UNDERSTANDING THE VALUE OF
COPYWRITING in public relations vis a vis
CHOOSING A CAREER PATH
YOUAREKINGMAKERS…PERIOD!
COPYWRITING SUMMARISED
Copy writers are King Makers!
Copywriting is akin (same as) to storytelling, where you work on creating a copy that
tells a story, compelling the audience to connect with the brand, understand the
company's journey, and choose to buy its goods and services.
A copywriter does a little bit of everything…
Copywriters typically work on several projects at once and must be skilled at
multitasking
While tradition labels us as advertisers, the truth is that we bring critical thinking,
planning and innovative execution to every communications platform.
Copywriting requires Strategy
This model describes the various stages of a prospect's journey from the first interaction with a
brand to the ultimate goal: Conversion. Conversion rate optimization is about moving people through
a marketing funnel, turning them from cold traffic into customer.
TO SUCCEED, YOU HAVE TO UNDERSTAND HOW YOUR AUDIENCE THINK!
How it works?
PLAN (Create a Strategy)
REACH (Identify and Grow Your audience) – Where can they be found
ACT (encourage brand interactions and leads) – Catch their attention and give them a reason to
reach out
CONVERT (increase sales conversion)
ENGAGE (Build customer loyalty and advocacy) - The Apple Story
Copywriting requires Strategy – AUDIENCE/Market
SEGMENTATION
Copywriting requires Strategy
Audience segmentation and a multichannel marketing strategy work together to help you reach your target
audience as effectively as possible. You’ll find that some segments are more present on certain channels than
others.
For example, if you want to reach a younger audience to promote a new Earpod brands – What channel is ideal?
(You may find them on social media platforms like TikTok and Instagram)
If you run a digital marketing agency, on the other hand, you’ll likely have an easier time finding your B2B
audience on platforms like LinkedIn and Twitter.
LET’S TAKE A JOINT CLASS TASK
1. Give me an example of a Brand or company
2. Let’s Identify the audience – Audience Breakdown
3. Suggest an appropriate copy that will sell the brand
IMPORTANT STEPS TO A STRATEGY THAT YEILD RESULTS
CASE STUDY: MIRINDA AD 2023/2024 #izzPlenty
Strategy Methodology – HOW COPYWRITING WINS
ACT
PLAN (encour ENGAGE
REACH CONVERT
(Create age (Build
(grow brand (increase
Digital customer
online interacti sales
Marketing loyalty and
audience) ons and conversion)
Strategy) advocacy)
leads)
This model describes the various stages of a prospect's journey from the first
interaction with your brand to the ultimate goal: conversion. Conversion rate
optimization is about moving people through your brands marketing funnel, turning
them from cold traffic into customer.
A COPY WRITER’S CHANNELS
1. Website
2. Social Media :
Facebook
Instagram
Twitter
Youtube
LinkedIn
3. Email marketing
4. Forum/Events
5. Blogs
SKILLS A COPYWRITER MUST POSSESS
Strong writing abilities: Craft clear, concise, and engaging copy with proper English grammar and
punctuation.
Understanding target audiences: Analyze and empathize with readers to tailor content to their needs
and desires.
Persuasive storytelling: Use storytelling and persuasive techniques to motivate readers to take
action.
Adaptability: Write for various industries, formats, and platforms, adjusting tone and style
accordingly.
Research and analytical skills: Conduct research and analyze data to create informed, accurate, and
resonant copy.
SOME WORTHY EXAMPLES
ENGAGING CONTENT FOR SM VIDEO AND IMAGE ADS
https://fb.watch/pW
W_RMwlGg/
ASSESTS THAT REQUIRE THE SKILLS OF A COPY WRITER
Emails Webpages
Posters Blogs
Billboards
Ads (TV & RADIO)
Case studies
Press Releases Social media posts
Give me more examples…
POSSIBLE CAREER PATHS FOR A COPY WRITER
Copywriter Public Relations
Ad copywriting Author
SEO copywriting Content designer
Creative Director Editor
Writers Work Marketing
Advertising Social media MANAGER
OWN A DIGITAL AGENCY DIGITAL MARKETING
THANK Y O U !
LD F E E L L IKE A KING
YOU SHOU
