GOOD IN LANGUAGE; NOT GOOD IN COPYWRITING?

Chanakya was an Indian teacher, philosopher, and royal advisor.

Chanakya managed the first Maurya emperor Chandragupta's rise to power at a young age. 

He is widely credited for having played an important role in the establishment of the Maurya Empire, which was the first empire in archaeologically recorded history to rule most of the Indian subcontinent

I am sure we all have heard of him. Yes, the brain behind the establishment of Maurya Empire. He was the master strategist and upon his guidance and direction, emperor chandragupta maurya ruled.

Why was Chanakya not the emperor then? If his strategy would have failed, the emperor and his empire would have collapsed. But still, he wasn’t the King.

King and King Maker are two different and distinct positions; like Language and Copywriting.

Shakespeare was and will remain a great poet. Wonder if we could really understand if he wrote advertisements.

Understanding the reader (read consumer here) and writing what the reader understands is the only key to a successful copywriting; and in turn a very vital element of advertisements and advertising campaigns.

Copywriting is an art of expressing everything in minimal language.

READER: what is it for me?

COPYWRITER: everything

Readers have many choices and access to more information than they can possibly digest. You have 5 – 10 seconds to capture a reader. If your copy does not engage the reader and communicate well, they move away … forever.

READER: I am time poor … I want an answer and I want it now.

COPYWRITER: invest minimal time and effort. We have made it crisp for you.

There are 4 keys to hook the READER rightly

·         Inverted Triangle – get key points first and the details later

·         Short – short and to the point lines works best

·         Packets – make smaller components of the entire text, small packets

·         Headings – all that it does is engagement. Marriage follows later

Beyond these let’s have few points that will persuade the READER and thus does the doing;

• Understand the reader first (read consumer/customer)
• Talk to the reader
• Grab reader attention
• Do not complicate, keep it simple and straight
• Be casual, be vernacular, build a connect
• Clutter break the competition
• Justify what you write
• Create a sense of urgency, sense of losing 

A copywriter has done his job if the advertisement/campaign has

• URGENCY
• UNIQUENESS
• ULTRA-SPECIFIC PROMISE
• USEFUL INFORMATION

Your brands will rule the market and surely establish Maurya Empire