THE ART OF COPYWRITING

THE ART OF COPYWRITING

September 4, 2018

Written By Mehtaj Reza

Like it or not, advertisement is now an interloper that consumers want to block and skip. Of all the 21st century challenges that marketers are facing, the advertisement blocking technology has been the most invasive one. According to the New York Times, 11% of the global internet users are using some advertisement blocking technology and it has a staggering 30% increase than previous year. Consumers don’t want brands to hard sell to them anymore. So, whatever limited opportunity brands have in engaging consumers they must make the most of it by grabbing consumer attention fast and efficiently. Copywriting, one key part of the advertisement industry, holds the optimum power to do so.

Following are 8 ways copywriters can utilize copy writing in its full glory.

1. RESONATE WITH THE BUYERS’ PERSONA
In order to create relatable content, the copywriter must understand who the audience of the content are. The copywriter needs to have a clear understanding of their audience’s interest and make sure to highlight the pinpoints in relation to the product. The copywriters should put themselves in the shoes of their audience and develop a scenario that resonates with what a typical day looks like for the audience and really personify their passion.

2. CONSTRUCTING VALUE-ADDED CONTENT
The success of copywriting lies in creating value added content. Content that is not only educational but also provides some information to common questions. Just because the content is educational doesn’t mean it has to be boring. Copywriters have the power to take an entertaining or lightheaded approach in order to engage the consumers and pursue them to take some actions.

3. BE RELATABLE 
In a time when even a five second content is the brutal victim of the ‘skip button’, one thing every copywriter should try avoiding really hard is writing static, boring copies. A copy can really make or break a content. As a reader if you ever look back to which brand you clicked through or engaged the most with, you’ll see that the brands which really understood your pain points and took a smart and witty approach to communicating their message, stood out the most.

4. WHY VS WHAT
As a copywriter do not focus on telling the consumer ‘What’ your brand is but rather focus on ‘Why’ your brand matters and ‘Why’ the consumers should engage with the brand. Make sure you bring out the pain points of the consumers that the brand can address. Again, the understanding of a consumer‘s mindset is really a crucial factor in this matter.

5. GRAB THEM BY THEIR EMOTIONS
The copies that makes a consumer feel something are the most successful copies ever written. A copy writer needs to speak in a way that the consumers can connect to. Statistically proving the superiority of a product will only have an effect if the consumers can first emotionally connect with the brand.

6. IT IS NOT A BRAND BUT A STORY
As humans, it is natural to gravitate towards stories more than static piece of information. If you ask yourself as consumers what stats do you remember about your favorite brand, few would have anything to answer. If a copywriter can tell a story that resonates with the consumers’ daily lifestyle and pain points of life, the brand is most likely to create an essence of connection with the consumer.

7. VALUE FOR THE BRAND VS VALUE FOR THE CONSUMER
Often copywriters get derailed by focusing more on creating value for the brand. Also, sometimes focusing too much on the sales figures drives them away from creativity. A brand won’t survive long in a consumer’s mind if the interest of a brand is given more priority than the interest of the consumer. Copywriters should always think from a consumer’s perspective and ask themselves what message a brand should convey in order to make the brand more endearing to them.

8. INNOVATIVE VS INVASIVE
In today’s digital world, advertisements are created in real time. If there is a heated issue in discussions you’ll see brands immediately making a relevant content to the topic in order to engage their consumers with the brands. Sometimes brands would even take the witty approach by mimicking the heated issue and transforming it in to something funny. This approach can be both considered as innovative or invasive. However, as long as consumers aren’t feeling threatened, invasiveness can be avoided through innovative copywriting.

After all these know-how that a copy writer must be well aware off, do we even know what copywriting is and who these copywriters are?

Copywriters are people responsible for creating materials both visual and descriptive that are used for advertising and marketing. Copies are texts that come with every advertisement. Copywriters are known for writing copies, ad jingles, taglines, and even research-based copies like a job description on a website. The task of a copy writer is to mainly present the brand to the consumers through words, verbal content accompanied by visual creatives. Copywriters in Bangladesh are mostly employed by creative agencies on both permanent and part time basis. A Copywriter works with a creative support system sometimes consisting of strategic planners, creative directors and designers.

The creative copywriting process usually includes:

  • Understanding the client’s perspective, brand-specific audience and the message they want to deliver to their audience.
  • Brainstorming the strategies and incorporating a visual with the copy ideas.
  • Overseeing the whole production phase of the visual content.
  • Being responsible for the advertisement that is presented to the audience in ensuring that it complies with the advertisement code of practice.

Copywriting job might require to work extensive hours. There is a common practice around the world to take copywriting as a freelance job too. It is important for a copywriter to be flexible, creative and imaginative. A copywriter must have good writing, visualizing and negotiation skills. It is crucial for them to have an eye for details and need to be able to work under pressure along with the team.

However, the task of a copywriter doesn’t only end with visualizing and drafting the copies. They also need to keep track of finer design details such as tracking, kerning, letter spacing and polishing the overall creative. Typography is the heart of any creative, it holds the power to capture the attention of audience, instill emotion and emphasize on the brand message. If you are a copywriter, you need to be mindful of a number of strategic considerations, especially when it comes to typography.

YOUR TYPOGRAPHY MUST HAVE A VISUAL HIERARCHY

In order to make a copy stand out in a creative, two fonts can be used. A font for the headline and another one for the body of the content. A variation can be created using font weights, color variations and incorporating different font families. The idea is to present a visual hierarchy to make your audience view your creative at a glance. In case of inbound marketing, it is crucial as very often consumers only scan through the headlines and scan weather they find any interest to view the rest of the creative.

CHOOSE EASILY READABLE FONTS
The two factors that should be taken into consideration while selecting a font are readability and legibility. Readability is the way of organizing words in a certain manner that it’s fathomable to the readers. Legibility is how the typography is and how individual character stands out from another. Fonts that are well-suited for headlines might not be the right one for the body of a creative. Since there are no binding rules, fonts to be used in headlines or body can be narrowed down based on font face. Shape of the character also contributes to legibility.

Serif fonts have small ‘feet’ (serifs) tailing from the edges of the letters and symbols

Sans-Serif fonts do not have the small lines projecting from the corners

For example, Serif are font types that are well-fitted for body of a creative as it gives a more classic feel. Due to the screen size and resolution that web content is often viewed from, many web designers favor sans serif fonts for the web.

MAKE SURE TO SELECT FONT FOR UTILITY
Readability refers to the arrangement of words in a manner that it is easily understandable by the readers. It also needs to make sense for the content and layout of the design. The technical components of typography have a significant impact on how readable a typeface will be. The other factors increasing utility include paragraph spacing, font size and letter spacing.

USE SPACING AND COLOR TO CREATE A CONTRAST
To what might sound the most obvious can actually have a significant impact. By using font size, color and spacing a lot of difference can be made. For example, if a copywriter places a dark text on a pale background it will give readers a better reading experience, specially if it’s used for a blog. Bold colored typographies should be reserved for headlines and display text.

DON’T FORGET TO SELECT THE RIGHT SIZE FOR THE FONT
What will be the right font size, depends on the screen size and surface area the designer will get to work on. If the area is to be used for multiple lines the font size would be different than if it is only to be used for one or two lines.

Not selecting the right font size might be too tiring for readers as they would scan each back and forth. Too short lines might result in awkward hyphenated breaks or, if justified, rivers of whitespace running through paragraphs.

DESIGN FOR VIEWING ON MULTIPLE DEVICES
If your website design is responsive, it is likely to bring an entirely new set of considerations for the end readers. This means making sure the typography is dynamic and consistent across multiple devices. No matter what the device is, starting from small smartphone screens to 60-inch HD TVs, the font should adjust according to the dimensions of the device.

CONVEY YOUR BRAND MESSAGE
It is said, “Typography is like fashion, or furniture. With rare functional exceptions, the world doesn’t need new clothing or furniture designs, but people want to look different or evoke a particular feeling or fit with a particular look, and there are trends and styles.”
The whole purpose of a typography is to identify the strengths of one typeface over another, but the copywriter might still wonder how to select the right one from the endless selection of typefaces that are available. While the final selection often comes down to good taste in design and relies on experience developing visual identities, there are a few simple steps that can help you hone in on the perfect typeface for your brand.

COMPARE TYPEFACES SIDE-BY-SIDE AND SEE WHAT FEELS RIGHT
The process of selecting the right font includes firstly narrowing the range of font and shortlisting only the ones that you think are well-suited. Once the wide range of selections are shortlisted, create a menu-card of possible font combinations to really see what the best options are. Seeing all of your options side-by-side (both on screen and printed off) can help compare one combination versus another and hone in on the perfect fonts for your brand.

While working through the font selection process what really helps is only using black and white to focus on the attributes of the font, rather than being misguided by how color impacts the appeal of one font over another. Color has a significant impact on viewers’ psychology and behavior. As a result, choosing fonts and choosing colors are two separate steps in the branding design process.

KEY TAKEAWAYS FROM THIS
• Copywriter should focus on designing a visual hierarchy so viewers can easily analyze the content.
• Emphasize on readability through arrangement of words and blocks.
• Making legibility a consideration, which means taking in to consideration the shape of each character and how to use them to form a word.
• Choosing the right format of the font, be it bold or italic.
• Take inspiration from other typographies, keeping everything subtle and stylish.

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