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Marshall Cavendish International (Asia) PTE LTD - Andy Maslen

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THE COPYWRITING SOURCEBOOK Copyright 2010 Andy Maslen First published in 2010, reprinted 2011 by Marshall Cavendish Business An imprint of Marshall Cavendish International PO Box 65829 London EC1P 1NY United Kingdom info@marshallcavendish.co.uk and 1 New Industrial Road Singapore 536196 genrefsales@sg.marshallcavendish.com www.marshallcavendish.com/genref Marshall Cavendish is a trademark of Times Publishing Limited Other Marshall Cavendish offices: Marshall Cavendish Corporation. 99 White Plains Road, Tarrytown NY 10591-9001, USA Marshall Cavendish International (Thailand) Co Ltd. 253 Asoke, 12th Floor, Sukhumvit 21 Road, Klongtoey Nua, Wattana, Bangkok 10110, Thailand Marshall Cavendish (Malaysia) Sdn Bhd, Times Subang, Lot 46, Subang Hi-Tech Industrial Park, Batu Tiga, 40000 Shah Alam, Selangor Darul Ehsan, Malaysia The right of Andy Maslen to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988. All rights reserved No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the copyright owner. Requests for permission should be addressed to the publisher.

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Publié par	Marshall Cavendish International (Asia) PTE LTD
Date de parution	01 janvier 2010
Nombre de lectures	1
EAN13	9789814312134
Langue	English

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THE COPYWRITING SOURCEBOOK

Copyright 2010 Andy Maslen
First published in 2010, reprinted 2011 by Marshall Cavendish Business
An imprint of Marshall Cavendish International
PO Box 65829
London EC1P 1NY
United Kingdom
info@marshallcavendish.co.uk
and
1 New Industrial Road
Singapore 536196
genrefsales@sg.marshallcavendish.com
www.marshallcavendish.com/genref
Marshall Cavendish is a trademark of Times Publishing Limited
Other Marshall Cavendish offices: Marshall Cavendish Corporation. 99 White Plains Road, Tarrytown NY 10591-9001, USA Marshall Cavendish International (Thailand) Co Ltd. 253 Asoke, 12th Floor, Sukhumvit 21 Road, Klongtoey Nua, Wattana, Bangkok 10110, Thailand Marshall Cavendish (Malaysia) Sdn Bhd, Times Subang, Lot 46, Subang Hi-Tech Industrial Park, Batu Tiga, 40000 Shah Alam, Selangor Darul Ehsan, Malaysia
The right of Andy Maslen to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988.
All rights reserved
No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the copyright owner. Requests for permission should be addressed to the publisher.
The author and publisher have used their best efforts in preparing this book and disclaim liability arising directly and indirectly from the use and application of this book. All reasonable efforts have been made to obtain necessary copyright permissions. Any omissions or errors are unintentional and will, if brought to the attention of the publisher, be corrected in future printings.
A CIP record for this book is available from the British Library
eISBN 978-9-814-31213-4
Designed by www.stazikerjones.co.uk
Index prepared by Indexing Specialists (UK) Ltd
Printed and bound in UK by TJ International Ltd
Contents
Introduction
1. Headline
2. Sales letter
3. Case study
4. Press release
5. Product brochure
6. Press ad
7. Presentation
8. E-zine
9. Corporate brochure
10. Email
11. Adword
12. Article
13. Web page
14. Endpiece
Glossary
Acknowledgements
Many people have inspired, helped and encouraged me to write this book and this is my chance to repay them. First, as always, my clients, a great group of people to write for and without whose commissions I wouldn t have gained much copywriting experience at all.
In particular, I d like to thank those individuals who graciously allowed me to quote from, and in some cases reproduce, their marketing campaigns: Paul Joyce, Marketing Director, William Reed Business Media; Santa Marku, Head of Product Marketing, BSI; Paul Lewis, Head of Public Relations, RSPB; Nigel Jagger, Chairman, Cert Octavian plc; Kevin Harrington, Director, Sodexo; John Harrison, Streetwise Publications; James Phillips, Managing Director, Lewis Direct Mail; Sally Bibb, Director, talentsmoothie; James Evelegh, Editor, InPublishing; Clair Darke, Marketing Manager, FAST Ltd; James Kelly, Managing Director, Lorien Resourcing and Peter Clay, co-founder, crocus.co.uk
Martin Liu, Pom Somkabcharti and the team at Marshall Cavendish have, once again, offered invaluable advice in the most generous spirit. Ross Speirs, my friend and creative partner, is another source of advice on all matters design-related, and much else besides. Jane Kingsmill, Richard Harrison and Jane Bainbridge are all friends, and writers: they ve shared their thoughts on email and web writing and the correct approach for articles.
Jo Maslen is my wife and Commercial Director of Sunfish. Over the last 12 years, we ve bounced around hundreds if not thousands of ideas on the best way to write copy for different pieces. And, finally, my sons, Rory and Jacob, who always provide a dazzlingly different perspective on the world and remind me that there s more to life than writing headlines.
Thank you all.

For my parents, the first to show me the power of words to move hearts and minds
I remember my first ever copywriting job. It was 1986 and I had to write a sales letter. All I remember was my panic at having to fill two sides of A4 with selling copy... before lunchtime.
What I would have given for some simple guidelines on what to include, how to structure it and what style to adopt. I guess that memory was behind my idea for The Copywriting Sourcebook.
You don t need to read the whole book - or not in one go anyway - just turn to the chapter that deals with the marketing piece you re writing now.
Over the next couple of hundred pages or so, I give you step-by-step advice and templates for 12 of the most common copywriting tasks, plus a separate chapter focusing on headlines. I ve drawn on my experience writing copy both in corporate marketing roles and, since 1996, as an independent copywriter working for hundreds of different clients all over the world.
You get explicit, practical, step-by-step guidelines that help you write better copy, faster, for a wide range of formats, both online and offline. I help you answer the big questions we all face as copywriters:
- How do I write copy that works in any format?
- How do I adapt copy from print to digital communications?
- What is the best way to set out any type of sales or marketing piece?
- How can I save time when writing copy under pressure?
And what of the Internet? I have argued in the past that good copy works wherever you put it. That s true at the conceptual level, but there are differences between the web and print and I explore them in the chapters on emails, e-zines, AdWords and web pages.
Seven ways this book helps you
1. Helps you achieve sales, marketing and commercial goals.
2. Gives you easy-to-follow advice on the right way to write copy.
3. Provides real-world examples of different copywriting styles and tones of voice.
4. Allows you to write better copy, faster.
5. Takes the stress out of planning and writing any type of marketing or sales copy.
6. Shows you proven shortcuts for beginnings, middles and ends.
7. Explains how a professional copywriter goes about his work.
Headlines are so important I think they deserve a chapter to themselves. And they re everywhere: subject lines, envelope messages, banner ads, landing pages, book titles, training course titles. Although most copywriters will tell you they find writing headlines the hardest part of any job, sometimes they just seem to arrive out of the ether. One of my own favourites in this category is from a subscriptions renewal letter I wrote for Top Gear magazine. The headline reads:
People who think dolphins are cleverer than McLaren engineers want to ruin your fun
The letter was signed by Jeremy Clarkson, the lead presenter for the Top Gear TV programme, who also has a monthly column in the magazine. It captures his trademark tone of voice and style and does, I think, contain a clear appeal to the reader s self-interest. Namely, not having their enjoyment of cars spoiled by do-gooders. How long did it take me to write? There are three answers. One, about 15 seconds, the time it took me to type it out. Two, about five minutes, daydreaming about fast cars. Or three, 35 years, which was the time I d spent watching Top Gear on the television and internalising the brand values of the show (and, latterly, the spin-off magazine).
However, that was a rarity. Most of the time, I m like all the rest, sweating over headlines, finally coming up with a good one, then paralysed by fear that as I send it off to a client, maybe one of the rejects would have outperformed it. In the end you just have to step up to the plate and swing. It might work, it might not, but you can t second-guess your list.
So let me ask you a question. What do you think is the purpose of the headline? Here are a few possible answers:
a) to demonstrate to the reader how clever I am
b) to indulge my taste for wordplay and humour
c) to stop the reader from turning the page
d) to make the reader want to read the body copy
e) to encapsulate my sales pitch in 10-16 words or fewer
f) to fit in with the picture I have chosen
g) to allow me to use the same tired old clich as our competitors
h) to raise brand awareness
Your headline is your first and biggest weapon in the battle for eyeballs.
Though they would never admit it, many copywriters - both in-house and agency/freelance - are clearly motivated by a combination of a), b), f), g) and h). This type of writer frequently, though not always, works in an above-the-line role, where measuring results from specific executions or campaigns is difficult if not impossible. (But grinning broadly as they drive by a 96-sheet poster with their headline on it is effortless if not mandatory.) Writers working below-the-line, where everything is measurable (and testable) tend to opt for a combination of c), d) and e). (Though not always.)
Winning the battle for eyeballs
If you need to make money from your marketing campaigns, your headline is your first and biggest weapon in the battle for eyeballs. Get it right and you have a (temporarily) captive audience and the possibility of winning orders. Get it wrong and you have a funny picture for your office wall.
So where do we start? You can roughly divide headlines into three categories:
1. Those promising news.
2. Those arousing curiosity.
3. Those offering a benefit.
When Ogilvy Mather tested headlines, they found that benefits out-pulled news, which out-pulled curiosity. A combination of all three was the most responsive of all. This is bad news for writers who favour headlines like this:
Have you discovered Acme toner cartridges yet?
(Reader: No. Turns page.)
But excellent news for writers who like lines like this:
Fighter pilots: how this everyday vegetable can help you see better at night
(Unfortunately, I ll never use that one, but you get the idea!)
This should be simple then. After