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How To Do Copywriting?
Lazada UniversitySeptember 2016
2
2
Agenda
Copywriting: Definition, Importance and Classification
Copywriting: Preparation
o Collect Product Data
o Clarify Marketing Purpose
o Prepare the Tools
o Six Key Words
Copywriting: Execution
o USP: Unique Selling Propositions
o FAB Rule
o Method and Steps
3
3
?What is copywriting?
W Take marketing as purpose
W Provide Content
ho
Shop Full-time Copywriter
Product Manager
Senior Customer Service Agent
Senior Merchandizer
hy
hat
W
Definition of Copywriting
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4
To be a good salesman to better introduce and market your products
To improve product conversion rate
To reduce bounce rate
To increase relevant product sales
To deepen consumer’s brand impression
To add additional value
To infuse brand concept and image
One of the publicity means to promote the shop
…….
!
Importance of Copywriting
5
Seller Initiated Activity
Various creative promotion planning based on product
features and selling points, combining with holidays,
festival and other themes. 5
Lazada Hosted Promotions
Lazada seasonal promotion, such as Online Revolution
Campaign, kinds of holiday promotions.
Hot Theme Activity
Mainly in corresponding to the current popular activities, such as
Olympics and World Cup, or Lazada category promotion.
Classification of Copywriting
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6
Agenda
Copywriting: Definition, Importance and Classification
Copywriting: Preparation
o Collect Product Data
o Clarify Marketing Purpose
o Prepare the Tools
o Six Key Words
Copywriting: Execution
o USP: Unique Selling Propositions
o FAB Rule
o Method and Steps
7
Collect product data
Clarify marketing purpose
Prepare the tools
Six key words in preparation stage
Copywriting – 1. Preparation
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Product
basic
information
Product image material
Stakeholders:Product Manager, Operation Staff and Boss
Stakeholders:Product Manager, Operation Staff and Photographer
StakeholdersProduct Manager, Operation Staff and Boss
1.1 Preparation – Collect Product Data
Product
Images
Competitor
Product
Information
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9
Promote brand?
Launch new product?
Clearance sale?
Stakeholders : Operation Staff and Boss
1.2 Preparation – Clarify Marketing Purpose
1
0
10
Paper
Pen
Memo
White board
Magazine
Materials collected
…
1.3 Preparation – Tools
1
1
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Audience
Benefit
Feature
Goal
Strategy
Audience Reaction
1.4 Preparation – Six Keywords
1
2
12
Agenda
Copywriting: Definition, Importance and Classification
Copywriting: Preparation
o Collect Product Data
o Clarify Marketing Purpose
o Prepare the Tools
o Six Key Words
Copywriting: Execution
o USP: Unique Selling Propositions
o FAB Rule
o Method and Steps
1
3
13
FAB Rule
USP:
Unique Selling
Proposition
Method & Steps
2 Copywriting Execution
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4
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An advertisement must contain Unique Sales Proposition
This proposition should include below 3 key points:
Benefit
Commitment
Unique Selling
Point
Strong & Powerful
Persuasion
2.1 Copywriting Execution – USP
1
5
15
2.2 Copywriting Execution – FAB Rule
Features Advantage Benefit
Product’s basic
performance and
features
How the product
could affect
consumer when
they’re using it?
How the product
could benefit the
consumer?
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16
The car seat in the image is made
from genuine leather, which is
product inherent attribute.
2.2.1 FAB Rule - Feature
This seat is made
from genuine leather.
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The seat is very soft with good air permeability,
and is convenient to clean and maintain.
This is product’s function reflected when
using it.
2.2.2 FAB Rule - Advantage
Soft and convenient to
clean and maintain.
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Consumers feel very comfortable when
sitting on it due to its good air permeability
and softness.
This is product’s benefit.
2.2.3 FAB Rule - Benefit
Comfortable when
sitting on it
1
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19
Red pine material
2.2.4 FAB Rule - Example
Triangle basement
Durability – could use
many years
Save money
Stand steadily
Safe
Note: Please ignore the Chinese characters in the image
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0
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The secret to be an excellent
copywriter is: write, write,
and keep writing.
Let us to give it a try
2.2.5 FAB Rule - Practice
2
1
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Strategy
• It is not enough to only have the right
vocabularies and ideas —— they must be
placed in a right order.
• Choose a proper structure, to arouse
consumers’ interests.
Choose the right structure
2.3 Method and Steps
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Problem & Solution
Describe a problem that consumers are facing.
Ask and answer the questions that they care
most in order, such as “what is this” and “how
does it work”, during the problem solving
process.
2.3 Method and Steps
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Story
Tell a story about
# How other consumers use this product
# How they need this product gradually
# How this product has been developed
# ….
2.3 Method and Steps