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Copy Writing - Alison Course (1) > Module 1 (1) Simplified > Flashcards

Module 1 (1) Simplified Flashcards

1
Q

What is copywriting and its effect?

A

Copywriting excites people about a product or brand, increasing sales through persuasive ads.

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2
Q

What error do copywriters often make, and why can creative ads be ineffective?

A

Focusing on aesthetics over sales; creative ads may entertain but not increase sales.

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3
Q

What is the primary purpose of a commercial ad?

A

To persuade prospects to switch to your product by promising a significant advantage.

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4
Q

What is the common issue with humorous ads?

A

They may be memorable but often fail to promote the product effectively.

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5
Q

From whose perspective is it a significant error for copywriters to view advertising?

A

The general public’s perspective.

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6
Q

Is creative copywriting useless? Why do brands prioritize it?

A

No, it can aid brand recall but must ultimately drive sales.

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7
Q

What is the primary task of copywriters?

A

To focus people’s existing desires on a particular product.

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8
Q

What are two advantages of AI for copywriters?

A

Make up text and find keywords.

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9
Q

Does copywriting change for digital ads?

A

No, the reasoning remains the same despite different formats.

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10
Q

: How do you make a product stand out online?

A

Communicate the need, create desire, and persuade through direct communication.

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11
Q

Best tone for suggestive ad copy?

A

Be a friend.

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12
Q

Guidelines for writing effective copy?

A

Understand universal triggers, target specific groups, and address the product’s solution to a problem.

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13
Q

How can a product stand out among competitors?

A

Be honest and build goodwill by highlighting benefits.

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14
Q

Why suggest rather than assert in copywriting?

A

To avoid condescension and encourage curiosity.

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15
Q

How does suggestion-based copy help a brand?

A

Builds a reputation for honesty and drives sales.

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16
Q

Steps for suggestive, trustworthy ad copy?

A

Know your goal, address the product as the solution, write personally, and ensure readability.

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17
Q

Principle for good ad copy?

A

Be authentic and sincere.

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18
Q

How to tell if a copy is informative and authentic?

A

Clear information, highlights benefits, answers FAQs, and uses straightforward language.

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19
Q

Challenge with jingles and slogans?

A

They may be catchy but unclear about what’s being advertised.

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20
Q

Downside of funny ads?

A

They may entertain but not effectively sell the product.

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21
Q

Most important thing for ad copy?

A

Clearly communicate the product and its benefits.

22
Q

How can imagination be used in ads?

A

Create attention-grabbing, memorable visuals while clearly communicating the product.

23
Q

Importance of visuals in ads?

A

Universal language that grabs attention and communicates ideas effectively.

24
Q

Key points for boosting sales?

A

Highlight benefits, communicate clearly, and use effective visuals.

25
Q

What makes a successful team?

A

Working together effectively, like parts of a well-balanced unit.

26
Q

Three main forces in advertising?

A

Idea, message, and result.

27
Q

Four parts of a complete ad message?

A

Purpose, facts, tone, and approach.

28
Q

Secret to effective copywriting?

A

Emphasize benefits to make the copy convincing.

29
Q

Why is it crucial to clearly communicate the problem your product solves online?

A

To ensure quick recognition of the product as a solution.

30
Q

Tangible vs. intangible benefits?

A

Tangible benefits are measurable; intangible benefits cater to emotional desires.

31
Q

Quality as a benefit in copywriting?

A

Quality can be tangible (measurable) or intangible (subjective).

32
Q

Difference between soft and hard benefits in marketing?

A

Soft benefits appeal emotionally; hard benefits are significant in B2B marketing.

33
Q

Why are emotions relevant in B2B marketing?

A

Purchasers have emotions and need confidence in their choices.

34
Q

How to leverage emotions in marketing?

A

Connect with the audience’s feelings and aspirations.

35
Q

How to establish product benefits?

A

Express features as advantages using “you” to make it relevant.

36
Q

Importance of using “you” in copywriting?

A

Creates a personal connection, making the message more engaging.

37
Q

Best way to get interest in a product?

A

Focus on its benefits.

38
Q

What does negative copy emphasize?

A

Adverse outcomes if the product isn’t purchased.

39
Q

What are “negative benefits”?

A

Harmful results promised if the product isn’t purchased.

40
Q

How does negative benefit copy work?

A

Highlights the problem and positions the product as the solution.

41
Q

Can you choose to sell positively or negatively?

A

Yes, you can choose either approach.

42
Q

How can insurance be sold using negative benefits?

A

By highlighting protection from financial ruin.

43
Q

How to rethink mandatory purchases?

A

View them as investments.

44
Q

How to frame recycle bins positively?

A

As a way to protect the environment.

45
Q

What to consider when using fear in ads?

A

Ensure you present a clear solution.

46
Q

Less risky approach than fear tactics?

A

Link the product to positive experiences and results.

47
Q

When can negative benefits be used effectively?

A

For products solving well-known issues.

48
Q

Exception to using positive benefits in advertising?

A

When solving well-known problems like comparison-shopping.

49
Q

Example of using negative benefits effectively?

A

Online comparison-shopping for insurance or travel.

50
Q

What is comparative advertising and why is it risky?

A

Attacking a competitor’s product, which can backfire.

51
Q

Why is mentioning your competitor risky?

A

It might draw attention to the competitor.

52
Q

Better alternative to comparative advertising?

A

Highlight your own product’s benefits.

Copy Writing - Alison Course (1) (7 decks)

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