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