Margo Berman 
The Copywriter’s Toolkit [EPUB ebook] 
The Complete Guide to Strategic Advertising Copy

Preface xii

Acknowledgments xv

Chapter One The Persuasive Word: Strategy ABCs: Audience, Benefits, And Creative Briefs 1

Thinking about strategy first 2

Examining the brief: an up-close look 4

Templates 1.1: The shorter creative brief 4

Templates 1.2: The creative brief 5

Gaining deeper audience insight through VALS and observational research 6

Useful info 1.3: VALS comparison starting with highest incomes on top 10

Understanding secondary audience versus primary audience 10

Delving into consumer insights 11

Realizing the importance of a benefit 12

Creative strategy exercises 13

Notes 14

Chapter Two The Strategic Word: Strategy Categories 15

Using strategic thinking strengthens each touchpoint 16

Analyzing types of strategies 17

Keeping a handy reference list of strategies 18

Evaluating strategies and needs 23

Applying different types of positioning 27

Inventing the USP: selling uniqueness 28

Creating the main message: campaign slogans 28

Deciding the tone of voice 29

Considering competitors 29

Designing tactics 29

Advice from the pros 2.1: Charlie Hopper’s writing for specific media tips 29

Final creative direction checklist 30

Creative strategy exercises 30

Notes 31

Chapter Three The Chosen Word: Writing Techniques 32

Developing a strong message with legs 33

Determining the tone of voice 34

Finding the point of view 34

Writing the way you speak 35

Writing to your audience 37

Checklist 3.1: A quick “Grammar” copywriting checklist 38

Writing for the medium and the senses 39

Writing for celebrities 40

Finding your own voice: some tips 41

Quick chapter overview 41

Checklist 3.2: Writing technique tips checklist 42

Creative writing exercises 42

Notes 43

Chapter Four The Sticky Word: Headline and Slogan Techniques 44

Devising ad structure: headlines, subheads, body copy, and slogans 45

Remembering the call to action 46

Thinking up catchy headlines and subheads 46

Reviewing different kinds of headlines 47

Making up sticky slogans: the backbone of campaigns 50

Adding power to your writing 55

Copywriting insights and tips 55

Making your copy sticky 56

Creative writing exercises 57

Notes 57

Chapter Five The Written Word: Print 59

Writing for the printed page 60

Formulating one focused message 61

Remembering the reader 61

Checklist 5.1: Copy checklist 62

Discovering basic copy format 64

Templates 5.2: Basic print ad copy format 64

Templates 5.3: Basic brochure copy format 65

Focusing on strategy, audience, benefits, tone of voice, message, and relevance 65

Recognizing categories of effective messages 66

Exploring playful, humorous, empathetic print ads 67

Studying more ads that empathize with the target 69

Identifying ads with an insider’s understanding 71

Shaping witty headlines that say it all 74

Noticing ads that don’t look like ads 77

Copywriting: a closer look 80

Print writing tips 80

Useful info 5.4: Common qualities in featured campaigns 80

Creative print checklist 81

Checklist 5.5: Print campaign checklist of questions 82

Creative print ad exercises 83

Notes 84

Chapter Six The Spoken Word: Radio 85

Becoming a radio aficionado 86

Tips and rules 6.1: How to write for the ear 87

Learning some radio tips from the masters 87

Tips and rules 6.2: Basic radio writing rules 90

Observing a few more radio writing “rules” 91

Applying basic radio copy format 91

Finding out more about radio format 91

Templates 6.3: Standard radio format 92

Useful info 6.4: Common radio terms 93

Thinking about production from the start 96

Using union and nonunion talent, music, and sound effects 97

Working with and directing the talent 98

Understanding radio dayparts 99

Exploring examples of great radio scripts 101

Script 1: Silver in the City :60 radio, “lead lining” 101

Script 2: Silver in the City, :60 radio, “seasons/vortex” 102

Script 3: Goodwill, :60 radio, “his, hers and ours” 102

Script 4: Pop Weaver Popcorn, :60 radio, “tv spot on the radio” 103

Script 5: Pop Weaver Popcorn, :30 radio, “arlene” 104

Script 6: Motel 6, :60 radio, “comparison” 104

Script 7: The Laughing Cow “Valley Girl” and “Enid” radio campaign 105

Advice from the pros 6.5: Joy Golden’s 10 secrets for creating successful comedy radio commercials 110

Writing radio tips 111

Advice from the pros 6.6: Charlie Hopper’s tips for writing for radio 111

Reviewing radio: the wrap up 113

Creative radio exercises 113

Notes 114

Chapter Seven The Animated Word: Television 115

Scrutinizing television writing: what’s the secret? 116

Analyzing TV writing: where to begin 116

Tips and rules 7.1: The three Rs 116

Reviewing universal truths 120

Scripts and examples 7.2: Bridgestone TV script: “taters” 123

Discovering more about universal truths 125

Scripts and examples 7.3: Bridgestone TV script: “scream” 129

Scripts and examples 7.4: Bridgestone TV script: “hot item” 131

Portraying common goals 132

Scripts and examples 7.5: Angie’s List TV script: “pay per view” 133

Scripts and examples 7.6: Angie’s List TV script: “red paint” 136

Seeing how exaggeration, humor, and strong copy drive home benefits 137

Realizing a great tip for TV spot length 145

Investigating ways to present TV ideas 145

Scripts and examples 7.7: Story script example: Hewlett-Packard, :30 TV, “Live Wirelessly. Print Wirelessly.” 147

Learning from beloved Super Bowl spots 148

Identifying types of TV commercials 148

Useful info 7.8: Some popular types of TV spots 149

Writing TV scripts 151

Tips and rules 7.9: Basic TV writing rules for scripts 152

Absorbing key copywriting tips 154

Tom Amico’s tips (Kaplan Thaler Group) 154

Sara Rose’s tips (Goodby Silverstein & Partners) 154

Vinny Warren’s tips just on screenwriting (The Escape Pod) 155

Casting TV talent 156

Becoming familiar with TV terminology 156

Useful info 7.10: Common TV terms 157

Templates 7.11: Basic TV copy format 160

Scripts and examples 7.12: Weight Watchers “momentum” campaign examples 160

Creative TV exercises 161

Notes 165

Chapter Eight The Delivered And Abridged Word: Direct Mail, Mobile, And Small-Space Writing 167

Exploring direct mail 168

Grasping why direct mail? 168

Checklist 8.1: Direct mail handy checklist 169

Learning a few pointers about writing self-promotion letters 172

Advice from the pros 8.2: Drayton Bird’s letter writing principles 173

Creating messages for mobile e-mail marketing 174

Writing copy for product packaging 174

Examining examples of creative package copy 174

Advice from the pros 8.3: Five tips for better results with mobile e-mail marketing from Shane Ketterman 175

Checklist 8.4: Small-space writing checklist 178

Scripts and examples 8.5: Headlines for Ugly Mug Coffee bags 179

Learning some tips for small-space writing from Charlie Hopper 183

Advice from the pros 8.6: Basic writing tips from Curt Mueller 189

Creating coupon copy 190

Examining online banner ad copy 190

Understanding catalog copywriting 191

Scripts and examples 8.7: Ovation Guitars copy 192

Checklist 8.8: Catalog copywriting checklist 193

Creative abridged writing exercises 193

Notes 194

Chapter Nine The Ambient and Moving Word: Out-Of-Home and Transit 196

Starting from the medium 197

Useful info 9.1: Kinds of ambient media 199

Noticing messages wherever you are 201

Looking closely at out-of-home messages 201

Tips and rules 9.2: Tips for writing ambient copy 202

Thinking about surprising the audience 202

Understanding your audience’s frame of reference 207

Being irreverent and still effective 212

Taking a once touchy subject into a humorous campaign 217

Finding new places to advertise 220

Checklist 9.3: Creative ambient checklist 222

Creative ambient exercises 222

Notes 223

Chapter Ten The Online Communal Word: Digital Dialogue, Virtual Community, Blogging 224

Interacting with your online audience 225

Writing for the Web 225

Surfing the Web 225

Talking to the reader 226

Evaluating the copy’s tone of voice 226

Including clever headlines 227

Scripts and examples 10.1: Fun website headlines 227

Advice from the pros 10.2: Warning: use these five headline formulas at your own risk 228

Analyzing the message 229

Tips and rules 10.3: The 10 basic rules of copywriting 229

Creating a successful blog 229

Tips and rules 10.4: 10 steps for a successful blog series 230

Reading blogs for digital writing tips 230

Editing: Charlie Hopper’s tips to cut copy 231

Advice from the pros 10.5: Andy Beal’s top blogging tips 232

Useful info 10.6: Top copy-specific blogs from “top copywriting sites” 233

Looking into blogs for ad agencies 234

Learning blogging tips 234

Learning the rules of guest blogging 235

Revealing more bloggers’ observations 235

Looking at online versus print articles 237

Useful info 10.7: Social media ethical issue terms 239

Reviewing digital writing 240

Checklist 10.8: Blogging checklist 240

Creative blogging exercises 240

Notes 241

Chapter Eleven The Online Word: Websites 242

Considering different types of digital directions 243

Examining a site with straightforward copy 244

Scripts and examples 11.1: Where we come from 244

Looking at copy on two digital agency sites 245

Examining a humorous site 249

Understanding SEO as a writer 249

Advice from the pros 11.2: Derek Cromwell’s website copywriting tips 250

Staying current about SEO 251

Useful info 11.3: 24 awesome SEO blogs everyone should read 251

Learning digital media from online experts 253

Advice from the pros 11.4: Alessandra Lariu’s digital writing tips 254

Useful info 11.5: Common Internet terms 257

Checklist 11.6: Online writing checklist 262

Creative online writing exercises 262

Notes 263

Chapter Twelve The Buzz Word: Interactive Engagement, Social Media, Viral Marketing 265

Understanding interactivity 266

Asking: what’s the point of interaction? 266

Considering sendable campaigns 267

Asking consumers to share their stories 267

Thinking about interactivity 268

Creating other ways to use interactivity 270

Discovering how to create buzz 274

Creating buzz with viral marketing / word of mouth 276

Asking why you responded 279

Understanding when buzz goes wrong 280

Looking at social networking: Facebook, Twitter, and more 281

Communicating online is similar to other media 283

Advice from the pros 12.1: Three digital writing tips from Peter Sena II 284

Watching new media 284

Using new media for marketing messages 285

Using social media to create viral reactions 286

Designing games to recruit staff 286

Final interactive media checklist 286

Creative interactive exercises 287

Notes 287

Chapter Thirteen The Multimedia Word: Integrated Campaigns 289

Developing ideas that spin out 290

Thinking about how small-space writing differs from other media 293

Creating messages that move from one medium into another 294

Thinking about multimedia from the beginning 297

Checking that you’re writing for the eye, ear, and imagination 297

Reminding consumers of the benefits in all media 298

Including target-specific ambient and interactive advertising 299

Being irreverent can create unforgettable messages 300

Creating a new approach to a normally stuffy category 301

Learning Charlie Hopper’s media-focused writing tips 302

Advice from the pros 13.1: Hopper’s top writing tips 303

Gaining some insights into how Crispin Porter + Bogusky think 304

Looking at more multimedia campaigns 304

Scripts and examples 13.2: Mount Sinai, :60

radio, “Two-Year-Old” 307

Single medium campaigns 307

Checklist 13.3: Multimedia writing tips checklist 310

Multimedia messaging exercises 311

Notes 312

Chapter Fourteen the Global Word: Multicultural and International Campaigns 314

Revisiting universal truths as a core message 315

Writing for hispanic markets 316

Using global truths for today’s diverse market 318

Advice from the pros 14.1: Five writing tips from George L. San Jose 346

Creating international campaigns 347

Seeing how concepts move into other markets 347

Taking a tagline into other countries 347

Changing consumer behavior with fun 357

Reaching out with on-the-go solutions 358

Using the digital world to go global 359

Observing international campaigns 360

Advice from the pros 14.2: Three tips for writing to biculturals from Carlos Menendez 361

Checklist 14.3: Multilingual and multicultural writing tips checklist 361

Multilingual and international messaging exercises 362

Notes 364

Suggested Reading 365

Index 368

Margo Berman is Professor of Advertising at Florida International University and has more than 20 years’ experience as a creative director and copywriter. She is the author of Street-Smart Advertising: How to Win the Battle of the Buzz (2010) and co-author (with Robyn Blakeman) of The Brains Behind Great Ad Campaigns: Creative Collaboration between Copywriters and Art Directors (2009).