95% Shots

A Shot of Writing Digital Copy

The copywriter’s job has always been to write in the voice of the brand. And now, with digital media, the copywriter’s job is still to write in the voice of the brand.

Now, other than TV, radio and print, you have to contend with websites, microsites, banners, the various forms of social media and even games. (And of course, there’s writing for SEO and coming up with wire frames. But that’s another topic for another day.)

The key lies in understanding the role of each medium. With TV, print and radio, the brand has always had to present or perform. Some digital media do the same. Banners serve to entice. Websites are about presenting credentials, and microsites to inform. Social media is about hanging out and engaging the consumer in a conversation, a game or a cause. In this workshop, we’ll work on writing for different mediums, while still speaking in the voice of the brand.

Module 1 : If Your Brand was a Person
Imagine, if your brand was a person, like in the old Mac vs PC ads. What would he or she look like? How old is this person? How is he dressed? Does he have a sense of humour? When you have a sense of the personality of your brand, you can slip into the role of the actor and bring this person to life in the digital world.
Module 2 : Mingling vs Presenting
How would you speak at a formal presentation? Or if you were performing? This is very different from how we speak when mingling at a cocktail party, or hanging out at a cafe. The challenge posed by digital media is that the copywriter needs to know when to be formal and when to be more intimate and casual, yet still speaking in the voice of the brand.
Module 3 : Dealing with Nastiness
It is inevitable that you will have to deal with some nastiness when you’re open to communicating with millions of people. There will be complaints. There will be rudeness. How will the brand handle all this with grace?
Who should attend : Junior to mid level Copywriters in ATL and digital agencies
Trainer : Janet Lee
Duration : 2 Days
Time : 9am – 6.30pm
Click here for PDF write up.

Contact Jon jon@95percent.com.my or call 03-2095 2995/1995 (Jon) to customize it to your company as an in-house program.


Testimonials (click to view)

Here are some commendations from our previous participants;

Good insight on how structured/ well-thought copy is done. Understood a process for copy & sort of found the joy in copy again. – Jovy Low, Copywriter, Creative Juice

 

I learnt how to plan and structure my copy. It will help enhance the flow and clarity of my writing. – Pathmarajan, Writer, JWT

 

A lot of learning and writing which improve my understanding in copywriting better. I get to write a lot and it was very useful and good for my career. – Muhamad Amzar bin Md Anizam, Junior Copywriter, Y&R

 

Key learnings: I learnt how to write copy in an easier ways and the process of writing copy we need to know the insight or stategy first. Then it is easier to write the copy. – Grace Liew Pei Woen, Art Director, Euro RSCG Partnership S/B