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:: Article :: FAQ About Copywriting
:: Resources ::
TASTE, FLAVOR, STYLE, MOOD
Michal Stirling Anosh
has been writing for WORDS for five
years and is the most senior of a great team of Marcom professionals
and copywriters.
Words, Facts, or Feelings?
Copywriting is the art of choosing words that "say more than they mean." Copywriting is a fundamental element in the world of advertising and goes hand-in-hand with graphic design.
Whereas technical writers make every effort to be very specific and factual, copywriters synthesize facts, feelings, and perceptions into memorable, motivating slogans or themes.
It's Everywhere!
Sometimes copywriting consists of just a few words…like Coca Cola's old slogan "It's the Real Thing." Sometimes copywriting enhances packaged goods, attracting the eye of the shopper and explaining the best use of the product. Sometimes copywriting creates fantastically memorable print, radio, or television ads…Sometimes you'll find it in brochures which explain products or present a corporate image. And sometimes it just helps you order lunch.
The menu.
Everything that is written in our commercial world was written by someone—probably a copywriter.
Clever with Words—Better with Psychology
The copywriter is not just "clever with words." The copywriter is also one part psychologist. Good copywriting is based on an assessment of the client's potential market and the client's sales needs or problems. The copywriter then writes to suit that market and bridge the communication gap between seller and buyer.
Words Work
Copywriters have a flair for language, using words in unusual combinations in order to get people's attention. Good copy establishes the client's "competitive edge." The copywriter distills all the facts about a client's product, service, or event, into a few highlights, which make it easy for the audience to understand and interesting for the audience to hear or see. Good copy also builds the "benefits" of the product or service into the message, motivating the audience to take action—the first step toward buying!
Creative copy gets results. Put words to work for you!
Michal Stirling Anosh, Writer-Producer-Director,
has 25 years of copywriting experience in both television and print media. A native of Canada, she has written effective and award-winning copy for virtually every kind of enterprise, from retail stores to factories to large corporations, government offices and various organizations. A resident of Israel for the past seven years, Michal has written for many of the nation's leading exporters.
Michal's experience includes working in advertising agencies, managing the advertising for a large retail chain, producing for film and television, and doing live stage work. This multi-media background brings a special dynamic to Michal's work—filling it with visual images and feelings that stimulate the audience in a special way.
Michal believes in "applied creativity." Clever ideas for their own sake do not sell anything for the client…but clever thinking, properly applied, will give the client a concept and theme that will work effectively for years.
:: Article :: FAQ About Copywriting
:: Resources ::
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