How To Write A Copy Like A Genius.
Photo by Hello I’m Nik 🎞 on Unsplash
Just what is a copy?
Copywriting is like martial arts. Everyone has their own philosophies, styles and moves.
Some forms of martials arts pride themselves on the speed of knocking opponents down, others are out to programme us as infallible human bastions.
This is how I think about copywriting.
In a sense that it is highly individual, different mentors have different teachings harnessed from years of practice.
What works and what not differs widely.
I go through the same journey and have amassed experiences that are uniquely mine.
I will share more in this article through the lenses of my observations, but first, this is my definition of copywriting.
“It is writing intended to attract attention for a purpose(s).”
3 keys words peppered into my definition, each explained below.
- “Intended” – It is writing that is specifically designed and engineered,
- “Attention” – Because it is for human consumption, therefore it is needs to grab eyeballs,
- “Purpose” – For a specific reason, which is typically for sales, marketing, general awareness.
I will be using my observations to illustrate how I see copies all over the environment we live in, and how they meet my definition spelled out in the above.
For this article, let’s explore the basement carpark.
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We might be surprised.
The basement carpark is literally peppered with copies.
The reason is simple.
There is only that few seconds of driver’s attention (or the passenger at the front row seat) to be captured before they speed away.
Thus, all information that is within the basement carpark has to be,
- Short,
- Clear,
- No need for further explanation.
Let’s start the basement carpark tour starting from … the floor.
We can see this on the ground as we drive. It is designed to inform the driver to slow down because a hump is fast approaching. The message contains only 1 word, and contrasting colours of black and white with enlarged fonts ensures that the driver can see it from a far, giving them sufficient time to slow down before the hump.
The same is speed limits. Funny thing is this label is actually huge in actual size as I walked past, and I suspect it looks pretty small when cars are driving by.
Next, symbols. Specifically, directional arrows. A picture speaks a thousand words, especially when the goal is to get the receiver of information to decompose and process information quickly. As again, the directional arrows are pretty gigantic in actual scale.
Next, we see copies all over when we look up.
Where information on the ground packs a punch, so does information that is presented above our eye levels.
Copywriting is deployed all over in overhead signboards. 4 words is all that is required to reveal what could be possible. Need more parking? Looking for the way out? Look up and we will find the answer.
Next, information about exact location. We will notice that keywords are emphasised through bold fonts. In this case, the keyword is “Basement”. It serves a purpose. By “shouting” the word out loud ensures that vehicles and pedestrians alike do not miss the message and keep moving if this is not the level that they need to be in.
Imagine that the basement carpark is a giant maze, and that we have not been there before. How do we know where to go when we hop off the vehicle?
The answer: Through symbols, diagrams and words.
In summary, through copy.
Through words we know where we are. Through arrows, it tells us where to head to. Through symbols of a human and where the human is within a square, we know where to walk to in order to get an elevator to the ground level.
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My Simple Takeaway.
Copies which are writing intended for a purpose, are deployed everywhere.
In fact, it is deployed contextually as well.
When it comes to the maze-like basement carpark, copies are deployed for the purposes of showing the way, telling people where they are and where they can head to.
In short, copies are there “to show the way”.
Hopefully you have a higher appreciation of copywriting now!
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Aldric is the Business Alliance Director for J29Creative and is responsible to grow the company’s presence in Asia-Pacific and below. Reach out to him for his insights through email “achen@j29creative.com” or his Linkedin Profile.
