Lecture Two. Understanding Academic Writing. Critical, Analytical, and Creative Thinking.
Creative thinking and writing.
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��� ��Copy
writing
By Michele Milliken
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Dictionary definition:
Copywriter
A person who writes the text of advertisements
and publicity material.
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Advertisements (TV, radio, press and magazine)
BrochuresLeaflets
Direct mailWebsitesEmailers
Display material (P.O.S/Exhibition Stands)
Corporate Identity
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A copywriter works in a team with an art director/graphic designer.
(Ideally.)
Words and pictures: two halves of the story.
First and foremost, both are creative thinkers.
Together, they produce creative solutions.
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“The communication of a message towards a desired response.”
The response can be anything from buying a set of saucepans
to applying for a jobor donating to charity.
Words have an important part to play.
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Where to start? AIDCA.
A AttentionI InterestD DesireC ConvictionA Action
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Copy needs to be:
RelevantEngagingConciseFocusedAccurateHonest
...And on brief.
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Avoid the temptation to:
Be clever
Be funny
Waffle on
‘Puff up’ the facts
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Never write to a target audience.
Instead, write to one person sat in front of you.
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Consider:Who is the client?
What is the message?
Reflect this in:The style
The tone of voiceThe language used.
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Consider:The structure of your copy.
HeadlinesSub-headlines
Sub-headsParagraph length
CaptionsStrapline
Graphic treatment of copy.
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Copy is written to a brief.
(And if there isn’t a brief, write one yourself
otherwise your copy will go nowhere.)
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THE CREATIVE BRIEF EXPLAINED...
1.WHAT IS NEEDED?2.WHO ARE WE TALKING TO?3.WHAT IS THE ROLE FOR THE
COMMUNICATION? 4.WHAT INFORMATION NEEDS
TO BE CONVEYED?
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THE CREATIVE BRIEF EXPLAINED...
5. HOW IS THE INFORMATION TO BE SUPPLIED?
6. HOW DOES THIS COMMUNICATION ‘FIT’ WITH THE BRAND?
7. BUDGET CONSIDERATIONS.8.THIS COULD BE HELPFUL.
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Write benefit copy.
Don’t just write the facts, engage the audience by
writing about the benefits.
Don’t leave your audience to just work it out for themselves
- they won’t.
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So: take each key message and secondary messages
add ‘which means’ at the end arrive at what the benefit is
to the target audience.
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You need to know what you are saying before you can work
out how best to say it.
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And finally...
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ZENSProperty Business Law
N
EST2009
ZEUSProperty Business Law
FOLIOLAW FOLIO˜
Property Business Law
CORNERSTONE
WHITE CUBEPROPERTYBUSINESSLAWYERS
Folio Business Law
Established 2008
FolioBusiness Law
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FOLIO
A powerful new forceopens in Manchester.
CORNERSTONEP R O P E R T Y B U S I N E S S L A W
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