How To Do Copywriting?

Lazada UniversityOctober 2016

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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

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？What is copywriting?

W Take marketing as purpose

W Provide Content

ho

Shop Full-time Copywriter

Product Manager

Senior Customer Service Agent

Senior Merchandizer

hy

hat

W

Definition of Copywriting

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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

…….

!

Importance of Copywriting

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Seller Initiated Activity

Various creative promotion planning based on product

features and selling points, combining with holidays,

festival and other themes. 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.

Classification of Copywriting

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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

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Collect product data

Clarify marketing purpose

Prepare the tools

Six key words in preparation stage

Copywriting – 1. Preparation

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Product

basic

information

Product image material

Stakeholders:Product Manager, Operation Staff and Boss

Stakeholders:Product Manager, Operation Staff and Photographer

StakeholdersProduct Manager, Operation Staff and Boss

1.1 Preparation – Collect Product Data

Product

Images

Competitor

Product

Information

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Promote brand?

Launch new product?

Clearance sale?

Stakeholders : Operation Staff and Boss

1.2 Preparation – Clarify Marketing Purpose

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Paper

Pen

Memo

White board

Magazine

Materials collected

…

1.3 Preparation – Tools

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Audience

Benefit

Feature

Goal

Strategy

Audience Reaction

1.4 Preparation – Six Keywords

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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

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3

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FAB Rule

USP：

Unique Selling

Proposition

Method & Steps

2 Copywriting Execution

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An advertisement must contain Unique Sales Proposition

This proposition should include below 3 key points:

Benefit

Commitment

Unique Selling

Point

Strong & Powerful

Persuasion

2.1 Copywriting Execution – USP

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2.2 Copywriting Execution – FAB Rule

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?

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The car seat in the image is made

from genuine leather, which is

product inherent attribute.

2.2.1 FAB Rule - Feature

This seat is made

from genuine leather.

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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.

2.2.2 FAB Rule - Advantage

Soft and 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

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Red pine material

2.2.4 FAB Rule - Example

Triangle basement

Durability – could use

many years

Save money

Stand steadily

Safe

Note: Please ignore the Chinese characters in the image

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The secret to be an excellent

copywriter is: write, write,

and keep writing.

Let us to give it a try

2.2.5 FAB Rule - Practice

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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