COPYWRITING & SCRIPWRITING

WHAT IS COPYWRITING?

“The pen is mightier than the sword” – in the words of Sir Edward Bulwer-Lytton.

In Storytelling, We Trust. Dropping words to save on bombs. Heavy hitters only, tailor-made to shine and ring a bell. Brand lingo that infects your speech and becomes a part of daily culture. Undeniably, the essence of any marketing and advertising initiative is rooted in the Message. But arriving at a strong, clear message is only half the work that needs to be done. The actual transmission of that message is the fine line between peace and war, resonance and dissonance, hit and miss, comedy and embarrassment. You can tell a bad joke in a way that sounds hilarious, or rush the punchline of a good joke and ruin it with poor delivery.

WHAT DOES IT INVOLVE?

Copywriting for a business is like writing jokes for your friends in a loud room – no one really cares about it but you still give it a try. More often than not, your joke is lost in crowd noise but when it does land and the room explodes in laughter, you become the CENTER of ATTENTION. Clever, snappy, gritty, biting Copy. That’s our bread and butter. The bullets in our chamber. The supernatural ability to masterminds, command behavior, and influence events. Sometimes, we chew on clunky words for days, then spit out flawless gems that quickly snatch your concentration and embed you into our narrative.

WHAT'S THE GOAL?

So what else is Copywriting? The act of writing text for the purposes of marketing, advertising, or publicity. The art of turning inanimate brands into living characters with signature voices. The product of this precious craft is referred to as COPY or as Sales COPY, delivered in the form of written content for commercial use, intended to raise brand awareness or persuade a target group toward a call-to-action. Whether a dialog-heavy movie script or a few lines of smart copy for a website, the goal is to engage the audience, tell a story, and deliver a message. Writing Copy that is both concise and to the point, now that is the real challenge at hand.

“I am writing you a long letter because I don’t have time for a short one.” – in the wise words of Mark Twain, and all the others before and after him.

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