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520 views124 pagesCopy Writing Tybammc Adv-1
Uploaded by
Dhruv JainCopyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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/ 124
659.13
G
DG:
nw A
G2751 COPYWRITING
T.Y.B.A.M.M.C. (Semester - V)
COURSE OUTCOME
1. To familiarize the students with the concept of copywriting a5
selling through writing.
To learn the process of creating original, strategic, compelling copy
for various mediums.
To train students to generate, develop and express ideas effectively,
N
4, To learn the rudimentary techniques of advertising headline and
body copywriting, the economy of words and thought peculiar to
this type of writing, and the necessity of creative thinking in written
expression.
5. In an ad agency, as a copywriter, one cannot “Just be creative and
express self” — here one is in a ‘creative professional’, and have to be
able to use the power of creativity for a commercial/business reason
- as someone is paying you to get a problem solved, using your
creativity.
6. There are two basic disciplines through which we make our
communication - verbal/written and visual, and both need different
skills-sets to master them. The structure of the syllabus is designed
to hone the necessary skills required for these two diverse
disciplines.
MODUL
1. Introduction to Copywriting
a) Basics of copy writing.
b) Responsibility of Copy writer.
2. Creative Thinking
a) How to inculcate a ‘creative thinking attitude’,
b) The idea incubation process.
c) What's the Big Idea? - How to get to the ONE BIG IDEA that
10 LECTURES
will inspire creative.
d) Crafting the reasons why consumers should believe your brand
Ma
and act.
(iv) —_—
seneration Techniques
dea vneratio” techniques eg. Brainstorming, Triggered
idea i Questioning assumptions, Picture Prompts, Scamper,
tain Referencing, Interaction, Imagination, Dreams, and
' roeanscreativit
a) Introduction
by Purpose
puLE -11: WRITING FOR ADVERTISING
MO! 8 LECTURES
1 Briefs
a) Marketing Brief
b) Creative Brief
Writing Persuasive Copy
a) Tone of Voice
b) What's the Tone?
1
¢) Tonality and character matters,
d) How to make your Writing, walk, Talk, and breathe
: e) Creating Breakthrough Writing
f) How to Control the “Command Center” in Your
g) Prospect’s Mind
h) How to Change Perception
i) Emotionality, Storytelling
MODULE - III: CURRENT ADVERTISING CAMPAIGNS
| 12 LECTURES
Copy Writing Style of Current Advertising Campaigns of the Best
Advertising Agencies for Their Clients
Two current campaigns for each of the following agencies including
TVC, Print, Outdoor and digital should be studied, and analyzed in the
class room.
a) JWT
b) Ogilvy
°) Lowe Lintas
4) FCB Ulka
(v) MODULE - IV: MEDIA AND AUDI
1.
e)
f)
DDB Mudra
Publicize Worldwide
@ At least three international awards winning previous year
campaign (one or two year previous) should be analyzed
and discussed in the class room.
@ Student to be taught the following when discussing the
Campaigns :
a) Copy writing style
b) Idea and concept
c) How copy is varied for differ media
d) Copy for children, youth, women, Senior citizens,
executives millianials, Baby Boomers, Gen X, Gen Y,
Gen Z.
e) Advertising appeals
f) Tone of Voice
g) Story telling
ES 10 Lectures
Writing Copy for Various Media
a)
b)
°)
d)
e)
f)
Print : Headlines, sub headlines, captions, body copy, and
slogans.
Television : Storyboard, Storyboarding Techniques, Balance
between words and visuals | Power of silence, formats of TVS’s
Outdoor posters
Radio
Digital copy for social media like facebook, Instagram etc
Copy for web page
Writing Copy for Various Audiences
a)
b)
°)
d)
e)
f)
Children
Youth,
Women,
Senior citizen and
Executives
Baby Boomers, Gen X, Gen Y (Millennials), Gen Z
(vi) _——
on to Write Copy for
» Direct mailer,
5) Classified,
¢) Press release,
d) B2B,
e) Email copy,
f) Advertorial,
g) Infomercial
2, Various Types of Advertising Appeals and Execution Styles
a) Rational appeals
b) Emotional appeals: Humor, Fear, Sex appeal, Music
c) Various advertising execution techniques
d) The techniques Evaluation of an Ad Campaign
The Techniques for Evaluation of an Ad Campaign
a) Evaluate the ad in terms of its efficacy, that is, to what extent
the campaign has achieved its set objectives;
b) Learn to appreciate the aesthetic aspects of the ad - how the ad
looks, its layout, colour scheme, typography, balance etc.
Corruption issues faced by the common man.
Challenges faced by senior citizens and the physically/ mentally
challenged.
ii) COPYWRITING
T.Y.B.A.M.M.C. (Semester - V)
Duration : 2, ! hours Maximum M,
Instructions; a) All questions are compulsory and carry equal marks *
b) Tigures to the right indicate marks
QI Answer any five from the following in four to five sentences
” Ts)
Surens
ae
Q.2. Answer any two of the following : 7%x7
2x2] [15]
7% x2] [15]
Q.4 Attempt an 1 i
‘ Y one of the following : [5]
B
Q5 Write Short
: rt Notes on any three ; [3 x 5] [15]
Sa _
MODULE -1
1. Introduction to Copywriting
-9
» Creative Thinking, ; 1 .
A 0-
3, Idea SD Techniques 18-25
4, Transcreativity 26-31
MODULE - I
5. Ce 32-37
6, Writing Persuasive Copy 38 - 44
MODULE - Ill
7. Copywriting Style of Current Advertising Campaigns 45-56
MODULE - IV
8. How Copy Varies in Different Media? 57-77
9. Writing Copy for Various Audiences 78-89
MODULE - V
10. How to Write Copy for? 90-99
11. Various Types of ‘Advertising Appeals and Execution
Styles 100-113
12. The Techniques for Evaluation of an Ad Campaign 114-117
(ix) to Copywriting wre
Chapter — 1
INTRODUCTION TO
COPYWRITING
@\ ee ror er)
| “Make it simple. Make it memorable. Make it inviting to look at
| ip iti ig al
|Make it fun to read.” : - Leo Burnett
BASICS OF COPYWRITING
Copywriters are specialized and proficient content creators who have
expertise in developing and integrating different types of copy across an
extensive variety of outlets. Copywriters provide an essential element in
the creative process. Without their clever play of words and original ideas,
the visuals in advertising would be meaningless. The most successful
among ad copies are the ones that strike the right balance between the
visual and the verbal. The copywriter tries to strike the right balance
between the imagery and words.
Derived from the Latin ‘ad copies’ (translated: to provide) and Greek
‘ad copium’ (translated: to nourish / to give), the word Copywriting has
been adapted in the contemporary advertising industry ‘to provide’ the
audiences with accurate information about products and services that will
help them make precise decisions. Copy is an essential part of any
successful ad campaign. Making sure your COPY is up-to-date,
grammatically correct and relevant to your audience plays the biggest role
in your success as a copywriter.
Even before we dive in, here are some fe
will build up our foundation :
1. Identify the Audience
The primary question we s|
for? _
for the consumers, website visitors,
atures of copywriting that
hould ask ourselves is - who are we writing
Evidently, we are writing . an
i ience, and using the right expr"
Understanding our audienc materials.
with them, is critical to writing effective copy persona’) before writing helps the copywriter
Mark Everett Johnson, an eminent copywrit
Rodale INC. wrote in an interview,
what makes them tick. You are not i
We should be able to involve
and demonstrate to them how a product, service, pr
can benefit them.
SP 8? Copywriting (TY. BAMM.C) (Sem
4 potential consumer or website Visito,
Ogramme or website
Getting a consumer profile, (also referred to as ‘customer avatar or
raft the ideal Message.
ler and creative director at
“Learn all you can about people and
n the business of writing words... you
are in the business of Motivating human beings to take action”, and this
can be done by a critical analysis of the consumer profile.
2.
Exploit Our Product's Benefits
The copy written by the copywriter has to highlight what the product
can do for a customer or how the product can assist a customer. We need
to put into words the reasons our product is the best accessible and better
than our competitors! products. Only then can you ensure that the
audience knows them and can relate to them.
3.
Exploit Our Competitor's Weaknesses
To write convincing copy, it is vital that we know what distinguishes
Our product from the competitor’
s. Once we are aware of our competitors'
flaws, we must ascertain that our audience is made aware of these as well
as our strengths, and understands why buying your competitors products
would be a terrible mistake. Thorough research of our competitors and
understanding their products and services, list the elements that make their
services inferior enables us to support our claims if we are challenged.
4,
to help them by making their lives easier, making them feel better, helping
them save money or time, etc. An effective copy can highligh the
product's features, benefits, and precisely describe how they ou ard
target audiences' lives in positive ways. Answering ire target = ien
question "What's in it for me?" is an important feature of writing copy.
i lize the
points in our copy to their own lives and aan er the
advertisement or marketing piece. This is how ne acd 10 29
individual customer's own life. By writing our copy
Communicate ‘What's In It For Me?’
The copy can :
©@ Communicate a special offer
© Share information and raise awareness
@ Generate leads
Customers need to comprehend how the product or service is going
Writing in the second person helps the audience quickly connect the nreoduction to Copyw 79 -ow |
customer rather than our self, the customer can personalize the ad and
product we are selling and act accordingly.
5. Understand Your Medium
It is essential to be aware that each diverse medium where an ad is
placed requires a different tone or style. The copy you use changes based
on the audience who will see the ad. Different media require different
copy to most effectively persuade a particular audience to act.
6. Avoid ‘Too Much Information’
Effective copywriting reveals to the audience just that much
information they need to know, to act and make a purchase or how to
manufacturer for more information. Unnecessary details clutter the minds
of the audience, which increases the possibility of overlooking or forgetting
the most important aspects of the advertisement. You're spending a
substantial amount of your advertising budget on placing each ad. With
each ad, you only receive a small amount of space to get your message
across to your audience. It is advisable to use that expensive space with
appropriate words to ensure you get the highest return on your investment.
7. Include a call to action
The goal of any ad is to stimulate a response from the audience. A
call to action is the element of copy that tells an audience how you want
them to react to your advertisement. Typically, the call to action generates
a sense of urgency around a message and provides instructions on what to
do next.
Including a call to action is by far the most important aspect of effective
copywriting.
The first step towards this is to make sure the sentence structure of the
copywriting is in active rather than passive voice. Copy that you write in
- the active voice is by definition action-oriented.
The second step in crafting an effective call to action in the copy is
developing a sense of urgency. The copy needs to tell them to get off the
couch and get into your store now. There are many words and phrases you
can add to your copy to create a sense of urgency.
8. Do Your Research ,
Another fundamental feature of copywriting is arrange for extensive
proof that the product or service is effective. '
This applies to website content writing as well. Unless you're pare
an opinion piece, the majority of blog posts, articles, and other et oe
most effective when they're backed up with supporting facts and prool. NESS
4 sos Copywriting (TY.BAM.M.C,) (Sem y
Every field will also have industry-specific sites and directories that
can help with your research. |
9, Understand the 3 Fundamental Rules of Selling |
Whether you're writing sales copy or website content, a soliq
understanding of the fundamental rules of selling will Strengthen whatever
you write.
Rule #1 : People don’t like the idea of being sold
Most of us enjoy buying items we want or need, such as a delicious
meal, a new cell phone, or maybe a massage. |
But no one likes to be sold. That's the feeling you never want to
Create in a prospect when they read your copy.
For the consumer, being sold feels like losing control of the process,
Therefore there is no point in applying any “high-pressure” sales tactics,
Rule #2 : People buy things for emotional, not rational, reasons
For instance, most of us enjoy eating chocolate chip cookies, so we
continue to buy them, despite any logical reasons why we shouldn't. }
The moral here is that effective copywriting needs to appeal to the
consumer's feelings and desires. The attractive copy needs to be able to
make the consumer want the product or service on an emotional level.
Seven age-old emotional triggers that copywriters often use are :
Fear
Greed
Vanity
Pride
Lust
Envy
Laziness
Positive emotions the Copywriter can also t
Curiosity
Optimism
Altruism
Love
Whimsy
Confidence
Passion
‘arget include : s seennn to Copii P'S?" ;
ino
pule #3: Once sold, people need to satisfy their emotional decisions with
ic ;
We all want to be in control of our lives and appear like we have it
ali together
Dale Carnegie has aptly described this phenomena in his words:
-when dealing with people, remember you are not dealing with creatures
oi logic, but creatures of emotion.”
This is why most advertising you see will include factual details about
a product, like specifications for a new car, nutritional information for a
food product, or all the qualifications a personal development coach has.
Writing effective headlines is an art in itself, which we'll get to in a
minute.
The headline is critical for getting your reader's attention. But once
you've gotten their attention, the lead must be able to keep them reading.
When you're crafting headlines, keep in mind that a good headline should
accomplish most of the following :
Set the tone for the entire piece of writing, reflecting the emotions
and personal values that will be expressed.
@ State exactly what the piece of writing is about. The more
specific, the better.
@ Include key benefits of the product or service being offered.
© Communicate something of value to the reader.
© Suggest that the written piece contains something unique that the
reader has never read before.
Responsibility of Copywriter
Copywriter responsibilities include :
© Writing clear, compelling copy for various mediums (e.g. ads,
blog posts, newsletters).
© Conducting thorough research and interviews.
@ Working with creative professionals to build marketing pro
and campaigns.
© Write clear, attractive copy with a distinct voice.
Interpret copywriting briefs to understand project requirements.
d other professionals on large-
© Collaborate with designers, PR an | igns and
and small-scale marketing projects (€-8: Sr ae
landing pages).
@ Conduct high-quality research and interviews.
@ Edit and proofread copy 4s needed.
jects 99s Copywriting (T.Y.B.A.M.M.C,) (Sem, y
6
@ Use SEO principles to maximize copy’s reach.
@ Source images and other content.
he Copywriter's work has become multidimensional, a8 companies
want their brand communicated through every medium imaginable,
Copywriters are often writing engaging, Creative Content that is also
flawless and succinct. They create ads or written material for Various
audiences across industries, through diverse fields like fashion, food,
automobiles, technology & healthcare.
Copywriters are witty, delightful people who have an eye for detail
and responsible for producing engaging, honest and persuasive texts
adapted to suit different advertising platforms like websites Or print ads,
Their job includes researching keywords to make interesting and appealing
written content.
Copywriters are found in industries, including marketing,
and travel. They can work alongside other writers, such as Soci.
Copywriters.
medical,
ial Media
The projects Copywriters we
main types of copywriting.
The actual writing process largely depends on
ork on will typically fall into one of the
Or, if you're a more spontaneous write
with less detail in your outline,
Creativity is indispensable to brin,
writes. Boring Copy is ineffective copy,
the chosen career,
8 life to whatever the Copywriter
and it won't get a Person very far in
A core skill of Copywriting is keeping the copy thought-provoking and
stimulating while integrating all the other technical aspects needed for that
type of Copywriting,
Editing and Proofreading the writ
A
800d grasp of grammar and
Precise tone wh
terms and conc
ten material is vital to avoid flaws.
syntax in the language, ensuring the
the audience, use of industry-specific
luded when Necessary.
ich is appropriate for
epts have to be incl
be applied toa range of
‘ground in web design,
°F other specializations related to
roles. Those
F who have a back,
graphic design, Copy-editing,
marketing, Copywriting ore 7
jing have an added advantage and can add these to their
op)
writing Services:
yawriting
Copywriting is part of nearly every business in the world. But the role
mywritiNg plays in each business will always be slightly different.
con
cof
This creates an enormous potential for every individual to essentially
write their own unique job description as a copywriter.
attributes of Good Advertisement Copy
4. Clarity
An ad should be clear and concise so that it can be easily understood
and grasped by the consumer. Interpretation has to be simple and stress-
free and words used have to be unambiguous in ads..
2. Aptness
Writing an apt copy is the art of arranging words and phrases that
create a strong desire in the mind of the reader to own the product.
Relax, you're
on Aiir-India.
To London every evening at 8:30. sss Copywriting (T.Y.B.A.M.M.C.) (5
~ (Sem,
~Y,
3, Personalized Messages
A personalized c
the consumer. If the copy has the ‘you attitude’ it
easily. The vintage
individual flyer to fly the airline.
opy is specific and presents something of interes
Air India Ad has just that quality of encouraging @
H
t ty
Vers,
Very
reaches out to the by
CECA
it’s basically just brown sugar-water
4. Honesty
An ad has to be truthful to be believed.
Brands and business
ad is only a half truth. Besides brown sugar wal
other
es tell a lot of lies to promote their products. This
ter, there is caffeine and
chemical ingredients that erode the stomach. *eu"ge?
S?'S?'S?
yr INE
10 COP.
. reader's attention by asking thought provoking
the 7 .
one of several rhetorical devices commonly used in
. e
questions ‘when utilized correctly, they can be a boon to your
sretserrere engage your audience and help persuade them to come
adver ting —they engi a : ;
copy’ or on their own, which has a greater effect then simply telling
-onclus :
toa rene to do something.
ul)
the au ask the wrong kind of questions, it can actuall
) akin it seem untrustworthy. We've all seen those
prand, ard you with questions like “Do you want to m
a “Do you want to lose 20 pounds in two
cash?
consumers avoid these types of hyperbolic sales pitches—t
turn them right off.
As a copywriter, you need to be a little bit o
writer, reader, manager, psychologist, salesman, diplomat, politician,
entertainer, showman, Manipulator, linguist... Successful copywriters are
compulsive communicators and storytellers who do a
because they have a lot to say.
Synthesis of Conception, economy of expression, lyricism and playing
around with words are tools and skills that the Copywriter possesses. This is
inaddition to a might Passion for reading.
The pace of agency life demands that
one subject to another without losing your
y damage your
advertisements
ake quick, easy
weeks?” Savvy
he language will
f everything : artist,
lot of writing
your mind hops with ease from
temper.
Who is a copywriter? What are the features of copywriting?
What are the responsibilities of a copywriter?
Why is the copywriter called multidimensional?
What are the 3 rules of selling that the copywriter should remember?
What are the attributes of a good advertisement copy?
anwnro
S?’s?°s?” Chapter — 2
CREATIVE THINKING
. To stimulate creativity one must develop childlike inclination j
a
nd the childlike desire for fecognition
How to Inculcate a Creative Thinking Attitude?
In the first place, is important for us to understand what the
challenges with divergent or innovative thinking.
Nurturing creative thinking starts with changing your perspective of
seeing or understanding things. Learning new and different styles of
thinking can help give birth to Powerful idea generation. Everyone talks
about the ‘creative Spark’, ‘thinking out of the box’ when they talk about
advertising and Copywriting. This includes not just a good command over
language and imagination but also the third very crucial ingredient:
Curiosity
Aesthetic thinking, divergent thinking, lateral thinking, Convergent
thinking, and inspirational thinking are five types of innovative thinking to
Set the process rolling, S? 8? 'sp
Aesthetic thinking focuses on reframing the problematic issue,
focusing to search for its inherent beauty and value, almost like looking at
a painting and analyzing it. Ads with a high level of artistic creativity
contain aesthetically appealing verbal, visual, or sound elements. High
production quality, witty dialogues, original and eye-catching color palette
or memorable music in jingles are a result of aesthetic thinking. As a result,
clients often view the ads as almost a piece of art rather than a deliberate
sales pitch. ™
99 Copywniting (LY BAMM.C) (Sem
ie
Divergent thinking is like a customary
brainstorming session, where creative minds
~y
come up with as many possible solutions as ( )
your imagination will allow. Divergent ‘4
thinking helps generate many solutions.
Clearly divergent thinking uses imagination. A
On the other hand, convergent thinking AH q
happens where you judge ideas, criticize
them, refine them, combine them and
improve them, all of which happens in your Conscious mind and adopts a
more logical methodology, encouraging creative minds to gather facts and
discover the most common solution to a problem. These Strategies are
frequently used together to conjure new
creative solutions.
Inspirational thinking focuses on
imagining the best-case scenarios to find a
new way to solve a problem, while lateral
thinking involves letting ideas flow in a
step-by-step format.
From Apple's ‘1984’ Super Bowl spot
to Nike's latest ‘Dream Crazy’ campaign,
Inspiration is a powerful emotion that
brands and advertisers
Inculcating the Creative Thinking Attitude
There are no universal recipes for
innovation, and each person has to develop
her or his own tactic depending on domain,
interest, type of thinking, or even the type of
team s/he is contributing to.
Practice dreaming
The greatest contradiction is that
creative thinking is not essentially the
product of IQ or enlightenment.
For someone, the apple falling on the head
is equal to gravity and for another Apple
symbolized a dream — realized into
products like personal computers,
smartphones, tablet Computers, computer
peripherals, and computer software,
Creative thinking is a matter of regularly 299 ,
ya’ ination, practicing your powers of observation and
ce im ; in thi . :
oil in 5 $0 simple, and yet in this era of information overload
if It sed urban life, this important element is often missing from
af cha
ive fives:
et ont
ractice dreaming, and practice focusing on cohesive
inking cannot happen.
war ortant rule of creative thinking is to allocate time in which
avery | a thinking about something specific.
a gRAIN THINKING LEFT BRAIN THINKING
Gl aking leaps of insight, | LOGI C: Drawing conclusions based
IVE on incomplete patterns, | on logic. One thing following another
fen feelings and visual images in logical order.
pune nic : Seeing whole things at once, | LINEAR : Thinking in terms of linked
oust! “he overall patterns and | ideas, one thought directly following
evi often leading to divergent | another, often leading to convergent
see conclusion.
one
The theory is that people are either left-brained or right-brained,
reaning that one side of their brain is dominant. If you're mostly analytical
and methodical in your thinking, the theory says that you're left-brained. If
\outend to be more crealive or artistic, you're right-brained.
The concept of right and left brain thinking was theorized by Roger
sperry who believed that both sides of the brain can reason, but by
diferent strategies and one side may be dominant in individuals.
The two sides of the brain communicate with each other via corpus
cdlosum. Left brain think is verbal and analytical while right brain
thinking is non-verbal and intuitive.
Sounce Ideas Off Others
Even a great innovator needs people around her or him to discuss -
bounce” — new creative ideas and innovations.
A final important asset to add to your innovation skillset, is the
Gpability to be a valuable team player, capable of bouncing ideas to the
aos For some young people this is very natural, while for others it
es so easily to be a team player. But it is never too late to train
in this mode of interacting.
hog Grits Process is the evolution of an idea into its final form
Progression of thoughts and actions. The creative Pee
"Wolves crits . . ‘1 il
leyig, al thinking and problem-solving skills. From songwriters {0
Isic i
bring ty oducers, creative individuals generally go through fve oe i
vu iti i ii i ina I
Sauation ideas to fruition—preparation, incubation, illum’
", and verification.
ss
Da seme 4 29's" Copywriting (TY.BA.M.M.C) (Sem — y
The Idea Incubation Process
If you want to incubate your ideas;
give yourself the time to step away from
the task you need to add Creativity to. You
may find that when you come back to the
Think
task, you're more capable of thinking
differently about it than you were before,
All because your mind has been primed to Execute
do the work, then given the space and
energy to subconsciously “connect the
dots” needed to do the work, Teunch
In this way, Creativity is less the
flipping of a light switch and more the
Painting of a picture. Slow and deliberate,
with a lot more work happening beneath
the layers we see at the end of the work.
the ‘me’ time, to allow the ideas to flourish
One of the best gifts you can give yourself as a crea’
from the work. Whenever you come back to it, with refre:
notice what can be improved almost immediately,
It is important to give ourselves
tor is time away
shed eyes, you'll
— Tanner Christensen
Ous stage within the creative Process, one of
four to five total stages, depending on who you talk to. According to the
renown creative theorist and Psychologist Graham Wallas, incubation
plays a crucial role in the first part of the Process of creative thought. His
Model states that the four stages are, in order: Preparation, Incubation,
Mlumination, and Verification. For inci
Incubation is a subconsci
incubation as “a Process of unci
elements that were stimulated thro
time, resulting in novel ideas at som:
On the outside, incubation
‘Onscious recombination of thought
ugh conscious work at one point in -
e later point in time.”
test the role of incubation by
8roups: one which receives
a short break between creative tests or tasks,
and another 8roup which get: eo
. ine 2 Ld 5
have shown that a short break ofte,
swe creative than if you do Nothing
fat time away from a proble,
yt ti A i
sr vel qubconscious brain to work
< the
N results in more creative
at all or focus on daunting
™ OF project, it turns out, often
on that Project free of conscious
yes cubation is a tricky thing. You
put | you distract yourself with cog
can you end UP with creative insight
Ne ming entertainment:
qo property let ideas incubate, you must participate in lightweight
which keep your mind engaged but not overwhelmed. This point has
5 demonstrated injmanly studies, including one by researchers from the
university of California Santa Barbra and the Max Planck Institute for
Human Cognitive Brain _Sciences. In the study—titled Inspired by
pistraction: Mind Wandering Facilitates Creative Incubation—researchers
ote that when participants were instructed to complete a creative task
they performed better if they were given a lightweight, simple task after
being shown the creative task but before attempting to complete it. Those
who were given a simple task between the works performed better than
not only those who had to work on an arduous challenge, but also those
who merely rested.
Illumination Stage : Sometimes called the insight stage, illumination
is when the “aha” moment happens. The light bulb clicks on as
spontaneous new connections are formed and all of that material you've
gathered comes together to present the solution to your problem. In this
third stage, the answer to your creative quest strikes you. For example, you
overcome writer's block by figuring out the ending to your story. It can
take you by surprise but after the incubation stage, an idea has emerged.
Evaluation Stage : During this stage, you consider the validity of your
idea and weigh it against alternatives. This is also a time of reflection when
you look back at your initial concept or problem to see if your solution
aligns with your initial vision. Business professionals might do market
‘esearch to test the viability of the idea. During this phase, you might go
back to the drawing board or you might forge on, confident in what you've
Come up with,
aes Stage : This is the final stage of ihe “F
bent an nd work happens. Your eee ee
{NY item or Sane campaign, a song, f te oropelled by that ini
that Popp, object that you set out to erie fe your design, bring your
idea to fa into your head. Now, you finallZ
and share it with the world.
an't, for example, expect ideas
nitively heavy or difficult tasks.
ate if i
ts if you distract yourself with
asks
‘ative process. It's
ht be a physical
tural design—
itial idea
~— ‘
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Copywriting (T.Y.B.A.M My, ane
Sem
gar
he big idea? How to get the one big idea that wij in
's the te
16
What’
ive thinking : Penrerel the biggest benefit th
creative thin roject denotes ggest be nm
The big idea for a fe prospect. And the big idea is just a
no ur prospect that relates
7 vebsite ca
service, or We ine idea you present to yol
big, thought-prove’’
a ctor service. . :
your produc il never win fame and fortune unless you invent big ideas )
[ ere iil
You wi to attract the attention of consumers and get them ie
te pe dvertising contains a big idea, it will pass like,
your product. Unless your a - David Ogilvy
|ship in the night.” ise and a big idea, you're ae
- f th a big promise an Y on
If the lead contains both a big Pp! tion and drawing them further into
i ’s atten
vour way to getting your reader's a 1
sour copying. You have to remember that you're not selling anything
different, but you've found a creative way to make your product seem
unique. _ .
The snowflake method, created by author and writing instructor
Randy Ingermanson, is a technique for crafting an idea from scratch by
starting with a basic story summary, then layering in additional elements. It
works well for all sorts of creative writing. To begin using the snowflake
method, think of a big-picture story idea and describe it with a one-
sentence summary. The snowflake method then requires you to build that
sentence into a paragraph, using that paragraph to create various character
descriptions.
- Observing people, logging experiences, uncovering a compelling
insight, finding the brand connection, getting a clear idea or challenge can
help in obtaining the BIG IDEA!
a a a few examples of big ideas from brands you know :
‘oogie : to organize the world’s inf i ake i ;
accessible and useful. information and make it universally
Amazon : to by y i
place where pe ree rea pa a Olu ca
want to buy online. fo find and discover anything they might
Nike : to bring j ie j m
world. (And {rom ergacay and innovation to every athlete in the
athlete.) Perspective, if you have a body, you are an
Facebook :
+ lo give people the ol
more open and cone ee »ple the power to share and make the world
Bip ideas, ;
, Ideas, whe; Py Sti
extraordinary rae they stick, can guide an organization to an
helps you determine when to move and where. It oo9
>
n that creates cohesion within your organizati
janization,
yinkile oof
af th yisior :
or Pa an 3 sul jerior execution over time.
wit feat ;
re ne vaso why consumers should believe your brand and act :
gg (Me want UXury, happiness, and fulfilment in their lives, and
, and
h e products they buy. If the brands they use
na positive experience, consumers form an opinion that
', which gives them peace of mind when buying.
Ips reduce the clutter, making it easier to find what
afl
. cons art through th
js tru»
ga prand he
king for.
elps defin
your product different an
e—in an instant, with a minimum of thought—
d more desirable than comparable
ched to the brands they use and view
I have opinions about the things we
to share them with others. Whether it's a good
meal, we become brand advocates when
Strong brands give consumers a
e emotionally atta
becom
mage. We a
art of their self-i
and we like
movie, of a great
sitive brand experiences.
heir experiences.
craft their copies based on this understanding of why
articular brand or product.
ovative thinking?
ive thinking attitude?
left brain thinking?
we share P
reason to share tl
Copywriters can
consumers will trust a p'
es of inn
f inculcating a creat!
between right and
What are the five typ
What is the process 0!
What is the difference
What is the incubation process?
What are the stages in the incubati
What is the Big Idea?
How can the copywriter craft the reason why consun
and act?
jon process?
ners believe in @ brand ea
18 oo Copywriting (1.¥.B.A.M.M.C) (Sem,
y
Chapter-3
IDEA GENERATION TECHNIQUES
© eee SEE“)
“Two heads are better than one and by sourcing ideas from each
other, you have a better chance of coming up with a strategy that will
allow your business to overcome a setback or challenges.”
Richard Branson (entrepreneur, Founder of Virgin Group)
Ideas are the fuel that drives our innovation strategy.
That's why we like to consider idea generation as a funnel: as wide as
possible at the top. The more ideas you put into it - when combined with
a structured idea management process — the more value you'll get out of it.
Idea generation is defined as the “process of creating, developing and
communicating abstract, concrete or visual ideas.” It’s unusual for the best
ideas to pop into our heads straightaway - though sometimes it seems like
some people have a gift for generating instant ideas and solutions. Great
ideas take time to cultivate and mature. Therefore, idea generation is
important because the process expands your thinking beyond the obvious
or rational.
Great creative work adds a layer of imagination and intuition to make
the messaging, strategy or approach unique and powerful. In the
advertising world, it is the agency’s job to understand the client, the
products and services, as well as its customers.
If enough research exists, differences ; between pee jn
consumers appear, leading to relationship individualities that ope) a
an idea. In advertising, an idea results from anew combines eae i
knowledge about products and people with a Fone no ee ee ath
and events. A practical step is to me information aa ene
eee aR Ny URC aera roducing process.
you gather it. This helps prepare your mind for the idlea-p' aie 9p r
pst] N ple have used brainstormin, ,
decades: f 6 t0 generate ideas, and
fo! “ with creative solutions to problems Ho
one prainstorming suitably for it to be entirely effective
a oxbom, Ma cha advertising executive ¢
approach and [PUSHES in his 195
" brainstorming, combines : relaxed,
with lateral thinking. tt encoura:
lem ond ideas that can, at first, seem « Bee 0 come up
ee crafted into original, Creative solutions io ap ome of these
sl can spark even more ideas. This helps to get people unt while
vin" them out of their normal ways of thinking, stuck by
Therefore, during brainstorming sessions,
4 aicizing or rewarding ideas. You're trying to op
eak down incorrect assumptions about the Problem's limits, Judgment
and analysis at this stage stunts idea generation and limit Creativity.
Evaluate ideas at the end of the session — this is the time to explore
