Creative writing

• Creative writing


  A form of artistic expression that draws on the imagination to convey meaning through the use of imagery, narrative, and drama
• Creative writing


  The art of selling with the written word
• Copywriting


  Mainly written with the intention of selling, usually found on Billboards, Social Media Ads and more
• Content Writing


  Mainly written for information or education purpose, usually found in newspaper blogs and so on
• Content Marketing


  Content created for education with the purpose of selling, includes memes, Videos, Podcasts, Youtube, Blogs
• Types of Copies


  • Marketing copies
  • Functional copies
  • Technical copies
  • Microcopy
  • Scripts
• Emotional Appeal


  A method of persuasion that's designed to create an emotional response
• Fear Appeal


  A message that is designed to scare the intended audience by describing a serious threat to them
• Bandwagon appeal


  Extremely effective in making the consumer feel left out, FOMO
• Rational Appeal


  Persuades audiences to purchase something or act on something by appealing to their sense of reason or logic
• Snob Appeal


  Making consumers feel not so good about themselves and telling them that If you use this product you will become worthy
• Secrets of copywriting

  • Understanding your audience
  • Product clarity
  • Audience Impact
  • Assertive by Nature
  • Benefits over features
  • Write to express, Not Impress
  • Call to action
• Awareness


  A catchy headline, video & hero image
• Interest


  Benefits over feature, Explaining benefits of your product or service and how it can solve their problem
• Desire


  Making sure you are writing for scanners and scrollers, maintain your visitor's interest by ensuring that the first few words are really interesting or engaging
• Action


  A clear and obvious call to action, Urgency is important
• Elements of an Ad copy

  • Headline
  • Self Interest
  • Titles providing value
  • News
  • Creating curiosity
• Design and copywriting should always go hand in hand
• Crooked Numbers technique to use odd-even mix numbers to make the stats more believable
• Blog


  A frequently updated web page used for personal commentary or business content, often interactive and include sections at the bottom of individual blog posts where readers can leave comments
• Things to remember while writing a Blog

  • Start with an interesting opening paragraph
  • Use the correct name
  • Always add CTA in the end
  • Choose a relevant niche
  • Write in a conversational tone
  • Focus on grammar
• Main objectives a writer while writing an article

  • Give advice and courses of actions
  • Drives exposure on newsworthy and technological stories
  • Influences the current opinions of their readers
• Steps to write an article

  • Use a perfect headline
  • Select a specific topic
  • Write at least 3 FAQ based questions on your topic
  • Always give information that adds value in your audiences life
• Script


  The written content for a visual story such as a play, television show or movie, primarily focusing on the dialogue between characters in the story
• Importance of a content calendar

  • Organization
  • Consistency
  • Team Collaboration
  • Adaptability
  • Evaluation and Improvement
  • Deadlines and Accountability
• Primary requirements of the content calendar

  • Platform
  • Format
  • Date
  • Time
  • Copy (Headline)
  • Creative (Image)
  • Link (if required)
  • Subject
  • Content Type
• Tips for writing product descriptions

  • Learn about your customers
  • Make benefits shine
  • Add some humor
  • Use sensory words
  • Tell a story
• News articles


  • Present information in a specific way
  • Convey all relevant information in a limited word count
  • Give the facts to the target audience concisely
• Writing a newspaper article

  1. Plan your article

  2. Compile all your facts

  3. Research on your topic

  4. Create an article outline

  5. Know the truth
• Product descriptions


  • Learn about your customers
  • Make benefits shine
  • Add some humor
  • Use sensory words
  • Tell a story
• The protagonist is the main character.
• A plot is what happens in the story, including events that lead up to the climax and resolution.
• Setting refers to where the action takes place.
• Brand truth


  The core emphasis or commitment of a brand
• Brand positioning


  Where a brand places itself in the minds of consumers relative to competitors
• Stages of BSC's journey

  • Inception
  • Maturation
  • Sustenance
• Brand positioning process

  1. Research

  2. Discuss

  3. Read
• Humour in branding


  • Brands that use humor & make consumers laugh are more likely to be remembered compared to those that don't
• Types of reports

  • Internal
  • External
  • Team Leaders
  • Management
  • Other Departments
  • Clients
  • Investors
  • Other Stakeholders
• Ads


  Require attractive copies to catch attention & make the user click on them