Brainstorming Notes - Copywriting Notes - Manipal Institute of Communication

Copywriting Notes
Manipal Institute of Communication, MAHE
Brainstorming
 Keep Jump

 Save a Slogan

 Spot the Target

 Alphabet

Creative Objectives

 Facts

 New names

 Similarity between dissimilar objectives

 New definition for product related nouns.

Message Style Approach

 Inform

 Persuade

 Entertain

 Creative Interest

 Stimulate

Approach – tone (what is being said)

 Rational – logic; head

 Emotional – feelings; heart and gut

 Entertain – Humour; laugh out loud

Message execution Approach

 Straightforward

 Demonstration

 Dramatization

 Fantasy

 Comparison

 Problem Solution

 Slice of Life

 Spokespeople

 Teasers

 Animation

, Remember, a good ad must

 VIPS - Visibility (for the product), Identity (of the brand), Promise (to the consumer) and Simplicity (in the
message)

 ROI - Relevant, Original, Impactful

Workout

 Hard sell/soft sell

 The big idea

 Creative thinking – free association, facts, new names, similarities, new definitions



Headlines

 Catches Attention

 Don’t have to read the entire text

 Summarises – message

 Gets readers to read the text

 Initiate Sale


Headlines

Direct Inderect
News Announcement Puzzles

Assertions Associations with pictures

Commands Blind

How-tow/questions



Functions of Headlines

 Capture the attention of your readers

 Lure them into the body copy

 Communicate a benefit

 Make a connection to the customer

 Enhance a Visual

Headline Should

 Be clear

 Avoid ambiguous and obscure words