The Copywriter's Toolkit

?From strategy fundamentals to executional tips from some of the industry?s best, beginning writers and veterans alike will appreciate using The Copywriter?s Toolkit to help them get started?or even clear away the cobwebs.??Tom Denari, President, Young & Laramore ?The Copywriter's Toolkit is one of the few books I have read that applies to the meeting room as much as the classroom. I found the relationship between strategy and execution to be right on. I highly recommend it.??Joe Zubizarreta, CEA, Zubi Advertising Services ?Berman has succeeded in explaining the entire, global, advertising ecosystem in one comprehensive, easy-to-read book.??Pippa Seichrist, President, Cofounder, Miami Ad School

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).

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 Hoppers 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 insiders understanding 71 Shaping witty headlines that say it all 74 Noticing ads that dont 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, :6