Marketing

Copywriting Tutorial: 5 key concepts for beginners

Learn the key concepts of the copywriting universe with Erica Igue

What would you do if you were invited to a brainstorm? Or to do a briefing? Or even better... to do a PR stunt? Creating an advertising copy goes far beyond writing or coming up with ideas: you also need to know the jargon and concepts of this particular universe.

In this tutorial, Erica Igue (@kikaigue), creative director and copywriter, teaches us the 5 key concepts of the copywriting universe. Don't miss them:

1. Brainstorm

Brainstorm literally means "brainstorming". In the copywriting world, it is a meeting where creatives exchange ideas, discuss concepts and define the direction of a project.

It's an interesting, exhausting, nerve-wracking and extremely fun meeting in equal parts.

Copywriting Tutorial: 5 key concepts for beginners 3

During a brainstorm any idea is valid and should not be discarded. Like any creative process, it needs references, ideas and diverse reflections, something for which advertisers and copywriters feel a kind of love-hate.

2. Briefing

The briefing is a document with all the ideas and references necessary to carry out a project. In the case of advertising, it is where the first information and concepts that will be followed to carry out a campaign come from.

A well-designed briefing makes the difference, since it must contain information such as the target audience, the objective, the budget, the deadline, the language, the formats and everything that is essential for the project to develop as planned.

Copywriting Tutorial: 5 key concepts for beginners 5

3. PR Stunt

PR Stunt is a publicity stunt that makes your idea go viral, whether it is an article published on social networks, a catchy title or an interesting content. To do this, its creation must be related to a topic, a trend or a debate with enough potential to attract the attention of the media and a large number of people. It is about having an idea that has the ability to get everyone talking about it.

A good example is the 2013 Dove Real Beauty Sketches campaign, which presented female beauty from an innovative and emotionally charged perspective. It not only caught the attention of thousands of people, but also sparked a major media debate about self-esteem and beauty standards.

4. Budget

The budget of a campaign is also known as budget. It is what will determine what you will be able to create, where it will be disseminated and what formats will be used. In short: the project budget.

5. Job

A jobis nothing more than an affectionate - and very specific to the advertising universe - way of naming a project or a campaign. Among copywritersand advertisers, you always hear expressions like "I'm on a job", "an job has come up" or "we've finished that job" when talking about a specific job or project.

Did you like this tutorial? Learn with Erica Igue the techniques to translate your ideas into words, creating impactful texts in different formats, in the online course Copywriting: principles of copywriting.

Spanish version of @laura_bernal_m

You may also be interested in:

- What is copywriting
- Dos and Don'ts of Copywriting with Carla Gonzalez
- 10 essential books for digital marketing professionals

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