how to do copywriting? - lazada en content copywriting.pdf · 3 ？ what is copywriting? w to do...

How To Do Copywriting?

2

Agenda

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

3

？What is copywriting?

W To do marketing with purpose

W Provide Content

ho

Full-time Store Copywriter

Product Manager

Senior Customer Service Agent

Senior Merchandizer

hy

hat

W

Definition of Copywriting

4

To be a good salesperson who can introduce and market their products

To improve product conversion rate

To reduce bounce rate

To increase relevant product sales

To create better brand impression

To add additional value

To infuse brand concept and image

To promote the shop publicly

…….

!

Importance of Copywriting

5

Seller Initiated Activity

Creative promotions based on product features and selling points,

combined with holidays, festival and other themes.

Promotions Hosted by Lazada

Annual promotions, such as Online Revolution Campaign,

Lazada Anniversary campaign, etc

Hot Theme Activity

Mainly in corresponding to the current popular activities, such as

Olympics or World Cup as well as Lazada category promotions.

Classification of Copywriting

6

Agenda

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

7

Collect product data

Clarify marketing purpose

Tools

Six key words

1. Copywriting Preparation

8

Product

basic

information

Product image material

Stakeholders:

Product Manager, Operation Staff

and Boss

Stakeholders:

Product Manager, Operation Staff and

Photographer

Stakeholders

Product Manager, Operation

Staff and Boss

1.1 Preparation – Collect Product Data

Product

Images

Competitor

Product

Information

9

Stakeholders : Operation Staff and Boss

1.2 Preparation – Clarify Marketing Purpose

Promoting

brands?

Launching

new product?

Clearance

sale?

10

Paper

Pen

Memo

White board

Magazine

Materials collected

…

1.3 Preparation – Tools

11

Audience

Benefit

Feature

Goal

Strategy

Audience Reaction

1.4 Preparation – Six Keywords

12

Agenda

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

13

2. Copywriting Execution

FAB Rule

USP：

Unique Selling

Proposition

Method & Steps

14

Each advertisement must contain Unique Selling Proposition

This proposition should include the following 3 key points:

Benefit

Commitment

Unique

Selling Point

Strong &

Powerful

Persuasion

2.1 Copywriting Execution – USP

15

2.2 Copywriting Execution – FAB Rule

Features Advantage Benefit

Basic product

performance and

features

How can the

product affect

consumer when

they use it?

How can the

product benefit the

consumer?

16

When the seat is made out of

genuine leather, genuine leather will

be product inherent attribute.

2.2.1 FAB Rule - Feature

This seat is made out

of genuine leather.

17

The seat is very soft with good air permeability

and it's convenient to clean and maintain.

This is product’s function reflected

when using it.

2.2.2 FAB Rule - Advantage

The seat is soft with

good air permeability

and it's convenient to

clean and maintain.

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Consumers feel very comfortable when

sitting on it due to its good air permeability

and softness.

This is product’s benefit.

2.2.3 FAB Rule - Benefit

Comfortable when

sitting on it

19

Red pine material

2.2.4 FAB Rule - Example

Triangle basement

Durability – can use it for

many years

Save money

Stand steadily

Safe

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2.2.5 FAB Rule - Practice

The secret to be an excellent copywriter is:

Write! Write! Keep writing!

Let us give it a try

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Strategy• 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.

Choose the right structure

2.3 Method and Steps

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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.

2.3 Method and Steps

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Story

Tell a story about

# How other consumers use this product

# How they need this product gradually

# How this product has been developed

# …

2.3 Method and Steps

Thank you