Copywriting: Different Elements of a Copy and Layout

Copywriting is the process of writing advertising promotional materials. Copywriters are responsible for the text on brochures, billboards, websites, emails, advertisements, catalogs, and more.

This text is known as “copy.” Copy is everywhere it’s part of a $2.3 trillion industry worldwide.

Unlike news or editorial writing, copywriting is all about getting the reader to take action. That action might be to purchase, opt-in, or engage with a product, service, or company.

That’s why a copywriter is often referred to as “a salesman in print.”

Copywriting should not be confused with “copyright.” Copyright means an individual or company has the exclusive legal right to reproduce, publish, sell, or distribute someone’s work (such as books, music, artistic items). The purpose of a copyright is to protect that material and prevent illegal use of it by unauthorized agents. The owner designates the material is copyrighted with the symbol ©.

Copy writing in different elements of copy and layout

An ad copy consists of various parts, elements, or ingredients. Which parts and how many parts should be included depend on the media through which the advertising message is to be communicated. Layout of ad copy shows the coordination of various parts of ad copy like headlines, slogans, test, illustrations, pictures, sponsor, and logotype.

It is a physical arrangement of presenting the message. It is like a map, design, or structure of advertising message. It is a technical job that requires a high degree of expertise, skills, and experience. All ingredients are presented in such a way that attracts the reader, listener, and/or viewer to attend the advertisement. Order must be decided carefully.

Practically, an advertising copy includes one or more of the following parts:

1. Headlines

Headlines are crucial for print advertisements. They include attractive description written in colorful bold letters at the top or anywhere in the advertisement. Attractive fonts are used to make the headline eye-catching. Headlines may contain slogans. For example, More Smile per Mile by TVS Victor, Japanese quality, at Chinese price, available in India by Orpat Home Appliances, Elora Times Ltd. Mostly, headlines are written in bold letters. Headlines suggest major benefits, offers, or time limit. For example, special offers open only for two days.

2. Slogans

Slogans are made of words and sentences. They are expressed in a rhythmic manner. Slogans are used for every type of advertisement such as TV, radio, outdoor, and print media. Slogans are presented or written at the beginning, at the middle, or at the end of advertisement.

In audio-visual media, a slogan is presented with musical effect by using persons or cartoon characters. For example, Hero Honda, Des Ki Dhadkan; TVS Victor, More Smile Per Mile; Raymond, The Complete Man; Sansui, Better than the best; Onida Television, Change the World; Coca-Cola, Life Ho To Asi, and Thanda Matalab Coca-Cola; Tata Namak, Desh Ka Namak, etc., slogans have popularized some brands and companies. Sometimes, songs are used. For example, Nirma Chemicals, MDS masala, etc., used songs in their advertisement. Slogans are indicative of key themes the advertiser insists to appeal the audience.

3. Text

The text is the central part of ad copy. It contains a description. It is prepared with reference to advertising objectives. For example, a company gives more description if company’s objective is to provide more information. Text should neither be too lengthy nor be too short. Text includes theme or appeal to the customers.

It describes major benefits of products. The claim must suggest an absolute or a comparative superiority of the products. Most text shows product benefits, special offers, time, availability, quality, etc. Text is prepared differently for different media. For example, space is important for print media; time is important for audio-visual media; size is important for outdoor media.

4. illustration

Illustrations are used to make the advertising claim clear and attractive. Here picture, character, cartoons, charts, etc., are used to illustrate an use of the product. In the illustration, claims are made through celebrities. In many cases, they are shown using the products.

TV advertisement uses film stars, artists, or cricketers to illustrate the use of the product. For example, Film stars Sharukh Khan and Priti Jinta are shown driving Santro Car. Children are used for illustrating different brands of toothpastes, chocolates, bicycles, and biscuits. Similarly, Coca-Cola illustrates its product through film stars and cricketers.

5. Pictures

Use of pictures is more or less similar to illustration. However, pictures are more relevant to print media. Pictures include products, brands, persons, etc., presented in systematic manner. Here, also, products and brands are associated with film stars, cricketers, and well-known cartoon characters.

6. Sponsor and logotype

Ad copy also includes name of company, sponsor, brand or logotype to assist customers recognize the name of producers and/or marketers. Name of producer or logotype is kept either at the beginning or at the end of advertisement. Some advertisements include full name and address of company, including registered office, regional offices, its website, e-mail, phone, fax, etc. Use of sponsor or logotype popularizes name of a company along with products and brands. In audio-visual advertisements, the name of company is shown and/or spoken.

What kind of qualifications do you need to be a copywriter?

Zero! There are successful copywriters with college degrees and some who didn’t finish high school. Some copywriters are only 18 and some are retired. Some copywriters are stay-at-home moms and some left six-figure corporate jobs.

The only thing you need is a computer and an Internet connection. Everything else can be learned. If you can write a letter to a friend, you have all the qualifications you need to get started now.

Can you really make six-figures as a copywriter?

Yes, and many copywriters do! But, how much you make depends on how much time and effort you put into it.

For example, one copywriter I know works decent hours, not only on copywriting, but also on the growth and development of her freelance business. She makes over $120,000 a year.

Another freelance copywriter is a real go-getter. He has a talent for copywriting and he’s a terrific networker and business developer. He has negotiated some lucrative contracts with a number of big companies and will be making more than $300,000 this year!

If you don’t want to work full-time, that’s okay. You can also make a very good living working just part-time.

Another copywriter I know wants to earn some extra money for vacations and her family’s savings plan. She works some during the evenings and on weekends and makes $25,000 a year. (Although she’s hoping to make $50K this year!) Not bad for a very part-time job.

Another example is a copywriter I know who is a stay-at-home single mom. She has two young children to care for so she only works four hours a day in her freelance copywriting business. She makes $75,000 a year!

Meet real people who make a very good living through their copywriting jobs.

A great thing about being a freelance copywriter is you can work as much or as little as you want. It all depends on how much you want to earn and how often you want to work.