Instructions: Make a copy of this template for your own use by selecting File (menu) | Make a copy.
Assignment: As a copywriter for ______, you have been assigned to compose a two-step space ad.
First, write a 20-30 word small space ad that contains one headline, one or two lines of body copy, and a call to action.
Second, write a XXXXXXXXXXword, full-page ad that
sells benefits, not features
organizes ad copy using the AIDA motivational sequence (Attention, Interest, Desire, Action)
stands upon a foundation of easy-to-read copy that earns a Flesch-Kincaid reading ease score of 80+
rests upon a solid bedrock of emotionally engaging copy
includes a visual, a caption, a headline, body copy, subheadings within the body copy, a call-to-action, and a signature.
The artistic director on the project will, of course, be responsible for laying out and creating the visual for the final advertisement. Still, you prepare yourself to work with an artistic director by formatting your copy using the copywriter’s manuscript format and opening your copy with a copywriter’s rough.
Strategy
Before your start composing your two-step space ad, write down the elements of your strategy. Writing down your strategic markers does not commit you to using them. In the process of writing your ad, if you discover a better approach to writing your two-step space ad, you may come back here, update the elements of your strategy to match the substance of your two-step space ad, and compose an ad that is in keeping with the elements of your copywriting strategy.
Rule of One Touchstones
One Inevitable Response |
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One Irresistible Offer |
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One Desirable Benefit |
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One Target Emotion |
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One Captivating Story |
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Product Category: Fad, Commodity, Brand, Love Mark
Copy Length: Long Copy or Short Copy