#Object 212A

[dostali]

Stronger than before. World of Tanks gameplay on the Soviet tier 9 arty Object 212A. 

[mwgoodrich]

Effective Copywriting

In 1866, Claude Hopkins recognized the need to study consumer behavior to inform the writing of copy for promotional campaigns (Adams, 2011). This important distinction, intended to increase sales, led to the specialized profession of copywriting dating back to 1892 (Adams, 2011). Since then, there has been a steady increase in the demand for copywriters, especially with the advent of the Internet and people’s media-saturated lifestyles (Adams, 2011). Today, it is more important than ever that media designers have a firm grasp of copywriting to serve clients who compete for mindshare and eyeballs-on-the-page in a crowded advertising and multi-media landscape.

One of the ways media designers can improve their copywriting and produce more favorable results for clients is to establish a brand voice. In this way, they understand the character of the client’s brand, who they are, and how best they can be represented in the written word (Felton, 2013). “Discovering who is talking precedes the words themselves and determines them,” says Felton (2013). By developing a brand personality, writing copy for the purposes of advertising and marketing becomes less encumbered and more easily measured against the intended personality.

Copywriting is unlike other forms of writing found in journalism, fiction stories, and magazine articles, in that the primary objective is to sell something (Bly, 2009). Bly (2009) believes there are nine keys to writing copy that sells, which are to write a killer headline, put the prospect first, figure out what the prospect wants, stress benefits, find the product’s USP, give proof, establish value, ask for action, and give a gift. While there are nuances to his approach and the real art lies in putting words to paper, copywriting is used to sell. Successful media designers will benefit from developing effective copywriting skills in addition to their graphic design acumen.

REFERENCES

Adams, D. (2011, February 14). What is Copywriting and How is it Important for a Designer? Retrieved June 04, 2017, from http://www.instantshift.com/2011/02/14/what-is-copywriting-and-how-is-it-important-for-a-designer/

Bly, R. W. (2009). 9 keys to writing copy that sells: Make your corporate clients happy with promotions that get results. Writer (Kalmbach Publishing Co.), 122(9), 40-41. Retrieved from http://web.b.ebscohost.com.oclc.fullsail.edu:81/ehost/detail/detail?vid=6&sid=afe4f8b5-212a-4a6e-975e-ef05fd92a258%40sessionmgr120&hid=129&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=43622876&db=a9h

Felton, G. (2013). Advertising: concept and copy. New York: W.W. Norton & Company.