Overview of Marketing Copywriting
In his video “Learning to Write Marketing Copy”, Ian Lurie teaches the audiences how to write marketing copy. He explains the definition of copywriting and the goals of this writing style. Lurie also introduces different types of marketing copywriting and helpful tips for the learner. At the end of this section, he provides background information on the example that will be used in the following lecture.
Writing Copy
In this section, Lurie describes the process to write a copy in specific. Before writing the copy, he suggests preparing the needed tools, creates the plan, and get ideas through free writing. During the writing, Lurie believes, writing the first can make the thoughts in order. Then, he recommends some general rules that can be useful for copywriting: direct to readers, focus on quality, and avoid sarcasm. Lurie admits the importance of heading. He hopes the learners can keep the heading clear, make it positive, and identify the difference between caption and heading. He also provides some methods to test the heading is effective or not. After writing the copy, Lurie claims copywriters can sell the page to keep people reading. Next, he offers some tips about structuring for print or online. Typography is an effective tool to improve the copy. Lurie shares some recommendations about typography that are accessible to the copy more scannable.
Rewriting Existing Copy
Lurie discusses the ways to rewrite existing copy in three components. He recommends that the learner need to understand the structure of the existing copy, apply active voice in rewriting, and proofread the draft in the end. Regarding different types of rewriting copy, he mentions various tips based on different purposes.
Conclusion
In the conclusion section, Lurie displays some supplemental tools that help write marketing copy. First, managing the copywriting team as a leader and supporter. Second, setting the editorial calendar effectively based on the goal of the writing. Third, take some steps to manage the brand voice to improve the brand becomes stronger.
“The subject is just letting it happen. You should avoid the passive voice.”
Stephen King
After watching this video, I tried to use more active voice and avoid passive voice in my summary. The result is I got a higher grade in different grammar checking application. Meanwhile, I found some resources that support active voice are more valuable in business writing. As Masters indicated (2015) that “For me, the strongest argument against passive writing is that it often adds unnecessary words to a sentence”. “The subject is just letting it happen. You should avoid the passive voice. “as King stated (2000). I believe the active voice can help copywriting becomes clearer in various reader group. As a customer with international background, I would willing to buy a product with a very straightforward introduction, especially regarding new innovative product. As a copywriter, a direct and clear can help me to reach as much as possible customer in this rapidly developing society.
Reference
LinkedIn Learning. (2014, May 30). Learning to Write Marketing Copy. Retrieved from
https://www.linkedin.com/learning/learning-to-write-marketing-copy/welcome?u=2109516
Masters, S . (2015, June 3). Using Active Instead of Passive Voice in Marketing Copy. Retrieved from
King, S . (2000). On Writing: A Memoir of the Craft. Retrieved from
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