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Creativity and Copywriting
Lecture 5

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You cannot use the physical nature of the words.2
List A: Pile. Pie. Pillar. Pin. List B: Sponge. Spit. Spirit. Tattoo.3
“Pairing”
On some basis pair a word from list A with a word from list B. Define the basis.1
You have 5 minutes to write down your thoughts.4
Creative Thinking

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Lynn CS4029 Lecture 5 | page 6
Ad Review

Creative
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Quick Review
Flickr user Raul Lieberwirth

Lecture 5: Copywriting Basics

Flickr user Tom Mrazek
The truth is this: writing well is
part habit, part knowledge of
some fundamental rules, and
part giving a damn.
Ann Handley, MarketingProfs
“

Copywriting today
6 S’s of great copywriting
Agenda

Copywriting Today
Is copywriting
dead?

@workedforfood
Copywriting Today
Today, copywriters need to write with more
economy to create greater impact in less time.

Voice
Details
Style
Thesis
Organization
Story
1
2
3
4
5
6
Sound
Specificity
Style
Statement
Structure
Story
1
2
3
4
5
6
6 S’s

Sound
Style
Statement
Structure
Story
Specificity
6 S’s

Lynn CS4029 Lecture 5Lynn CS4029 Lecture 5
A brand’s voice is its personality
communicated in language.
voice = tone of voice = tone = personality = sound
Sound

Lynn CS4029 Lecture 5 Flickr user Tom Mrazek
The [uncovering] of who is
talking precedes the words
themselves and determines
them.
Ryan Caroll
“

Brand book
Employees
Loyal customers
Past advertisements
Uncovering Sound
Existing brand assets

Expressing Sound
Profiles
If your brand were a person, who would it be?
How would they talk?

Expressing Sound
Slogans
Condensed selling arguments – memorable,
identifiable, sustainable & understandable

Expressing Sound
Adjectives
A curated and meaningful* collection of 3-5
words that sum up a brand’s personality
*extension of the brand values

Expressing Sound
Manifestos
A pithy paragraph, or list of principles, that
declare a brand’s motivations – a rally cry

Often, brands will express their sound in
a number of ways to paint a clear picture.
Expressing Sound

Consistency is key.
Expressing Sound

Creative
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6 S’s
Sound
Style
Statement
Structure
Story
Specificity

Details add weight and
believability to your writing.
Flickr user mountainamoeba
Specificity

Details
Specificity
Draw from your research and
consider sensory cues,
connotation, and comparisons

6 S’s
Style
Specificity
Sound
Statement
Structure
Story

Style is the technique of writing.
Flickr user Butch Dalisay
Style

“Trying to add style is like wearing a toupé...”
Flickr user Keli Schimelpfenig
Style

George Orwell’s 6 Rules for Writing
(i) Never use a metaphor, simile, or other figure of speech which you are
used to seeing in print.
(ii) Never use a long word where a short one will do.
(iii) If it is possible to cut a word out, always cut it out.
(iv) Never use the passive where you can use the active.
(v) Never use a foreign phrase, a scientific word, or a jargon word if you
can think of an everyday English equivalent.
(vi) Break any of these rules sooner than say anything outright barbarous.
Style

Try cutting a lot of your word-
count, especially those words
that add little extra meaning.
Don’t over-use the passive voice.
And whether passive or active,
be clear who did what to whom.
= Edit ruthlessly = Write straightforward with
strong verbs
Style

To edit effectively, let it cool.
Style

What’s the biggest difference
between writing and copywriting?
Copywriting Sells
Flickr user Aranami
Style

6 S’s
Style
Specificity
Sound
Structure
Story
Statement

A statement, or thesis, is a central organizing idea, usually
an interpretation of the strategy proposition.
Statement

6 S’s
Structure
Story
Statement
Style
Specificity
Sound

Flow
• Beginning – strong start,
continuation from the
headline
• Middle – selling facts
revolving around thesis
• End – call to action,
concluding fact or a line that
relates back to the headline
Structure

Structure
Coherence
The relationship of the parts to
the parts

Structure
Unity
The relationship of the parts to
the whole

6 S’s
Structure
Statement
Style
Specificity
Sound
Story

A story is an account of events that
happen over time to someone(s) to
interest, amuse or instruct.
Flickr user Marc Wathieu
Story

Flickr user Honou
What are the 7 key elements of a story?
The “core argument” of the story.1
The “who” of your story.2
The central image or thing in which is condensed much of a story's meaning.2
First, second, third, limited, omniscient4
The ”where” of your story.5
The “personality” of the story.6
The “engine” of your story.7
Story

Story
Participation
Create a role for the
audience

Story
Length
Stop when you are
finished

Story
Plot Lines
Know them!

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Ciao Ciao

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Creativity and Copywriting - Copywriting Basics

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