How To Do Copywriting? Lazada University October 206
Agenda 2 Copywriting: Definition, Importance and Classification Copywriting: Preparation o Collect Product Data o Clarify Marketing Purpose o Prepare the Tools o Six Key Words Copywriting: Execution o USP: Unique Selling Propositions o FAB Rule o Method and Steps 2
Definition of Copywriting 3? What is copywriting? W Take marketing as purpose hy W hat Provide Content W ho Shop Full-time Copywriter Product Manager Senior Customer Service Agent Senior Merchandizer 3
Importance of Copywriting 4 To be a good salesman to better introduce and market your products To improve product conversion rate To reduce bounce rate! To increase relevant product sales To deepen consumer s brand impression To add additional value To infuse brand concept and image One of the publicity means to promote the shop. 4
Classification of Copywriting 5 Lazada Hosted Promotions Lazada seasonal promotion, such as Online Revolution Campaign, kinds of holiday promotions. Hot Theme Activity Mainly in corresponding to the current popular activities, such as Olympics and World Cup, or Lazada category promotion. Seller Initiated Activity Various creative promotion planning based on product features and selling points, combining with holidays, festival and other themes. 5
Agenda 6 Copywriting: Definition, Importance and Classification Copywriting: Preparation o Collect Product Data o Clarify Marketing Purpose o Prepare the Tools o Six Key Words Copywriting: Execution o USP: Unique Selling Propositions o FAB Rule o Method and Steps 6
Copywriting. Preparation 7 Collect product data Clarify marketing purpose Prepare the tools Six key words in preparation stage
. Preparation Collect Product Data Stakeholders: Product Manager, Operation Staff and Boss Product basic information Product Images Stakeholders: Product Manager, Operation Staff and Photographer Product image material 8 Competitor Product Information Stakeholders Product Manager, Operation Staff and Boss 8
.2 Preparation Clarify Marketing Purpose 9 Promote brand? Launch new product? Clearance sale? Stakeholders : Operation Staff and Boss 9
.3 Preparation Tools 0 Paper Materials collected Memo Pen White board Magazine 0
.4 Preparation Six Keywords Audience Benefit Feature Goal Strategy Audience Reaction
Agenda 2 Copywriting: Definition, Importance and Classification Copywriting: Preparation o Collect Product Data o Clarify Marketing Purpose o Prepare the Tools o Six Key Words Copywriting: Execution o USP: Unique Selling Propositions o FAB Rule o Method and Steps 2
2 Copywriting Execution 3 FAB Rule USP: Unique Selling Proposition Method & Steps 3
2. Copywriting Execution USP 4 An advertisement must contain Unique Sales Proposition This proposition should include below 3 key points: Benefit Commitment Unique Selling Point Strong & Powerful Persuasion 4
2.2 Copywriting Execution FAB Rule 5 Features Advantage Benefit Product s basic performance and features How the product could affect consumer when they re using it? How the product could benefit the consumer? 5
2.2. FAB Rule - Feature 6 This seat is made from genuine leather. The car seat in the image is made from genuine leather, which is product inherent attribute. 6
2.2.2 FAB Rule - Advantage 7 Soft and convenient to clean and maintain. The seat is very soft with good air permeability, and is convenient to clean and maintain. This is product s function reflected when using it. 7
2.2.3 FAB Rule - Benefit 8 Comfortable when sitting on it Consumers feel very comfortable when sitting on it due to its good air permeability and softness. This is product s benefit. 8
2.2.4 FAB Rule - Example 9 Red pine material Triangle basement Durability could use many years Save money Stand steadily Safe Note: Please ignore the Chinese characters in the image 9
2.2.5 FAB Rule - Practice 2 0 Let us to give it a try The secret to be an excellent copywriter is: write, write, and keep writing. 20
2.3 Method and Steps 2 Strategy Choose the right structure It is not enough to only have the right vocabularies and ideas they must be placed in a right order. Choose a proper structure, to arouse consumers interests. 2
2.3 Method and Steps 2 2 Problem & Solution Describe a problem that consumers are facing. Ask and answer the questions that they care most in order, such as what is this and how does it work, during the problem solving process. 22
2.3 Method and Steps 2 3 Story Tell a story about # How other consumers use this product # How they need this product gradually # How this product has been developed #. 23