.3 FAB Rule - Benefit
Comfortable when
sitting on it
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Red pine material
2.2.4 FAB Rule - Example
Triangle basement
Durability – can use it for
many years
Save money
Stand steadily
Safe
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2.2.5 FAB Rule - Practice
The secret to be an excellent copywriter is:
Write! Write! Keep writing!
Let us give it a try
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Strategy• It is not enough to only have the right vocabularies
and ideas —— they must be placed in a right order.
• Choose a proper structure, to arouse consumers’
interests.
Choose the right structure
2.3 Method and Steps
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Problem & Solution
• Describe a problem that consumers are facing.
• Ask and answer the questions that they care most in
order, such as “what is this” and “how does it work”,
during the problem solving process.
2.3 Method and Steps
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Story
Tell a story about
# How other consumers use this product
# How they need this product gradually
# How this product has been developed
# …
2.3 Method and Steps
Thank you