Copywriting: How to create great ads and insights into storytelling

Think like a copywriter…

..

EXAGGERATE THE PROBLEM

EXAGGERATE THE PROBLEM

EXAGGERATE THE PROBLEM

EXAGGERATE THE SOLUTION

EXAGGERATE THE SOLUTION

EXAGGERATE WHAT THE PRODUCT CAN DO

EXAGGERATE WHAT THE PRODUCT CAN DO

EXAGGERATE WHAT THE PRODUCT CAN DO

VISUALIZE WHAT THE PRODUCT IS LIKE

VISUALIZE HOW IT FEELS TO USE THE PRODUCT

VISUALIZE HOW IT FEELS TO USE THE PRODUCT

VISUALIZE HOW IT FEELS AFTER USING THE PRODUCT

SHOCK YOUR READERS

USE COUNTERINTUITIVE HEADLINES

TELL A STORY

USE UNUSUAL HEADLINES

TURN THE PRODUCT/PACKAGE INTO AN OBJECT OR AN ART FORM

THE DESIRES, DREAMS AND WISHES OF THE TARGET MARKET

CHANGE THE AD SLIGHTLY FOR EACH SEGMENT

FEATURE ANIMALS & OBJECTS AS HUMANS

REMEMBER EACH COLOR HAS A SYMBOLIC MEANING

BlueThe most popular color. Relaxation, trust, comfort, calmness, security. Dark blue looks professional and

light blue looks friendly.

RedThe most attention grabbing, the fastest processed color. Passion,

love, energy, speed, danger, urgency. It increases our heart rate (may be related with our blood).

YellowHeat, joy, happiness, laughter,

optimism, youngness, sunshine. Too much yellow might be tiresome

for eyes. It creates good contrast when used with other colors.

OrangeAggressive, call to action. Used in

the logos of restaurants along with yellow.

GreenThe easiest processed color.

Natural, healthy, expectation, intelligence, wealthy, relaxing.

PinkRomantic, feminine, young females,

love, wisdom, approachable.

PurpleCreativity, loyalty, dignity, wealth

BlackMasculine, sadness, powerful,

luxury, sophisticated, mysterious.

Gray/SilverTechnology, efficiency, adventure,

competition.

White- simplicity, purity, new beginnings

AIDA

• A good advertisement must– Attract Attention (A) – Increase Interest in the product (I)– Create Desire to get the product (D)– Lead to an Action to get the product (A)

DISCLAIMER• I do not own these images. These are the links to the original files• http://i.dailymail.co.uk/i/pix/2011/03/31/article-0-001AFBFE00000258-370_468x263.jpg• http://www.saleschase.com/blog/assets/2012/05/Catchy-Funny-Ad-Day_Best-Commercial-Ad-Campaign_Colgate-Plax-Eye-Mask-e1337847877947.jpg• http://cdn.doublemesh.com/wp-content/uploads/2013/11/Voltaren-Bulldozer.jpg• http://i.dailymail.co.uk/i/pix/2012/01/23/article-0-0DE3D9FE00000578-711_634x366.jpg• http://trendsupdates.com/wp-content/uploads/2008/10/funny-ads-1.jpeg• http://3.bp.blogspot.com/_uBqR-SxdBYc/SMdYP0a6VqI/AAAAAAAAAn8/4wDruo-vi5Y/s400/18.jpg• http://1.bp.blogspot.com/-ARBkF8pcjw4/TcGAkE2aBfI/AAAAAAAAC6I/p9eSqQJg12k/s1600/Funny+Advertising7.jpg• http://www.saleschase.com/blog/assets/2012/03/Catchy-Ad-of-The-Day-by-Saleschase.com_3M-Scotch.jpg• http://pleated-jeans.com/wp-content/uploads/2012/06/webdesignerdepot-1-1.jpg• http://adsoftheworld.com/media/print/arno_blender_bush• http://theinspirationroom.com/daily/print/2007/3/australia_post_dad_hug.jpg• http://www.toxel.com/wp-content/uploads/2008/08/cocacolaads1.jpg• http://theinspirationroom.com/daily/print/2007/3/australia_post_hug.jpg• http://ecx.images-amazon.com/images/I/41DT6h-lsxL.jpg• http://files.coloribus.com/files/adsarchive/part_1040/10406355/file/lego-city-shadow-small-11887.jpg• http://adsoftheworld.com/media/print/innocence_in_danger_girl_0• http://www.inspirefirst.com/2012/05/12/40-social-awareness-advertisements/• http://amazngfacts.com/facts/40-most-powerful-social-advertisements/• http://www.1stwebdesigner.com/wp-content/uploads/2010/01/most-interesting-ads/pepsi-twist-most-interesting-and-creative-ads.jpg• http://allyourwants.blogspot.jp/2010/10/very-interesting-advertisements.html• http://bestvideosnow.com/wp-content/uploads/2013/05/anuncios-graciosos-02.jpg• http://www.chilloutpoint.com/images/2013/09/amazing-creativity-in-pictures/amazing-creativity-in-pictures-01.jpg• http://www.wallpaperhi.com/thumbnails/detail/20120720/funny%20ballet%20creative%20advertisement%20dancing%20baker%20ad%20commercial%20microvawe%201600x1055%20wallpaper_www.wallpaperhi.com_99.

jpg• http://www.moreaboutadvertising.com/wp-content/uploads/2013/06/econ-4.jpg• http://img.gawkerassets.com/img/18kgb4niduv1kjpg/original.jpg• http://adsoftheworld.com/media/print/bling_accessories_soccer• http://www.printwand.com/blog/media/2013/03/john-caples-sales-letter.jpg• http://adsoftheworld.com/media/print/colorado_wildlife_council_lessons• http://adsoftheworld.com/media/print/lego_masters_leonardo• http://kavi9999.files.wordpress.com/2009/11/absolut-paradise.jpg• http://theinspirationroom.com/daily/commercials/2006/7/coca-cola-happiness-factory.jpg• http://creativadvertising.files.wordpress.com/2013/05/creative-advertising-outdoor-open-heppiness-coca-cola.jpg• http://adsoftheworld.com/media/print/globalization_and_solidarity_global_neighbors_care• http://adsoftheworld.com/media/outdoor/book_culture_imagination_got_there_first_2• http://adsoftheworld.com/media/print/acuario_inbursa_ocean• http://static1.businessinsider.com/image/4f8eaccbecad04a25900000b-1200/phyllis-robinson-ran-the-copy-department-of-ddb-in-1949-shes-responsible-for-you-dont-have-to-be-jewish-to-enjoy-levys-jewish-rye-bread.jpg• http://www.trueartworks.com/large/0000-5682.jpg• http://neurorelay.com/wp-content/uploads/2012/06/color-purchases.png• http://99designs.com/designer-blog/2011/09/08/how-color-impacts-emotions-and-behaviors/• http://adamacar.wordpress.com/about/