Scribe + Scribbler Final Magazine

The restoration of truth and copy.

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It started with a passion for stories. It started with a passion for stories. Even my reports from my early years of school boast about the hours I spent in the reading corner soaking up words and crafting my own worlds within my imagination. I became entranced during story time: listening attentively to the happenings of fictional characters who were inspired by very real emotions and time periods and lessons. All writing is based upon truth and that is why humanity tells tales; because it reminds us of the reality of our human nature it reminds us of the core of our creation and why we are called to create.

In a world that is fabricated by social media and the image of ourselves that we carefully compose for others to see as opposed to disclosing the people we actually are, I strive to speak the truth. As millennials, we actively seek value in environments that are saturated by thick layers of branding that conceal the heart and soul of businesses. As a copywriter, I become the voice behind the brand and I plan to restore authenticity within the marketplace. And not this half-baked “authentic” hipster nonsense that is forced down our throats constantly. Human-centric copy is what I construct because at the end of the day, connecting with other human beings on a deeper level is what the world is greatly lacking and desperately needs.

So, why did I chose this industry? Because I am sick of seeing stereotypical advertisements about race and gender made by people who are more concerned with their pay check than with actually connecting with the people who buy brands. And why did I choose copywriting? Because I am practically obsessed with seeking inspired insights amongst the rummage of research and data which speak of people as if they are statistics instead of the individuals that they are. Because my brain is always buzzing with concepts and ideas and new perspectives. Because I have the ability to sift through words and sculpt masterful pieces of integrity, originality and mindfulness.

This is a copy-based magazine for the progressive creative. It was made for those of us who carry around notebooks to jot down phrases and ideas that better the human-experience and restore the environment in which we live.

From one pioneering spirit to the other, I hope this inspires you to be more authentic, innovative and truthful in your craft and in your journey. This is “the restoration of truth and copy.”

-Bernice Puleng Mosala.

Letter from the editor 2

Contents The restoration of truth and copy.

02 04 05 08 10 12 13 14 16 17 18 19 21 23 24 25 26 28 29 30 32 33 34 35 36

Letter from the editor.

The definition of CBC. What is CBC? Copywriter’s guide to VisCom. What is visual communications?

VisCom characteristics.

VisCom areas of employment.

Creative profile: Kobie Nieuwoudt.

Industry Example: Make Sense of the Present.

Industry Expert: Darren Borrino.

Brand identity redesign: Exclusive Books.

VisCom agency: Switch.

Digital painting What is multimedia design?

Multimedia designer characteristics.

Multimedia areas of employment.

Multimedia expert: Patrick Homan.

Industry example: Lexus South Africa Digital agency: HelloComputer.

What is copywriting?

The role of a Copywriter.

Types of copywriting.

Industry expert: David Ogilvy.

Advice from the experts.

Industry Interview: Jesse Forrest.

38 39 40 41 42 43 44 46 47 48

Case study: Please don’t text & drive.

Industry Professional: Cuanan Cronwright.

Industry Professional: David Edworthy.

Creative Agency: TBWA. Companies that do copy.

How to write effective copy.

Characteristics of a copywriter.

I am a copywriter.

Personal profile.

The proof is in the pudding -Selati Indulgence Campaign.

-Always: Biological. Beautiful.

-The Burial Ground.

-Crafting your Way of Life.

56 How to speak “copywriter”.

37 The minds behind the copy.

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The definition of

Creative Brand Communications 4

What is CBC?

The context, purpose and how it all fits An in-depth response for when your mothers friend asks you what you are actually doing with your life and your mom just kind of looks at the ground because all she knows is that you’re not becoming a doctor.

Brand communication is the mixture of activities that can influence a customer’s attitudes and opinions about a product, a service or a company as a whole. Through brand communication, a brand image is created. (Cambridge University Press, 2011).

A brand is the heart and soul of every successful and effective business. Creative brand communications focus on the creation of innovative brand designs that add value to the lives of consumers. Creative brand communicators develop and nurture brands in order to position the brand in the hearts and minds of customers according to the brands values, personality and the brands purpose.

Creative brand communication focuses on leveraging and sharing the brands values, purpose and personality to create lasting connections with customers, ensuring that the brand is memorable. (Roundhouse, 2016).

regulated to ensure that the brands principles and purpose are reflected. Creative brand communicators focus on utilizing and developing the core of the brand to impact the lives of customers, as the aim of a brand is to engage and inspire their audience. Effective brand communication sends a clear brand message that represents the brand. This is produced by creating a strong brand strategy. (Edmonds, 2013). >

Creative brand communication focuses on leveraging and sharing the brands values, purpose and personality to create lasting connections with customers, ensuring that the brand is memorable.

Brand communication occurs when a customer or a potential client interacts with the brand which can take place over a variety of channels. The aim of creative brand communications is to effectively control these interactions with potential customers and clients in order to successfully position the brand. Creative brand communications ensures that the holistic communication of the brand image is consistent, authentic and inspired. Channels of brand communication include the brands logo, products, advertising, social media accounts, customer reviews, the conduct of the employees and managers, office spaces and even the customers who use the brand as they become ambassadors of the brand. The brands reputation is built or broken whenever the customer comes into contact with the brand. Therefore, it is imperative that the manner in which the consumer interacts with the brand is

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What is CBC? The context, purpose and how it all fits

Creative brand communications is all about “delivering the right message at the right time to the right people”.

- Saul Edmonds.

More recently, creative brand communication emphasizes the importance of brands being active on social media as it is essential to develop dialogue between the brand and the customers. Brand communication strategies are created and carried out in the form of a brand message which unifies the brand and creates brand value. The brand strategy created through creative brand communication pushes customers from being interested in the brand to acquiring the brand. The aim is to effectively communicate the tangible and the intangible benefits of the brand and the products and services they provide. Creative brand communicators ensure that the brand is relevant to their target audience. They increase brand visibility and generate excitement about the brand. They ensure that the brand becomes an intrinsic part of the audiences lives. By increasing the value of the brand, they are investing in the businesses greatest intangible asset (Roundhouse, 2016).

Creative brand communication is all about “delivering the right message at the right time to the right people”. (Edmonds, 2013) There are many different fields in creative brand communications which include graphic design, art direction, copywriting, multimedia design, information design, experiential design, motion graphic design and user experience design (Vegaschool.com, 2016).

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Red or blue? This shade or that tint?

Does this colouring represent the brand? Is this pigmented enough?

Do the colours work together? RGB or CYMK?

C o l o u r.

Juxtaposition. Thick and thin?

Dark and light? Contrasting sizes, opposing weights, dissimilar forms that somehow fit together.

Textures and structures that relate to one another. Utilizing differing directions.

Every element has its place.

Apply the visual triangle and create compositions using the golden ratio. Construct the focal point and build movement. It can be random or it can be rigid.

What’s your mood? Lines convey emotion. They connect, organize and separate information and design. Horizontal or vertical?

Crimped or rhythmic? Divergent or transitional? Great for creating texture, movement and making shapes. Used for emphasis.

Make sure it’s all aligned. Use manuscript grids, column grids, modular grids and hierarchical grids. Right, left or centre aligned?

Positive or negative skewness?

Contrast.

Avoid comic sans. Contrast is key.

Don’t mix different moods. Stick to two fonts. Use weight wisely.

GHOTMS: Geometric, humanist, old style, transitional, modern, slab serif?

Ty p o g ra p hy.

Geometric, organic or abstract?

Triangles: dynamic.

Squares: Stability.

Circles: Equality.

Rectangles: Efficiency.

Crosses: Healing.

Spirals: Creativity.

Shapes.

Lines.

Clip art or line drawings? What’s the difference between raster and vector? Animating pictures and illustrating objects. Creating logos. They are symbols that represent stuff.

I co n o g ra p hy.

H i e ra rc hy.

O rd e r.

What size will capture their attention? Heavy, extra bold, bold or demi bold? Medium or regular?

What does your typeface say without saying anything? Book, light or thin?

Weights.

Positive space. Negative space.

Pay attention to the space next to and around it. Sometimes design overlaps or it leaves no spaces.

Space includes perspective and shading.

Space.

Copywriter’s guide to

Visual Communications 8

“To design is much more than simply to assemble, to order, or even to edit; it is to add value and meaning, to illuminate, to simplify, to clarify, to modify, to dignify, to dramatize, to persuade, and perhaps even to amuse. To design is to transform prose into poetry. Design broadens perception, magnifies experience, and enhances vision. Design is the product of feeling and awareness, of ideas that originate in the mind of the designer and culminate, one hopes, in the mind of the spectator.�

- Paul Rand, Design form and chaos.

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Visual communication is the conveying of concepts and ideas through the graphic or visual presentation

quicker than we are able to process text

of various information. It includes

(Wyzowl, 2014).

components such as electronic resources, colours, illustrations, drawings, advertising,

Visual communication has had a number

industrial design, typography, graphic

of break-through innovations throughout

design, photography, animation, graphs,

the ages from the genesis of cave paintings

maps, models, signs and art. It can focus on

to record past events to the creation of the

the graphic-orientated usability of websites

alphabet in 2000 BC. Fonts, calligraphy,

and it can expand into website design.

statistical visualization, ideograms, graphic

Visual communication includes the field of

design, video and photography were

Visual communication design is based

graphic design which serves the purpose of

all inventions that revolutionized visual

on conceptualization, planning, creation

visually communicating with the audience.

communication (Wyzowl, 2014).

and the construction of visual solutions to modern problems within the world.

Visual communications delivers visual messages to the audience. These messages

Graphic design, otherwise known as

It is an integration of prototyping, using

are created to persuade, educate or inform

visual communication design is a process

technology, utilizing various materials,

various people (Ayiter, 2013).

of creativity that combines technology

methodology, aesthetics, contextualization

with visual arts in order to communicate

and incorporating human factors in

So why does visual communication matter?

concepts and ideas. Graphic designers

order to develop and execute strategies

Individuals recall up to 80% of what they

transform a set message into a form of

and excellent solutions that are visually

do and see, yet we can only remember 10%

visual communication by monitoring and

stimulating and innovative (University of

of the things that we hear and 20% of the

adjusting colours, images, typography,

Washington, 2016).

things that we read. According to Albert

symbols and movement. They manage

Mehrabian, who is a leading Psychologist,

and produce visual designs that can

Visual communicators explore ideas and

93% of communication is visual. Our brains

inform, entertain, persuade and educate an

communicate them. They create visuals

are able to process visuals 60 000 times

audience (University of Notre Dame, 2016).

and graphics for websites, they design logos

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“We use visual communication to navigate and understand the world.� - Unknown

and they create illustrations. They utilize

become freelance visual communicators

various imagery, colours, typography and

(Bell, 2016).

they execute design layouts. They are also involved in the presentation of various

After graduating, visual communicators

designs to creative directors and clients

such as graphic designers who are based in

(Tam, 2008).

Johannesburg can make between R8 000 and R15 000 per month within the first two

The various disciplines that visual

years of employment. With experience,

communicators are able to enter into

visual communicators can increase their

include brand identity design, information

salary. Over time, they can become art

design, advertising and promotion design,

directors, heads of design and creative

illustration and publication design and art

directors (Adtalent.co.za, 2016).

direction as well as other careers. They can be employed by advertising agencies, design studios, media houses, in-house cooperate clients, magazine houses or they can

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Viscom Characteristics

Visual, creative, organized, detailed, team player, problem solver, innovator, dependable, self-developed, designer, communicator, informer, entertainer, persuader.

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A shortlist of professions within the field of visual communications.

(Tam, 2008).

Brand identity designer:

Information designer:

Illustration designer:

Publication designer:

Their job is to understand the behaviour and the lifestyle of the target audience. They develop strong visual identity systems that effectively communicate the unique vaules of the brand. Their aim is to increase the profitability of brands and to attract sales. They create the visual brand experience.

Illustrators communicate concepts and ideas through the medium of drawing. They utilize traditional media and digital media. They can work for magazine publishers, books publishers or publish their own book among other professions.

They focus on how various users interact with different types of information. This includes guidebooks, signage, web interfaces and more. Usability is their top priority. They focus on precision and clarity. Their aim is to ensure that users understand the content with ease and efficiency.

Book designers collaborate and work with editors, authors, illustrators and photographers to design holistic books from the typographic layout to the cover image of the book. Their aim is to offer the optimal reading experience visually and physically.

Advertising designer:

They develop strategies of communication to effectively target a defined market. The market research behind the design is essential. They attract the attention of the target audience. Insight and conceptualization are the driving forces behind brilliant advertising design. They cause a reaction in audiences.

Areasemployment of 13

Creative Proflie

“Being honest and expressive in my work is important to me.”

Kobie Nieuwoudt is a freelance

and established her unique artistic

illustrator and graphic designer. She

voice. She says that she finds solace

has a degree in graphic design which

and mindfulness in the medium of

She is an experimenter who is greatly

she completed at the Cape Peninsula

illustration.

influenced by human nature and how

University of Technology. While she

illustrations.

we connect with one another. As she

studied, she fought feeling “voiceless”

Nieuwoudt is incredibly fascinated

is a curious designer, her illustrations

within the commercial sector of design.

by the way people communicate both

always have a purposeful quality which

She has cultivated a unique artistic

verbally and non-verbally. As she

has resulted in a colourful, enjoyable

voice that is distinctive to her which

grew up in an Afrikaans household,

and useful product line which includes

she believes is beneficial as clients

she has always found it intriguing

mugs, accessories, textiles and other

know exactly what to expect from her.

to investigate the different systems

objects. Kobie Nieuwoudt has also

Although she stays genuine to her

of language and communication of

been part of numerous international

creative self, she is also versatile in her

other cultures. Kobie Nieuwoudt has

exhibitions and local competitions,

ventures as she considers it personally

experimented with different mediums

placing in high ranks for her unique

rewarding to undertake new projects.

such as pencil, gouache, collage and

design aesthetic and distinguished

the digital medium known as GIF

illustration work (Designindaba.com,

Illustration became Nieuwoudt’s

making. She works to create GIF’s

2016).

personal outlet of self-expression

that are challenging, entertaining and

during her years at university. It

expressive.

was a form of escaping the formal conventions and requirements of her

Nieuwoudt believes that there is no

commercial design briefs. She then

such thing as a “creative block”. She

registered to be part of a post-graduate

powerfully disagrees with this idea

illustration course at the University of

which significantly motivates her to

Stellenbosch where she experimented

continually and consistently create

Kobie Nieuwoudt Illustrator + Graphic designer

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(Nieuwoudt, 2015)

Nature of the Mind Illustration by Kobie Nieuwoudt.

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Industry Example

Make Sense of the Present.

The campaign was designed to reaffirm the importance and the relevance of South Africa’s history of Apartheid in a manner that is contemporary to match the identity of the present South Africa.

The purpose of the advertisements was to attract and invite more people to the museum. It focused on capturing the attention of the younger generation.

The advertisements compared the state of the present day South Africa to the Apartheid-era social context. As South Africa is currently still fighting against the effects of the damaging patterns established in the Apartheid era, it is imperative to remind the nation of its history. The recent re-emergence of riots and strikes and the act of burning property and looting stores is still a part of our country. “Fees Must Fall” is the most prominent and relevant reminder of the happenings of the Apartheid-era.

Advertising Agency: The Open Collaboration, Chief Creative Officer: Louis Gavin, Executive Creative Director: Rob Rutherford Creative Director: Darren Borrino, Strategist: Sean Donovan, Art Directors: Sheldon Stewart, Darren Borrino, Copywriter: Rob Rutherford, (Adsoftheworld.com, 2015)

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Industry Expert

Greenpeace Australia Turtle Can: Adsoftheworld.com, 2012.

Darren Borrino has worked and produced numerous advertisements on three of the continents for some of the biggest brands. He has been a Creative Director on brilliant brands such as Greenpeace Australia, Toyota, St. George Bank and BMW. He has won a gold award at every major award show in South Africa including the Loeries. Internationally, he has been awarded golds at the CLIO’s, the Cannes, D&AD and The One show. In 2015, he was awarded his second Grand Prix.

He is currently the Creative Director for The Open Collaboration, TBWA. His main accounts include BMW South Africa. His skills include digital strategy, logo design, integrated marketing, concept development, online advertising, art direction, creative direction, creative strategy and advertising (Borrino, 2016).

Lifesaving bookmark for Sea Rescue, South Africa: Adsoftheworld.com, 2008.

Darren Borrino Creative Director at OpenCo // TBWA

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Brand identity (re)design

The brand identity redesign for Exclusive Books was launched on the 21st of August 2014. The redesign was a meeting of global standards and trends as well as the owner’s brand vision in order to produce a bookstore that is purposeful and impactful. Exclusive Book stores have become more than a place to buy numerous books, they are now spaces where people interact and connect with authors, listen to a vast number of talks on a multitude of topics and enjoy great coffee. The core of the brand identity is to reflect the brands passion for powerful literature.

The concept behind the design is a colophon which is a printer’s logo that exists on the spine of paperback and hardcover books. The “B” within the logo rests within the letter “E.” It is designed in the shape of an open book when the viewer sees the logo from the side. The logo has a grammatically accurate full-stop. The logo is incredibly recognizable and the new brand identity is captivating and versatile (Manson, 2014).

The brand identity redesign includes an updated store exterior and interior and a brand new in-store coffee space which has been named the “EB. Café”. The design is simplistic but impactful – it is both dynamic and timeless.

Switch collaborated closely with a team of interior designers and architects in order to being to life the conceptualization of the new identity.

The aim is to welcome customers into a store that has a distinctive culture and

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that feels like a lifestyle destination. The redesign focuses on diversity from the numerous yet cohesive textures to the vast amount of books and categories (Bizcommunity.com, 2014).

The design theme is publishing and it is communicated with a tone of playful intelligence as the word “colophon” actually means the ‘finishing touch’. The logo was created to be easily adaptable and to be used in a range of different visual applications. The adaptability of the logo ensures that the brand captures the interest of consumers and preserves the youthful spirit of the brand. The continuous integration, which has been animated, is now extendable to digital, mobile and other forms of media.

The core of the brand identity redesign is that the identity is distinctive yet adaptable which means that in terms of advertising, the logo can adapt according to topical events, seasonal changes and in-store promotions (Marsland, 2014).

“The identity talks about the rich tradition of literature and publishing, but it’s expressed in modern, bold, simple lines.”

-Gaby de Abreu, executive creative director at Switch.

VisCom agency

In 1999, The Switch Group was founded in Johannesburg. It has been sixteen years since the brand was established and it has grown into the largest independent communication consultancy and design agency in Africa.

Currently, Switch has employed 55 associates, which include teams of professional project support and leading creatives in its numerous offices. The agency is strategy focused and the business itself is a level two BBBEE contributor.

Iconography design for MTN:

The three fields that Switch exists in are advertising, branding and design, and engagement.

strategic foundations which cultivate and maintain the success of leading brands. They are the agency behind the packaging design for Valpre spring water, the web design for Vevotelo, the signage and wayfinding for four seasons resort, the brand evolution of Steers and the brand repositioning of Milky Lane and Co. They have worked on big brand names such as Springbok, McCain, ToysRus, Investec, Coca-Cola, MTN, Bakers and Capitec.

They ensure brand success by establishing and maintaining three aspects within their brand design: brand engagement, brand touch points and brand purpose.

In terms of advertising, the agency specializes in digital advertising, social media advertising, activation, press, outdoor, print, television, communication strategy and brand strategy. Switch has done advertising for Subaru and social media advertising, web banners, outdoor, radio and print advertisements for tempest car hire.

Switch has extensive experience in branding and design and they have won numerous awards for their branding and design projects. Their aim is to create strong creative and

Switch

The agency behind the brand design.

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Packaging design –DGB (Switch, 2016).

Signage & wayfinding - Four Seasons Resort (Switch, 2016).

Branding & advertising – Subaru (Switch, 2016).

Digital painting.

Art is liberating, renewing: with every stroke we learn so much more about ourselves and about the world because we have begun to understanding that which is below the surface. It is in the details that we decipher the darkened spaces of life.

- Digital painting & copy created by Bernice Mosala.

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What is

Multimedia Design 22

What is multimedia design?

approach to developing content supported by visual vigour that captures the attention of users. It involves the process of creating digital media expression in order to communicate.

Advertising agencies, the video gaming industry and even the field of education actively utilize numerous forms of media in order to efficiently reach larger audiences, Therefore, an extensive range and multitude of people and professional fields have begun using multimedia design innovations as their benefits are exponential.

Possible professions in the field include becoming a special effects engineer, an audio or a video editor, a web designer, a game developer, a graphic designer, a programmer, an installation artist or a software designer. (Learn.org, 2016).

Multimedia design is a combination of animation, technology and graphic design skills to produce content that informs and entertains.

(Allartschools.com, 2014)

Multimedia is the art of combining multiple forms of expression and communication, whether it is digital or physical to communicate specific information.

Multimedia design is a combination of text, sound, video, imagery and, more recently, animation in an interactive manner which promotes user participation and communicates specific design messages.

It includes video game design, information kiosk design, website design, the construction of animated identities and logos for television broadcast, the interface design for an app or for a smartphone, the animation of titles for film and many other interactive applications. Multimedia design requires both creative and technical skills, (Learn.org, 2016).

Multimedia designers integrate strategic communication fundamentals such as interactivity along with design elements in various media forms. It is an innovative

When innovative and original technology is invented such as the latest digital display, a multimedia designer considers how the general public or a specific target market will engage with it. The field requires designers who are familiar with aspects of multimedia design such as computer graphics, basic animation, interfaces for mobile applications, web design, design/ video fundamentals, storyboarding and interactive design, advanced imaging and illustration and three-dimensional model building, (Designcenter.co.za, 2016).

Multimedia designers present information and ideas in the context of multimedia, therefore, they should have adequate programming skills and should be competent in the field of information technology. They should have creative talent and an innovate method to solving design problems. Multimedia designers should have project, time and organizational skills.

They should have an eye for detail and they should be accurate. As their profession is widely focused on technology, they should be up-to-date with the latest technology and trends within their field. They should be able to understand and use image and design manipulation software. Multimedia designers work in a team setting for most of their projects, therefore, they should be team players. They need to ensure that they engage in self-development consistently and that they build and maintain a portfolio of work that displays their inventiveness and their various skills, (Gradireland.com, 2016).

Salaries are subject to increase considerably with an increase of responsibility and experience.

Multimedia designers typically develop and expand their portfolio and gain experience through job movement. They can be promoted to management roles and to the position of senior designer. A multimedia designers pay may increase in accordance with the supply and demand of certain software skills. Salaries typically vary according to the type of job being done, the business, the location and the employer. During the first two years of employment, multimedia designers typically make between R12 000 to R17 000 per month during the first two years of employment, (Gradireland.com, 2016).

Areas of employment within the multimedia field include advertising agencies, interactive design consultancies, film, television and various electronic media houses and promotion and marketing companies, multimedia companies within the gaming industry, the web development or e-learning industry, and industries of the like. Freelancing is also an employment option for Multimedia designers, (Designcenter.co.za, 2016).

Working conditions typically include working from nine to five but multimedia designers often work additional hours due to deadlines. Multimedia designers often partner with technical architects, business analysts and software programmers in order to create multimedia products. They animate and create digital imagery. They also edit and manipulate video and audio files. The artwork within video games is created by multimedia designers.

They use computer software to animate various sequences, (Gradireland.com, 2016).

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Multimedia designer Characteristics, qualities + skills V I H R O O U V Y J K U Z L G A P D A U D A C R T I N O K Z

M W B R V H B E I B A L W A Q L M J C P P R G D T E G O A C

Q Z A E U N M F A L G X R N D B A P A P Q L O N N J M L O I

I D G P U X I R Q E X E C O X P R K Q Z E N R Q U Q Z O O E

L K K F I B G Q C E N F Q I I A B E R N X H B K E S Y K P J

L Y S I K Q D O R G A N I S E D K G X A H B L Q N S Y V I I

S V B U N A E A I C T L E N M B J C L O B V U K F Y X S C V

Q R H D P D W S O Y D L R E F Q M R Y M V A W Y W P W U O H

H W X I I T E J S Y F U V M S O K L G D J R E O W V G P A P

D R S V F D U P V D E T A I L E R Q Z A P J K D B J K S K C

E U Z O R D T V E U Q I B D C R I M I G I V I K E E O U K C

T U S R O T A V O N N I J E Y R K D E D E M F X L Q U O O W

R R X N S S E W I P D W T E Y K E T A R U C C A W W X K L U

A S E O H L E D V S V E F R E M M A R G O R P E F D H C U Y

X H K C O T X I D R U A N H I C L U T K M N G T R J P H L Y

W N E P E Y E G A B W A N T K E O K F I W N Y D L W B E F R

R T E C H N I C A L E R L Z O H W S B P V S U H Q C L V Q Q

A R L Y Q G U R U H L U K R R C P J R G U E V R P W B P L Y

A Z O N W Y R E G A M I U Y D P M B N A T I R U O H G X D E

K R H T O A E R L V S B V W C B U O J A A S C U T Y I J E G

S G Y L A K K D A C U R S Y Z N K X D G Q W E J Z O B E M B

I O S T N C N W M Q C S C H J Y O O N W K Z L P Z W G S N F

A R A S E B I Y I L V J U W U X T C R M D S T W M G U E X A

T M A S Q X H N J D N W Q Y L P E B L V A G L O B C L S A E

ACCURATE Innovator, tech-savvy, independent, designer, creative, thinker, COMMUNICATOR technical, CREATIVE visual, communicator, programmer, informer, organised, DESIGNER detailer, self-developer, up-to-date, software, imagery, accurate, DETAILER three-dimensional, video, multimedia.

IMAGERY

INDEPENDENT INFORMER INNOVATOR MULTIMEDIA 24ORGANISED PROGRAMMER SELFDEVELOPER SOFTWARE TECHNICAL

C I K T F L T S U G S R D F U X L F Z T P P T J C D M W Y L

I Y R M G F R S X M K N N E O X R G R A A A C W T B T W M B

Passcode/Cre

Z S K W L U A Z A F M Q S G C F Q N Q M L A Y H A B L J G R

I E N J U L J A I P V O N X L X O U R P H B V N C Z L P O S

B Z J P B X W M R G S E C I F Q J G F G V X D W B X C J S N

N Y S L V B Q Q K L T B T X H Y T R N E P C U L U W I E H Y

Pare

A shortlist of professions within the field of multimedia design. (Allartschools.com, 2014).

Multimedia Web Design and Development:

Multimedia Instructional Design:

Multimedia Publishing and Production:

Multimedia Game Programming:

They use their web skills for animation, video, layout and the manipulation of graphics to create and produce interactive websites and web environments which meet the specifications of the client.

They take on much more of the role of project management. They oversee the business aspect of a project in multimedia. Their focus is directed on different aspects such as marketing.

They work in the educational field. They utilize a mixture of auditory and visual mediums as well as interactive teaching and instructional methods in order to create teaching and educational materials.

Multimedia game programmers utilize their technical skills and knowledge to create digital characters, atmospheres and animations for video games. They compile these aspects and put them together to create a cohesive video game.

Multimedia Art and Animation:

They utilize computer software to create art and animation. They also use traditional media for special effects, animation and to generate and create various types of graphics which are used in video games, television, film and on websites.

Multimedia Design:

They synthesize and manufacture various types of media sources which include text, sound, animation, data and images in order to produce an integrated and complete media product. This final media product can take various forms. Examples include a website, an interactive kiosk and a CDROM.

Areasemployment of 25

Multimedia expert

Patrick Homan

is a jack of all trades and master of all within the multimedia design field. He works for one of South Africa’s leading digital agencies and he has extensive experience and insight on the world of multimedia. If South African multimedia design had a face, it would be his.

You currently work at Gloo Digital Design. What does Gloo Digital Design do and what is your job title?

I am a Senior User Experience Lead at Gloo. As a company, we are all about ideas. We are a creative and strategic marketing agency that focuses on digital integration. We are strategyminded, design focused and idea driven. Gloo is part of South Africans broadband revolution and we lead the convergence marketing landscape which is why we have previously won “Digital Agency of the Year” six years in a row. In the past 7 years, we’ve won 83 Loeries. We basically take complicated things and we make them simple.

Beyond your work, who are you as a person?

I’m a very hands-on and practical person. I love learning. Anything that I focus on, I learn how to do in a very short time period. I have a thirst and a hunger for knowledge which means as a person, I am able to develop and

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evolve. This is also beneficial within my professional life. I’m always on time.

I’m a logical and a conceptual thinker.

I always try to focus on the bigger picture. I’m very social and I enjoy engaging with other people.

What qualities do you value the most in yourself and within others within the work space?

Loyalty, reliability, honesty and dedication are incredibly important to me. These are values that I hold close to my heart and I look for these in others as well. It’s a lot easier to work with people who are honest, trustworthy and who are committed to the project at hand.

What are you currently interested in as a multimedia designer?

I have a long list actually. Interactive design, interface design, user experience design and usability engineering are what I’m passionate about and I’ve been doing them for

a really long time. Human-computer interaction is incredibly interesting to me as well as social media engagement and publishing. I’ve worked on many responsive design projects. It’s really rewarding to actually see the work you do come alive. I’m an outgoing guy so user-centred design processes interest me greatly. I believe design should be human-centric which is why ethnographic research is an exciting field in my opinion. I also enjoy information architecture and information visualization. Application development is fulfilling and search engine optimization is something I’ve enjoyed doing for years.

You also do freelance work. What do you do and do you enjoy it?

I enjoy the flexibility of freelance work. As a freelancer, I mainly focus on social media publishing. I also specialize in user experience design, software design, web development, and interactive production.

You were previously employed by Quirk e-marketing. What were your job functions during that time?

My official title was ‘User Experience Designer’. Basically, my job included lo-fi prototyping, wire-framing, information architecture, competitor analysis, task flow development, expert usability reviews, scenario development, and persona development. I also focused on conversion optimization which is part of site statistics analysis. I worked mainly with Google analytics.

Who are some of the clients that you have worked with over the years at Quirk e-marketing?

I’ve worked with a lot of great businesses and clients over the years.

Sun International, DSTV and Procter &

Gamble are some of the most well know clients I’ve worked with. I’ve worked with Brands Eye, BDFM, Neotel, Internet Solutions and First Car Rental.

I was given the opportunity to work with South African Tourism which was great. Multichoice, Yachting Partners international, Meikles Hotel, Silica, and Tasol Solar have also been Quirk clients that I’ve worked with. I could just keep listing them. I’ve had so many different clients over the years. Each project was a new experience and they all allowed me to gain a lot of insight and knowledge into the various businesses and what they do. I think when you work with a new client, it allows you to appreciate what they actually do as a brand and as a business.

While you were at Quirk e-marketing, what skills did you cultivate?

I actually received a distinction in one of Quirk’s Certificate Courses. The course I completed was in e-marketing.

It lasted 8 weeks and we covered everything from social media to web analytics. The course included material on online copywriting, web PR, online reputation management, affiliate and viral marketing, mobile marketing, email marketing, SEM, SEO, PPC, CRM, market research conversion optimization, web design and development. These are very concrete and effective skills that I gained while working at Quirk and I still use them today. The knowledge that they provided me with is invaluable and instrumental in my work today.

What else have you done over the years as a multimedia designer?

I’m very hands on at any of the companies I am employed at so I’ve done a lot of different things over the years. I actually trained staff at one point. I managed, created and facilitated some of the advanced training programs at SHiFT Interactive Communication. I trained our new staff in programs such as Adobe Freehand, Illustrator and Photoshop. I’ve done

administration, audio production and interactive software production.

What does audio production involve?

Fundamentally it involves sourcing and editing the appropriate library music. During the recording sessions I directed voiceover artists, I sourced and booked studios and voiceover artists, I did the final mixing of music and voices, I mixed audio tracks for various videos and on user interfaces I created and sourced SFX for aural feedback.

Consulting, Virgin Mobile, The Magic Company and Volkswagen SA were some of my clients while I worked at SHiFT.

While working as an interactive software producer, what did you do?

Interactive software production focuses on software screen flow and screen requirement specifications so I was involved in tasks such as information architecture, the creation of wireframes, navigation design, usability consulting, prototype development and usercentred design. I was also involved in functions such as quality assurance, voiceover scriptwriting, proofreading, bug reporting and beta testing.

What other business activities did you engage in while working at SHiFT Interactive Communication?

I developed and designed a few web projects. I learned to create CSS websites and validate XHTML. I investigated open-source management system content so I looked at the forum software for Moveable Type, BBpress, Wordpress, Joomla, Mambo and Sky Blue Canvas. I optimized functionality and redesigned the user interface. I eliminated some redundant features and increased the functionality of a software application for optometric management that we used widely in South Africa.

At SHiFT Interactive Communication, what businesses did you work with?

That’s another long list. Nissan South Africa, Netstar, Sappi, Eskom, Toyota SA, Telkom, Ster-Kinekor, the University of Johannesburg, Vodafone, Vodaworld, Vodacom, Cachet

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Industry example

Challenge

Lexus is a first-class brand for the up-market consumer. They needed an innovative, exclusive online experience that captivates viewers and is relevant to the target audience. The revamp of the Lexus website included the integration of easy and functional navigation, the use of pioneering technology, simple model browsing and an efficient and swift search experience which would result in a media rich site that reflected the sophistication of the consumers.

The Lexus motor vehicle range was showcased on the website. They ensured that the new website made it possible for consumers to explore each of the Lexus model key features. Users can now download and browse the exceptional online brochures. The new website delivers a higher level of convenience to the customer.

Lexus integrated animation into their website in order to create a stronger emotional connection and attachment to the brand. Lexus integrated video features into the landing page which displays the cars in action and increases the desire of the target audience to be a part of the Lexus movement. All of these features were made possible by multimedia design and the innovation of website design, (Hello Computer, 2016).

Execution

The website kept the sophisticated look and feel that Lexus as a brand embodies. They created a site that was exciting for the consumer to explore and easy to use. They de-cluttered the site by utilizing a minimalistic approach. The layouts were kept as clean, fresh and as modern as the Lexus cars.

Result

With the aim of crafting a website that has more of a high-class and immersive online experience, the new website ensures simpler decision-making for the target audience. The old site and the new site were compared and the success of the new site was evident when Lexus saw an improvement in the target market behaviour.

Lexus South Africa Website design to suit a new era.

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Digital agency

Hello Computer The agency behind the web design.

We’re more than strategic thinkers, coders and creatives. We are people.

The idea behind the business was to create an agency that would change the way people connected with and related to technology. As technology continually evolves and progresses so does HelloComputer. The agency has evolved into a human-centric business that focuses on the nature and the wellbeing of people from the company’s clients to the people behind the brands that let HelloComputer share their stories because regardless of the continual transformation of technology and society, what truly lasts are the connections that we make with other people.

When HelloComputer interacts with consumers, they focus on intersecting the audience’s behaviour and speaking to the heart of the consumer in a language they actually understand.

They build relationships by making consumers feel something and this is done by knowing who the target audience truly is and what makes them tick.

HelloComputer has earned 50 Loerie awards, they have won a Grand Prix at The Loerie Awards, they have acquired five Webby Honourees and

the have won 3 awards at the Creative Sandbox awards among many other achievements.

HelloComputer grows brands, makes innovations, optimizes usability and they solve problems. The business is made up of four in-house content creation teams. HelloMedia specializes in digital media strategy, media optimization, programmatic display, campaign management, advanced analytics, search engine optimization, social marketing and mobile media.

HelloSocial offers community management, reporting and analytics, content creation and online reputation management. HelloLab combines innovative technologies with human interaction and behaviour to solve old problems and create new opportunities.

They focus on product innovation, experimental marketing and digital installation. Hello Motion is the company’s full service in-house content creation team. They specialize in twodimensional and three-dimensional animation, post-production and videography. They offer photography, cinematography, illustration, sound design, editing, motion graphics and three-dimensional animation.

BMW, Coca-Cola, Cell C, Pernod Ricard, Investec, Alexander Forbes, Engen, South African Tourism and Sun International. The agency offers integrated and digital campaigns, experimental digital integration, annual strategies, multi-platform development, creative production and data science.

The HelloComputer culture is energetic, colourful, bold and incredibly human-centric. The agency has worked on brands such as Toyota, Lexus, Adidas, MTV Base,

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Copywriter Noun.

The writer of copy particularly but not exclusively for marketing and advertising, (Merriam-Webster, 2016).

A.) Copyright law has nothing to do with copywriting.

B.) Regardless of what “Mad Men” has taught you, copywriters do not work exclusively in advertising.

Copywriters use words for the purpose of marketing and they provide content that promotes customers to actively do something. Copywriters have many skills and they have many purposes as they understand and utilize various marketing techniques, search engine optimization standards and web practices. They truly understand who the audience is and they use these insights to connect with and attract the target audience.

Copy is written specifically to make a reader take an action whether it is to visit a store, purchase an item or follow a brands social media account.

The fundamental purpose of copy is to compel the audience to do something.

Copywriters structure and compose the copy that is found in direct mail campaigns, landing pages, infomercials and sales pages. Copywriting is engaging, compelling and striking. The copy used on web pages should also gain the most visibility as possible on search engines. Copywriting is part of a worldwide industry that is worth more than $2.3 trillion.

Effective copywriting includes headlines that capture the audience’s attention. They should be interesting, knowledgeable and offer a benefit

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to the audience which will make the audience continue reading. The content of various copy should benefit the reader specifically. The content should also reveal a brands identity, build a business’s authority and establish trust between the brand and the consumers.

The copy on websites should attract positive social attention and prove to readers that it is worth reading. Copy should always have a well-defined call to action which tells the audience what step should be taken next, whether its visiting a store or subscribing to a newsletter.

Quality content is important to readers.

Copywriters should ensure that what is being offered is valuable. The audience should feel motivated to keep engaging with the copy and continue reading or exploring what is being offered. The content of copywriting should not be saturated with a need to sell something.

Good copy makes connections with the audience and then provides a call to action, which may be to purchase an item. Copy can be written to be recognized by search engines but it must first and foremost be written for people. The purpose of copywriting is to deliver a message. The tone of voice or the message itself should not be obnoxious, intrusive or too

complicated.

Copywriters are flexible individuals as they can adopt a variety of tones and address a wide range of topics. There is more to copywriting than creating landing pages, advertisements and headlines. They have the ability to evolve a brand into a brand leader by restoring or establishing the connection between a business and an audience.

Copywriters are adaptable as they can work on many different accounts at once. They gather insight, create original and engaging concepts and they communicate them through words in a striking manner. It is a copywriter’s job to find the right words, write quickly and to be adaptable because they love to write and they enjoy connecting with people.

Copywriters write blogs and websites.

They update the content of brands in order to ensure that they embody their brand identity and that they are perceived in a positive and original light. They create white papers, newsletter articles, case studies, social media posts, industry reports, email marketing campaigns and responses.

Copywriters write and structure articles that can be instantly recognized by search engines when the audience searches for a specific keyword. They

Copywriting write e-books, conceptualise and create advertisements and various landing pages. Copywriting encompasses the fields of advertising, writing and marketing. Copywriters undertake numerous projects, speak to many different audiences and highlight the benefits and features of a variety of goods and services (McCoy, 2013).

Radio commercials, sales letters and billboards are all the conceptual and written work of copywriters. Successful copywriters convert prospective consumers into customers. Copywriters meet deadlines, they understand the heart of products and services and they allow others to understand them too.

They deliver effective, persuasive and clear copy that captivates and intrigues (Robbins, 2009).

Copywriting is a creative process.

Copywriters birth big ideas.

Copywriters write with a purpose and an agenda. They write on behalf of a client to promote, educate, entertain and inform. Copywriters are versatile and they are fast learners. They alter their tone of voice and style of writing depending on who they are speaking to (the target audience) and who they are communicating with (the client) while trying to retain an essence of their integrity within their writing. It is important for copywriters to experience what they are creatively communicating.

They need to immerse themselves in what they are trying to promote. At the core of copy resides meticulous research, great salesmanship and hard graft. Copywriters love words and they establish deep connections with consumers. (Knott, 2015) Copywriting is a creative process.

Copywriters birth big ideas. Good copywriting has a golden thread that

provides a sense of uniformity and cohesion to a campaign which allows the audience to comprehend the context and the values of a specific brand. The ambition behind many South African copywriters are the South African creative awards such as the Pendorings, the Assegais and the Loeries. Copywriting consists of slogans, jingles and payoff lines. It is creativity and Imagineering in action, (Copywriters.co.za, 2016).

Copywriters make between R9 000 to R16 000 per month within the first two years of employment. Their salaries are subject to increase with added responsibility and more experience.

Copywriters should focus on expanding their portfolios and staying up-to-date with the market and industry trends.

Copywriters can become creative directors and executive creative directors with experience.

Copywriters can be employed by advertising agencies, film production companies, publication houses, magazine and media houses, design studios, in-house cooperate clients or they can be freelance copywriters.

Freelance copywriters have more freedom as their schedules are a lot more flexible than other employed copywriters. Freelance copywriters should build a strong base of clients.

Through determination and hard work, the clientele of a freelancers will expand. Freelancers have the freedom to decide whether they take on a client or not while copywriters working in an agency are expected to work on the brands that have been given. Freelance copywriters should price their services competitively. The standard of a freelancer’s work should be impeccable and they should always deliver their work on time. It’s important to have a strong portfolio and to network adequately, (Copify, 2016).

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As a copywriter, I write engaging and enlightening content that persuades readers to feel a certain emotion, cultivate a specific idea or consider a particular product under the carefully constructed illusion of independence and objectivity.

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As an aspiring copywriter, I understand that copywriting is the careful craft and presentation of various words that most effectively communicate a concept.

We have the skills and the ability to construct copy for press releases, brochures, catalogues and other types of marketing communication media.

As a copywriter, I will write copy for various emails, websites and other publications such as advertisements, magazines and even books. I will also be expected to utilize copy and integrate it with other elements such as design layouts and photography in order to generate compelling marketing material. I will work alongside a creative director or an art director to ensure the production of hearty and holistic campaigns. My purpose as a copywriter is to persuade an audience as copywriting is a fundamental component of public relations, promotion and advertising, marketing, (Skyworksmarketing.com, 2016).

My roles as a copywriter include mindfully and strategically selecting,

editing, integrating and constructing concepts and copy that persuades an audience to take a specific and often measurable action. My choice of profession allows me to become a researcher, a creative, a sleuth, a psychologist and a specialist. I understand that behind the copy that I construct exists many hours of exploration, researching, formatting, refining and structuring. I will be expected to proofread documents, interview audiences, manage projects, formulate creative strategies and implement marketing campaigns, (Copywriting.com, 2014).

Copywriting can be described in many different ways. It is known as textassisted telepathy and salesman print.

As a copywriter, I write engaging and enlightening content that persuades readers to feel a certain emotion, cultivate a specific idea or consider a particular product under the carefully constructed illusion of independence and objectivity, (Knott, 2015).

Types of copywriters

The Creative Copywriter:

Creative copywriters create the concepts and communicate the big idea in a memorable, effective and concise manner. Creative copywriters create the concepts and the copy that ensure that brands are noticed and recalled by consumers. They focus on advertisement copy, straplines, headlines and campaign concepts.

The Digital Copywriter:

Digital copywriters are mostly responsible for the microcopy on websites or on applications that ensure that the consumer enters in the right information in the correct field or that they click the correct links. They inform website or application users through instructional, engaging and persuasive copy. They construct the copy that persuades consumers to sign up, purchase or try a product, service or an offering. They focus on social media copy, calls-to-action, button copy, microcopy, and the copy that allows onpage navigation.

The SEO Copywriter:

The SEO copywriter creates original, engaging, knowledgeable and useful content that guides the target audience to make an informed buying decision.

They carefully select the particular keywords that are used to ensure the increased visibility of a website on a search engine. They use keywords that relate to the brand, the target audience and to the product or service. They ensure that a website ranks highly on search engines such as Google. They focus on webpage copy, online articles and blog posts.

The Marketing Copywriter:

A marketing copywriter captures the

attention of the target audience and ensures that the copy they construct generates a specific emotional response.

They market products and services in a way that highlights the added value of the products and services. These copywriters immerse themselves in the target audience in order to truly understand them and gain insight on who they are, why they are and what they do. They write insightful copy that educates, inspires, emphasizes, makes people feel a certain emotion and generally guides the consumer toward a solution in the form of a product or a service. Marketing copywriters cultivate and advance a strong emotional connection between a target market and a brand. Marketing copywriters plan, develop and maintain an argument or a case in the appropriate tone of voice. They typically focus on scripts, brochures, e-books and email campaigns.

The Informer Copywriter:

This type of copywriter uses engaging

and entertaining copy in order to appeal to the consumer’s emotions.

They reflect the brand and create copy that is in the style and the tone of the business. If the brand is authentic they create copy that showcases their authenticity. The copy must be thoughtful, informative and engaging.

The informer copywriter presents rational and logical information in a manner that is easy to read, clear and understandable to the target audience.

They ensure that the consumers want to invest in a particular brand, business, product or service. They typically focus on writing scripts, datasheets and white papers.

The Brand Journalist:

The brand journalist tells engaging stories from the brands perspective to capture the attention of the target audience. They can also utilize testimonials of customers. This copywriter creates engaging stories based on the customer’s experiences, the brands philosophy, the brands history and the products and services being offered. They interview various customers and experts, they focus on trends in the market place, they curate opinions and ideas and they immerse themselves in the brands culture in order to write copy that is entertaining, fresh and engaging. Brand journalists can evolve a website or an application into a share-worthy, must-visit, high-profile media site. They focus on writing copy for case studies, various articles, blogs, multimedia content and curated pieces.

T h e Te c h n i c a l Copywriter:

A technical copywriter focuses on the practical practices of brands or businesses. They understand specific sectors of business or technological advances and they explain these aspects to the target audience in way that is clear, easy to understand and userfriendly. They ensure the happiness of the consumer by guaranteeing that they understand the product or service.

They typically focus on answering frequently asked questions (FAQs) on websites, writing knowledge-based articles, user manuals, datasheets and writing technical instructions, (King, 2013).

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Industry Expert

1. A headline is the most important aspect of the advertisement. It captures the reader’s attention and it should persuade them to continue reading.

A headline should be welcoming and inviting to all readers.

2. Headlines should establish interest within the reader and appeal to consumers.

(Wordpress.com, 2012)

3. The headline should contain powerful words that inspire interest in the reader and appeal to the audience. Include news in the headline. Make it original and welcoming.

How to Write Potent Copy

according to David Ogilvy.

Chapter six.

4. Effective words to use within the headline include, “Now,” “Improvement,” “Announcing,” “How to,” and “Suddenly,” among other powerful words. Headlines can utilize emotive language.

7. Headlines should evoke curiosity in the consumer as this will persuade them to read the body copy.

8. Headlines should be to the point and they should be simple.

Complex or tricky headlines are more difficult to understand.

9. Do not use any form of negatives within the headline.

10. Make sure that the headline is meaningful!

11. Body copy should be written as if a product is being recommended to a stranger. Jargon and complex words will not impress the reader but rather confuse them and promote disinterest. Keep the body copy concise and simple, (Ogilvy, 1963).

5. The headline is read five times more than the body.

6. Short headlines sell less than longer headlines. A promise can be included in the headline to entice readers and pull them in.

David Ogilvy “The Father of Advertising.”

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Advice From the Experts

“If you're trying to persuade people to do something, or buy something, it seems to me you should use their language.”

- David Ogilvy.

“The brief should be the floor, not the ceiling.”

- Dave Trott.

“Great lines don’t have to be clever, they just have to speak to people.”

- Tony Brignull.

“Use your life to animate your copy. If something moves you, chances are, it will touch someone else, too.”

- David Abbott

Effective copy speaks to the heart and minds of the target audience. It can be easily understood by the target audience and it is relatable.

The brief should be the foundation of your work not the aspiration of your work. By letting the brief be the framework, you answer the brief inevitably as it is the structure that you are building upon. This way you add more value, depth and insight to the brief.

You need to understand the individual that you are trying to connect with and channel the distinctive and unique tone of voice of the client. Copy should be simple, beautiful and clear.

Emotions are instinctive, powerful and genuine. Emotive copy moves people and allows consumers to feel connected to brands. (Knott, 2015).

Industry Giants 35

Industry Interview

What are the main copywriting mistakes that businesses frequently make?

Businesses tend to focus on themselves too much. The audience wants to know what is in it for them so copywriting shouldn’t only be about the business.

Another mistake is that there is no call to action within the copy. The copy should persuade customers to take a specific action. Also, businesses sometimes don’t make a compelling offer. An offer should be enticing and copy should increase the clarity on how to obtain the offer.

What is the difference between print copywriting and website copywriting?

The difference between print copywriting and website copywriting is the behaviour of the audience. When users are online, they behave very differently to when they are offline.

When the audience is online, they tend to have a much shorter attention span. Therefore, copywriters must write differently in order to capture their attention. The behaviour of the audience dictates how the copywriter must write copy. When users are online, the copy must persuade the audience to stop scrolling and hovering between tabs and read the copy before they do anything else. The trick is to ensure that the call to action can be taken by the consumer quickly. As users typically scroll and scan through

the copy, it is important to utilize subheadings that breakdown the information and captioned imagery that captures the attention of the audience. Webpages should be planned and designed appropriately with the knowledge that the audience is more likely going to scroll and scan through the page. The subheadings and imagery should display a benefit form of benefit.

Offline copywriting also deals with a restricted space while online copy is less restricting. Offline mediums mean that there is typically a smaller space to work with.

What is the best method of constructing email copy and email marketing campaigns?

The most important aspect of email copywriting and email marketing is to make the emails as personalised and as friendly as possible which will result in a higher opt-in rate. The receiver of the email should feel like they have an established relationship with the sender of the email. They should know who sent the email and the name should be recognisable. The email should seem as though it has been sent by a friend. The medium of text works best within emails. The best emails have an engaging email subject and the email body shouldn’t be too long. The body of an email should typically be limited to a maximum of 500 words.

The call to action link should be at the top of the email, in the middle of the email and towards the end of the email. This repetition will ensure that they understand what action is being asked of them. One of the

biggest mistakes that businesses make is sending people to the homepage of their website instead of sending them to a specific landing page. The audience shouldn’t have to find the information by themselves. The landing page should match the copy that persuaded them to click the link attached.

Do you have a tried and tested, proven formula for copywriting?

The AIDA formula tends to work best for me. The “A” is for attention, the “I” is for interest, the “D” is for desire and the final “A” is for action. This ensures that an advertisement has structure whether it is online or it is offline.

Attention can be gained by creating a striking headline or a fascinating image. Interest is created by having a stimulating and compelling opening paragraph. The first sentence of the advertisement or a report should be engaging and persuade the audience to continue reading. A good technique to use is to ask a question in the first sentence. The question should be one that the audience identifies with and one that the audience wants the answer to. Desire is built by displaying that the solution provided will add value to the audiences lives. Use copy to paint the image in their heads of what their life would look like when they introduce the solution into their lives, then introduce the call to action.

They should be able to know where to purchase the product or service, how it will better their lives and what action to take after reading the advertisement. The copywriter should ensure that a strong offer is being made, (Contentmaximiser.com, 2014).

Jesse Forrest Copywriting for websites

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Copywriters in Industry

The minds behind the copy discuss what they do and why they do it.

"I am obsessed with the written word and have a fervent hunger for consuming and creating content for the digital space. From strategy to planning to implementation, I offer a holistic solutions. I use contemporary communication methods across many different media channels.” - Matthew Edwards, Freelance Copywriter, Digital Content writer and Web Developer.

“I use social media to ensure that brands develop relationships with clients on a long-term basis.” - Amy Brown, Freelance copywriter and social media manager.

“I’m a creative thinker. I’m quick on the mark and always ready to solve any business problem presented to me. My aim is to make memorable work that changes people’s lives and perspectives.” - Thokozani Mashigo, Copywriter at AVATAR SA. “I find inspiration in words. I am greatly passionate about art and the communication it conveys differently to individuals, so I use that passion to bring brands to life.” Nikita Sadomba, Marketing Copywriter at Symphonia SA. “I specialize in thought provocation.” - Dhasagan Pillay, Freelance Copywriter.

“I engineer ideas and writing that adds value and meaning to brands. I aim to become a brand amongst big brands.

I’m a proudly South African creative who adds value by educating and giving back to my community. I don’t do it for the money. I do it for the passion of a life where every day is a different day to the previous one and the next.

A dynamic life where ideas are my currency and people are my market.” - LeRoy Vd Merwe, Copywriter & Idea Engineer at VWV Group SA. “People often ask me why I do this; the late nights, tight deadlines. It’s simple really. I’ve fallen in love with the insanity of it all.” - Jonathan Dennis, Lead Copywriter on Amstel Brand, Leo Burnett.

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Please don’t text & drive.

Advertising Agency: Ogilvy & Mather Cape Town Art Director: Justin Enderstein Copywriter: Cuanan Cronwright Executive Creative Director: Chris Gotz (Dandad.org, 2014)

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(Ogilvy & Mather Cape Town, 2013)

The “Please don’t text and drive campaign” was created by the creative advertising agency Ogilvy & Mather Cape Town for the Volkswagen brand. Volkswagen is South Africa’s leading supplier of passenger vehicles and so the brand wanted to communicate the fatal dangers of texting and driving. It can be up to four times more deadly than drunk driving. The advertisement campaign utilizes the use of predictive text which is a smartphone function that provides predictions for what the sender is attempting to text next. The campaign provides an option of safety if the driver stops texting and the option of extreme danger if they continue.

Volkswagen used their influence and their platform to educate their audience, which displays that they care for their consumers.

The advertisements are simple and concise yet extremely effective and relevant. The campaign was created for the medium of newspaper. It won a silver award at the 2013 Loerie awards and it won a Wooden Pencil award at the 2014 D&AD awards.

Industry Professional

Cuanan Cronwright

is a South African Copywriter and Associate Creative Director at Publics, New York.

Over the years he has been awarded 5 D&AD Pencils, 7 Clio Awards, 3 Assegai Awards, 6 Cannes Lions, 7 One Show Awards and 29 Loerie Awards among a multitude of other awards.

He was a judge at the Loerie awards in 2013 and in 2010, he was rated the second best copywriter in the whole of South Africa. He has created numerous South African Ad of the Month’s.

Up until 2014, he was the Creative Group Head and the Lead Copywriter

at Ogilvy & Mather Cape Town. He worked at Ogilvy & Mather Cape Town for over seven years. He specialized in through-the-line copywriting.

He worked on brands such as CocaCola, South African Breweries, Sun International, W.W.F, Kraft foods and Volkswagen.

He has also worked as a copywriter for other great agencies such as Riot Strategic Creative. His skills include integrated marketing, advertising especially outdoor advertising and online advertising, digital marketing, creative direction, digital strategy,

copywriting, creative strategy, art direction, concept development, brand development and marketing communications.

The “It’s More than a Costume,” Ebola suit campaign for the client “Doctors of the World,” won 2 Bronze Cannes Lions in 2015 in the categories of PR and Health, a Bronze CLIO Award in the category of Social Media, a merit at the One Show Awards in the category of Social Campaign and it was a finalist in 3 New York Festivals. Cuanan Cronwright created the copy and the concept behind this campaign.

(Cuananwork.com, 2015)

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Industry Professional

Before I really understood what copywriting meant, I met David Edworthy at a church meeting.

He explained what copywriting was, what he did, how he did it and why he was passionate about it. He also gave me advice on how to stay true to my Christian values within the world of advertising.

You are a copywriter. What exactly does that mean to you and what is your job title?

I’m first and foremost a strategic thinker with a passion for big ideas that show big results. I am currently working as a freelance Copywriter and Creative Director.

Grey South Africa, TBWA\Hunt\ Lascaris and Y&R. I have worked on some of the biggest brands in South Africa. These brands include Adidas, Pick 'n Pay, Steers, Pedigree, Standard Bank, Nissan, Mazda, Tiger Brands and Visa.

What do you specialise in?

I specialize in SEO copywriting, solving business problems, creative thinking, creative writing and brainstorming.

How do you stay authentically Christian in the industry?

I think it’s important to maintain a good relationship with God. Make sure you carve out time to spend with Him and refocus your vision. There are other

Christians in the industry, you just need to find them. You need to know who you are and make sure that you don’t compromise yourself.

What is one of your favorite campaigns that you have worked on?

When I was at TBWA\Hunt\Lascaris, we created a campaign that recalled the significance of woman’s day for the Apartheid Museum. The copy that I wrote for the advertisement commemorated the words of the 20 000 woman who marched to the Union Building in Pretoria, protesting against the 1950 Pass Laws. The women sang “You strike a woman, you strike a rock”.

Their fists were raised as they fought against the apartheid regime.

Why did you choose the field of copywriting?

I love writing, in any form, and seeing the way that words can transform the way we live. As I said, I am tactical in my thinking and I love creating concepts that change the way people see the world. I enjoy working with people who think there is more to life than just getting by. I am always looking for opportunities to make a dent in the universe.

What agencies have you worked for and which brands have you worked on?

I've worked with some amazing advertising agencies that have shaped the way that I work and given me the experience I need to lead brands into new territories. These agencies include

David Edworthy

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Creative Agency

“Challenging the conventions.”

At TBWA, the core focus of the company isn’t just great copy, it is conceptualizing alternative ideas that other agencies haven’t dared to imagine.

My admiration for the company began when I saw the ‘Tops’ branding campaign. The concept of creating an appealing liquor purchase experience for women changed an aspect of the industry, forcing competitors to adapt the design because it was so successful.

implementation including TV, radio, outdoor, print, below-the-line, retail, B2B and promotions.

Since then, I have watched as TBWA continually create a culture of diverse thinking that doesn’t just call the customer to observe the end product but brings the buyer out-of-the-box with them by utilising the full potential of social media. I admire the way in which TBWA creates brand loyalty.

One of my favourite campaigns is the ‘DOOM - wall of shoes’ because the creative concept was engaging: it provoked the public to interact with the brand and therefore built a lasting relationship with it. I also appreciate the marketing done for Appletiser. The minimalistic yet luxurious advertisements appeal to me as a customer. As a consumer, if I am attracted to a brand because of the manner in which it is marketed then I know that the agency behind the campaign does impeccable work. TBWA creates an environment where innovation strives and I want to, one day, be a part of the revolutionary ideas that the company generates.

TBWA\Hunt\Lascaris is situated in Johannesburg, South Africa. TBWA is a multinational advertising agency that focuses on challenging conventions.

TBWA Africa confronts that which is ordinary and they orchastrate cohesive brand behaviours across numerous channels.

Its clientele includes Spar, Standard Bank, Sasol, Ericsson, Nissan, IEC South Africa, Tops, Tiger Brands, Adidas, Appletiser, All Gold, Build It, Aquafresh, Purity, Jungle, Michelin, Energizer, City Lodge, Fatti’s & Moni’s and Twinsaver.

TBWA\Hunt\Lascaris has a unifying, innovative and inspiring philosophy to challenge conventions in order to develop and to reinstate that which is static. They gain insight by watching how brands behave and interact. They have a culture of astute curiosity as they strive to ask numerous, insightful questions. they have a deep root belief of unconventional ideas. They take calculated risks by utilizing originality and imagination.

TBWA\Hunt\Lascaris offers services such as insight development, communication strategy, full throughthe-line creative conceptualisation and

TBWA \Hunt\Lascaris

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Companies that do Copy

Joe public South Africa is a complete service communications agency. The purpose of the brand is to infinitely grow their clients, their employees and South Africa as a whole. They have written copy for brands such as Mugg & Bean and McCain, (Joepublic.co.za, 2016).

360eight is a South African based creative agency that offers truly integrated and unique campaigns. They believe in honesty, kindness, bravery and strength. They have created copy for brands such as Sterns and Telkom, (360eight.com, 2016).

Ogilvy & Mather Johannesburg focuses on igniting brands. They come up with ideas that have been sparked by insight. They uncover the moment in which magic and logic meet. They are an integrated advertising agency. The agency has written copy for GoPro and DSTV, (Ogilvy.co.za, 2016).

FCB Johannesburg is a full-service agency that provides creative solutions and strategies. It is one of South Africa’s biggest agencies. They have created iconic advertisements for some of the largest brands in South Africa. They have a reputation of excellence. Clients that they have created copy for include Coca-Cola and Sony.

34 is a creative agency that creates communication which aids brands to sell more in a smarter and in a more consistent manner. 34 supplies innovative marketing to ensure that businesses evolve into more appealing, open and successful brands. They have crafted copy for Mc Donald’s, Clover and Fanta, (34.co.za, 2016).

AdMarula specializes in performance marketing. It is one of South Africa’s most trusted agencies Their purpose is to connect approved publishers with advertisers to increase online revenue. They explore the potential of online marketing that is performancedriven. Their blog, their website and their social media are all constructed and managed by their copywriter, (Admarula.com, 2016).

AMOK is a digital agency that has a unique and distinctive approach to communication and advertising.

They are experienced, energetic and focused on solutions that add value to the lives of people. Their specialized team include content marketers and copywriters, (Amokdigital.co.za, 2016).

This is a creative studio of creators, curators, youth specialists, culture specialists and connecters based in South Africa. Their creative director takes care of the copy as he is experienced in the field. They have created the copy behind campaigns for brands such as Adidas and Levi’s, (Andpeople.com, 2016).

AdChick Africa is a multiplatform advertising company. They deliver optimum advertising engagement, maximize publisher revenue and enhance the online advertising experience of brands for consumers.

Joseph Neusu is a copywriter at AdClick Africa, (Adclickafrica.com, 2016).

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How to Write Effective Copy

Good Good Good Good Good Good

copy copy copy copy copy copy

(Anderson, 2013).

Features of the offering Audience attributes Aim of the copy

alters your perspective. finds and makes connections. has a striking headline. is birthed from listening and understanding. is relatable, inclusive and easily understood. is concise.

Effective copy

Strategy behind the copy.

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Characteristics

Imaginative, Writer, Conceptual, Communicator, Efficient, Observant, Multitasker, Editor, Listener Collaborative, Independent, Driven, Insightful, Emotive, Perceptual, Detailed, Researcher.

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I I I I I I I I I I I

am am am am am am am am am am am

diligent. creative. observant. discerning. a wordsmith. curious by nature. a conceptual thinker. an emotive storyteller. passionate and hardworking. an enthusiastic reader, listener and researcher. versatile. My tone and my style of writing are adaptable.

Copywriters Copywriters Copywriters Copywriters Copywriters Copywriters Copywriters Copywriters Copywriters Copywriters Copywriters Copywriters

are imaginative. are detail-orientated. work well under pressure. have a collaborative spirit. are visually and verbally inclined. are self-motivated and independent. understand and apply the elements of copy. alter perspectives through concepts and copy. are brilliant researchers, observers and listeners. are multi-taskers and they are masters of editing. discover insights and make emotional connections. are advertisers, marketers and public relations experts.

I am a copywriter Despite the long hours, the sleepless nights, the huge sense of responsibility and the creative pressure.

In fact, these things motivate me.

I am a Copywriter 46

Personal profile

“I am a creator who uses words to construct copy that makes emotive connections.”

As an aspiring copywriter, I firmly believe in conceptualization that is founded upon the foundation and the fundamentals of a brand, as each brand’s construct is built on an intricate history that inspires a distinctive culture. I have a deep appreciation for the art of deconstructing a brand to discover its unique fingerprint. I seek to find insights that restore the brand’s essence and as I unravel the roads on which the brand has journeyed upon, I conceptualize and construct copy that narrates the brand’s story and awakens the emotions that the brand embodies within the consumer in order to create an environment of interaction.

I am a creator who uses words to construct copy that makes emotive connections with individuals. I display versatility as I am skilled in fine art and I am a capable young designer.

My diligence and my passion for copywriting has been clearly displayed throughout the year. I have completed projects and refined my craft to create more innovative concepts, insightful copy and engaging advertisements. I am driven and I am determined to become a brilliant creative. I am willing to work hard to achieve my ambitions.

I am incredibly perceptual and I have an appreciation for detail. Although I am capable and I enjoy collaborating with others, I am also able to work independently with confidence and efficiency. As an individual, I constantly and consciously seek growth and

knowledge as I am an explorer who is curious by nature.

applicable material on how to produce brilliant advertising copy.

While I am studying the Creative Brand Communications course, my main goal is to gain as much practical knowledge as possible by obtaining and improving the skills that are essential for copywriting such discovering how to accumulate insights to create great copy that establishes bonds with an audience.

I have watched in awe as Ogilvy & Mather South Africa continues to be an inspirational leader in the advertising industry. Its integrity to creativity and its innovative ability to establish and evolve brands captivates and motivates me as a young creative.

The conceptualization behind the interactive KFC “Soundbite” campaign has fascinated and inspired me greatly as well as many other campaigns that they have created. This is all an indication of how strongly I have considered my career. I know exactly what type of copywriter I want to be and I know which agency I want to work for. I have ambitions within my chosen career path and I understand what it means to be a brilliant copywriter.

After earning my diploma, I want to cultivate hands-on experience and further understanding and awareness through the internship program at Ogilvy & Mather South Africa. My aim is to work full-time as a creative marketing copywriter at Ogilvy & Mather South Africa, where I will strive to increase my performance metrics by learning from my superiors and building relationships with my colleagues to ensure captivating and engaging advertisements. My main goal during this time period is to continually seek development in my craft and to receive recognition as a great young creative. I am confident in my ability to win ‘The Young Creative’s Award’ at the Loeries after my skills are further refined by work experience because I know that I am hard working, I am passionate about copywriting and that I am dedicated to my personal pursuit of accomplishment.

My admiration for Ogilvy & Mather South Africa began with the book “Confessions of an Advertising Man,” written by David Ogilvy. His book inspired my love for copywriting as he provided insight on the advertising world through influential and

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The proof is in the pudding

Selati Indulgence Campaign The Selati indulgence campaign was the first successful campaign that I had ever worked on. It started with a package redesign that I spent hours creating and ended with a campaign that captured the attention of a more health conscious target market. I immersed myself in the brand and in the concept behind the campaign, which was that with Selati’s healthier alternatives, the audience could enjoy seemingly unhealthy food as Selati’s natural substitutes have less of a negative effect on their bodies.

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Hermits of the Heart.

If you are not convinced that words are in my veins yet, then here is the book design I created for my manuscript.

It is a fictional story that promotes awareness for mental illness. It speaks into the hearts of young adults who are battling with depression, anxiety, OCD and other mental illnesses. I always write with a purpose and to connect with people. Writing is my passion and it is what I was born to do.

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Always: Biological. Beautiful.

The “Biological. Beautiful” campaign for Always was created to empower woman. We’ve reached an era in which females are taking control of their bodies and they are letting their voices be heard. The concept of the campaign is removing the stigma surrounding periods by highlighting ridiculous things that people have said about menstruation and reiterating that these claims are nonsense. The Always brand focuses on empowering woman for who they are so the campaign focused on embracing every type of femininity.

Through this campaign, Always is joining hands with a multitude of females who understand the biological function of menstruation and realize how beautiful it is that periods make it possible for humanity to continue the cycle of life.

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The Burial Ground A short story by B. M. Lee-Morgetts

The overcast sky shed shadows across the harsh face of the figure, who sat alone in the darkness of the room, tapping his manicured fingernails upon the mahogany table. Beyond the surface of his affluent appearance, a dimness reflected within his eyes: a tiredness of sorts that sleep could not satisfy - a haunting that filled his very soul.

Silas Orion had watched as his secret was buried alongside the boy but his troubled heart was not fully reassured. If Alexander had entrusted the information to anyone before his passing, Silas would be found guilty of a crime that was committed in his youth.

Even though his hands were not tainted with blood they were certainly not clean, for it was his dealings that caused the boy to hang. The fear of being exposed paralysed his being, for his crown was not the only thing on the line, but his head too. The bitter chill that filled the room seemed to amplify as his plans to rectify the matter were established. “Two men down, one to go,� he thought to himself in the darkness.

Zea felt provoked by a deep and remorseful longing to visit the burial ground that day. A year had passed since Alexander had breathed his final breath. Twelve months had met their demise at the unyielding hands of time and still Zea held her breath captive within the cage of her chest. It looked as if she was waiting for something, yet even she was unaware of what it was.

She trudged in the solemn company

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(me).

of her shadow, which constantly cast a blackened pathway before her feet.

Zea's appearance was plagued by fatigue. Her hazel eyes sunk into her pale face and her long black hair hung limply to her hips.

The first tree she encountered was merely a sapling: a symbol of life beyond the grave, for she was a part of a culture that did not use headstones to mark graves but trees. And so it was from the torsos of the deceased that roots were nourished, trunks matured and life flourished once more. She passed oaks and pines and willows and junipers until she drew near to the elm tree that belonged to Alexander.

A shape, clothed in a dark shade of blue stood with his hand grasped tightly around the trunk of the place marker. Zea paused in curiosity, watching the actions of the figure until, eventually, she startled the man with a question.

"Did you know him?"

The man turned to meet the hollow gaze that Zea held. Fear sparked like a fire in his eyes yet she did not notice, for in that instant, she suddenly realized that the man was no stranger but the Monarch of the Midianites. Silas Orion hastily extinguished the blaze of anxiety he felt within himself, and stifled it with a prestigious facade.

"My apologies, Your Majesty. I was unaware of your presence," she lowered her gaze to the ground and bowed her head.

"All is well." As soon as he addressed her, she raised her eyes to study Silas'

face and frame, which reminded her of a ravenous hyena as his shoulders were hunched and a primitive hunger hung in his eyes.

"You were at Alexander's sowing."

She stated the fact soberly, more out of conversational obligation than out of interest.

"Ah," Silas granted her an obnoxious smirk, "Of course. I try to attend all of my peoples sowings." He hesitated momentarily before he added, “And I attempt to pay my respects to the past citizens as often as possible."

"So, you didn't know him, then?" She turned her attention to the elm tree and tenderly touched the branch that Silas had clasped moments before.

"Sadly, I did not." An artless silence emerged. There was a slight strain between Silas and Zea that hindered the flow of their conversation.

"Well," Silas gave in and concluded, "I must be on my way". Zea inclined her head in acknowledgment and then turned towards the tree of her brother.

Something rather peculiar occurred next. While she preoccupied herself with collecting aqua from the communal well to water the place marker of Alexander, Silas' voice caught her attention once more.

"Were you and Alexander close?" He asked in an almost intrusive manner.

Zea, who found it strange that he would trace her steps to the well to ask such a trivial question, responded deceitfully.

"He was barely more than a sibling to me but a sibling none the less," she said.

"I used to long for a brother when I was young - someone to tell my innermost insights to." He spoke as if he was insinuating something but Zea could not grasp what it was so she continued to paint a picture that strongly contrasted the truth.

"We rarely expressed ourselves openly. We lived in a reserved household."

"Introversion is an admirable trait, isn't it? They say that sticks and stones break bones but words are harmless, yet I strongly disagree. Words can cause more damage than mere fractures.

They are capable of suffocating the speaker... Almost like a noose."

Chilling terror travelled along Zea's spin as Silas mentioned the 'noose'.

She was Alexander's only living relative and she had not unveiled the cause of her brother's death to anyone, but by some means, he knew. His onyx eyes shone with unsettling insight.

Silas left the burial ground with a

sinister smile, humming the exact hymn that played at Alexander's memorial.

As the night progressed, so did Zea's insomnia. Perhaps it was caused by her encounter with Silas, whom she could not eradicate from the depths of her mind. As she thought of what had occurred at the burial ground, a recollection of Alexander’s words resounded within her head like a reverie, which recurred as frequently as reality itself.

It was a sorrowful truth that his physical features had paled by time within her mind, just as inked pages grew faint by use. Her careless mind seemed to have misplaced the distinct tone of his voice, so that her memories evolve into monotonous scripts based upon prior speech. All she had left of him was the echo of his final words.

It was his voice that roused her to partial consciousness on the night of his passing and as she opened her eyes, she witnessed the open field that was his spirit. His tear stained face was bathed in the wondering rays of the moonlight, making him translucent beneath his fear.

Some individuals are too genuine to be defined by the feeble words of man and therefore they find themselves unable to communicate sufficiently with mankind. That was who Alexander was: unfathomable, even to himself. But he was always searching - seeking the truth.

As the tears trailed down the terrain of his skin, he spoke in a weak whisper.

“I am sorry,” Zea, who lay at the threshold of consciousness; half awake and half asleep, could not grasp the significance of his apology. He sat beside his sister upon her bed, shakily taking her hand in his icy clasp as he wept his words, “I…I’m sorry that I am not braver.

I’m giving up, I am giving in. I finally understand what happened, Zea. It wasn't an accident, it was a plot. But I wasn't careful enough. He was watching me - watching as I unearthed the truth.

Something in his eyes told me that I was next. Not a single person is willing to protect me if it means opposing him.

All I do is wait like a sheep being led to the slaughterhouse. I can't wait any longer, Zea. The suspense is killing me.

Anxiety turns each tick of the clock into the sound of a firing gun.” In a state of hysteria, he murmured on and on but still she was unaware of what he meant. Perhaps all that they had lost in

life had banished his sanity.

These were Alexander’s last words.

An audible suicide note that he left before he built a gallows within his chest and hung his neck by the rope of despair.

The tangible residue of heartache obscured Zea’s vision.

As she sobbed, her trembling fingers clutched at her abdomen to keep herself from dismantling. An inhuman howl reverberated within her chest. She had become an echo of herself; a mere ghost of grief. She finally understood what it meant to feel claustrophobic in her own skin.

Zea concluded that time was no healer of wounds, for more than twelve months had passed and still his absence cut her like an icy blade. But, there is a calmness in sorrow, for prolonged pain evolves into a lack of feeling. Emotion is a victim at the hands of grief so that the one who bears the burden of anguish becomes deadened to life itself.

Abruptly, she made a choice and her decision was demise. She rose like a phantom and advanced to the cupboard where a portion of rope always waited, wound upon the floor in preparation; in anticipation. Hungrily, she bundled the mass within her arms and moved toward the door, eager to escape. She waltzed to her awaiting partner: a willow tree that grew at the edge of her living quarters. Zea reached the base of her fate and began to climb each branch with the intention of self-destruction.

While she sat within the tree, she tied two knots on either end of the rope.

The first she tightened around a near hanging branch, strong enough to hold the weight of her heartache and the second she tied firmly around her neck.

As her life seeped from the folds of her flesh, she smiled, for she knew that she would finally see her family once again.

that defined the course of his life. He recalled the point in time so vividly that he could almost feel the smooth skin of his victims neck as his youthful hands throttled the pleading man.

As he departed, he found himself humming the anthem of Midian. After all, he had just visited the grave of his only monarchical opponent.

Zea's burial occurred the following day. Silas stood among the small congregation that honoured her life.

He took pleasure in the burial for it reassured him that his secret was finally safe. He felt a sense of gratitude for the suicidal inclinations that the Walker family seemed to carry in their genes.

As the ceremony ended, he thought perhaps it would be appropriate that he visited one last grave. He travelled through the forest to an old oak tree and relaxed beneath the shade that it provided. As he breathed in the autumn air his mind wondered to the moment

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Crafting your Way of Life.

The West Pack Lifestyle campaign is the most recent campaign that I created. The concept behind the series of advertisements is that the target audience are crafters, creators and people who make things by nature, therefore, West Pack should appeal to their journey of constructing beautiful things. The idea was to simplify, personify and make the brand more engaging. The result was a campaign that spoke to the heart of the target audience, a logo redesign that refreshed the brand and a new brand image that is based on the brand partnering with customers to inspire and motivate a multitude of home creations.

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How to speak “copywriter”

Glossary Above the Fold: Above the fold refers to when the front page of any newspaper is folded and only the section above the folded line is on display. Above the fold can also occur on websites. It is the area that is visible to visitors on a website without scrolling down. As this section is initially on display, both the design elements and the copy should capture the reader’s attention.

Advertorial: An advertorial is a specific style of advertising that takes on the look and feel of an independent article that supplies valuable information. The take the form of typical articles but they promote a specific product or service in the process of enlightening an audience.

Auto Responder: An auto responder ensures the sending of scheduled automated emails that are delivered to customers or potential customers who have either bought a product or have subscribed to be a part of the companies mailing list. The auto responder will typically contain relevant and useful information that applies to the product that was purchased or the mailing list. It leads to a continuation of communication and further offers and promotions. These emails are delivered automatically according to a certain time that is scheduled, an area or a trigger action.

B2B Copywriting: Business to business copywriting promotes and sells a service or a product directly to another business as opposed to promoting and selling them to customers.

This form of copywriting focuses on beneficial features and details that improve the businesses being targeted.

B2C Copywriting: Business to consumer copywriting focuses on copywriting that promotes and sells products and services to various consumers.

Benefits: Benefits entice the consumer as they are features that capture the attention of the target audience and differentiate a specific brands products and services from the products and services that are being sold in the same market by competitors. Benefits add value to the lives of customers.

Bonus/Incentive: Incentives and bonuses produce additional value to an existing offer.

This persuades customers as they are gaining something that has an added value without having to purchase it. Incentives include informative products, physical products, free consultations, bonus services or free trials.

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Business Reply Card: A business reply card is a card that has the businesses address and name already printed on it. All that the customer has to do is fill it in to make a purchase or an order.

This makes the purchase or order much simpler for the customer. The aim of a business reply card is to increase responses.

Call Out: This is a bolder statement or quotation within the advertisement that helps the reader process the general idea of the advertisement or the main aspect of the advertisement. The aim of this copy is to capture the audience’s attention to ensure that they remain engaged. Benefits and interesting information about products and services are enlarged to stimulate the curiosity of the customer.

Call to Action: The call to action is the purpose of the advertisement. It tells the audience what action the advertisement is trying to promote within the audience. Powerful calls to action are compelling and specific. Some examples include “sign up”, “buy” or “visit our store”.

Click Through Rate (CTR): A click through rate measures the amount of individuals who have opened an email and have selected the hyperlink within an email.

Control: This is a piece of copy that is used in promotion and marketing repeatedly that generates the best results. They measure the performance of a specific control against other promotional material. If a different piece of copy achieves improved results, that piece of copy will become the control and it will be widely used in a company’s promotion.

Conversion: A conversion rate is the calculated percentage of people who have taken the action that the advertisement promotes compared to the number of people who engaged with the advertisement. Conversion rates measure the effectiveness of an advertisement and the clarity of a call to action.

Copy: Copy is a piece of copywriting.

Credibility: Credibility is determined by how believable an advertisement is. Customers decide on the credibility of a business or brand by measuring their brand experience with the promise that the brand has made. If the experience meets the brand promise, the brand is credible and the consumers believe that the brand is trustworthy.

Customer Profile/Customer Persona: A customer profile is the outline or the

fundamental aspects that make up the target audience. It highlights the interests, the emotional triggers and the problems that the customer faces which ensures that the business or the brand connects with the consumers by understanding what makes the customers tick.

Demographics: Demographics are utilized in the categorization of a population through statistical data. These are facts that differentiate a specific target audience. This includes aspects such as gender, age, geographic location, marital status, job and number of children.

Demographics ensure the tailoring of copy to connect with a specific target audience.

Demographics are part of the customer profile.

Direct Response Copywriting: Direct response copywriting is a type of copywriting that is engineered to achieve measurable, specific and immediate action.

Requesting that users sign up on a website is direct response copywriting as you can immediately determine whether the audience responded or not.

Email Marketing: Email marketing is a form of promotion or marketing that sends an email to a specific group of people informing them about a product, a service or an offer. Different emails are tailored to address different target markets.

Email Newsletter: Email newsletters are newsletters are created by an organization and they are regularly emailed to customers to ensure that they are up to date with the happenings of the company or the brand. It is an intrinsic aspect of an email marketing campaign that intersects informative and useful articles with the promotion of specific offerings.

Features: These are specific and defined details of a service or a product. Features describe what is being offered.

Guarantee: These are the terms that are promised to customers in case a customer is unsatisfied or changes their mind about the purchasing of a product. Copywriters construct the copy that communicates the guarantee of products and services.

Headline: A headline is typically the top copy above the body copy. A headline highlights the main point of the communication and persuades the reader to continue reading.

Hooks: Hooks are utilized to capture the customers or the reader’s attention. Hooks include engaging, captivating or entertaining

copy that keeps the reader interested. Hooks also include the various features and benefits of products and services.

Ideal Customer: This is the specific type of person that you are directing a product or a service at. The message of the advertisement is then tailored to suit and attract the ideal customers.

Keywords: These are words that are used when people use search engines to discover an answer or a solution. Keywords are used in copywriting to increase the visibility of a site on a search engine.

Know, Like and Trust: Customers buy from companies that are known, liked and trusted.

Copywriters strengthen the relationship that customers and potential customers have with the brand by focusing on the attributes of the brand and business that can distinguish the brand, create a liking for the brand and establish a trusting relationship with the brand.

Landing Page: Landing pages are single page websites which are typically used to capture information or to make a sale. The single page provides all the information needed in order to make an informed purchase decision. The only actions available on a landing page are to leave the website or to make a purchase.

Lede/Lead: This refers to the introduction paragraph of the copy. It should encapsulate the essence of the communication as a whole and it should motivate the consumer to continue reading. It is originally a journalism term.

Lift Note: Within online mail packages and direct mail packages, a lift note is found. A lift note is a small note that typically looks handwritten. It is attached to a letter. The lift note draws the consumer’s attention. It is created to simulate the concept of a personal note.

Offer: An offer is what the copy and the advertisement as a whole are promoting. The advertisement should support the offer fully and increase the ideal customer’s connection with the brand and or the business in order for the consumer to accept the offer presented.

Open Rate: An open rate is the amount of people who open the email that was sent in comparison to the total amount of people who were sent the email.

Opt-in: An opt-in is a method for the consumer or the potential consumer to receive more information and insight in exchange for the consumers contact details or email address. By opting-in, consumers are agreeing to a subscription which allows the consumer to receive specific information. Copywriters should ensure that the terms of the subscription are clear and that the consumers understand what they are subscribing to.

Postscript (P.S): A postscript is used at the bottom or at the end of various sales letters, sales pages and emails.

It is used to highlight a particular point and it is one last attempt at drawing the reader in.

The postscript could include the benefits of the product or service being offered. If the reader has scrolled to the bottom of a page or they have skim read the promotion, the postscript could entice the reader to read the body copy more attentively.

Problem or Pain: This relates to the challenge that the consumer is currently facing that can be solved with aid. Typically there is a main pain point which can result in lesser aspects of discomfort. The aim of uncovering the various points of pain is to provide a solution to the customer.

Promise:The promise is the claim that is made to the customer on behalf of a business, a brand, a service or a product. The promise should align with the consumers experience in order to add value to the consumer’s life and create a trustworthy relationship and a credible business or brand. The promise must be desirable to the target audience.

Proof: In order to establish credibility, the promise must be supported by proof. This can be presented in the form of testimonials from various customers, measured result statistics or even before and after images. Copywriters provide proof that is credible.

Psychographics: Psychographics are the characteristics, attitudes, preferences and interests that make up the target audiences personality. This includes the target audiences ambitions, values and emotional triggers.

Risk Reversal: This occurs when a consumer is promised a refund or an additional incentive if the consumer does not enjoy the service or the product offered.

Sales Page: A sales page is a lot like a landing page but it can be a part of a larger website. It provides all the information in order to make an informed purchase decision. The reader can either leave the page or purchase the product or service being offered.

Scarcity: Copywriters use scarcity to establish a deep sense of urgency within the customer.

Scarcity informs the customer that the offer is available for a limited time period and to a limited number of people. As the offer is temporary, consumers are encouraged to accept the offer.

SEO: Search Engine Optimization is the practice of ensuring that a particular site is more visible when a search engine is used.

When a consumer uses certain keywords, particular web pages will become visible to the target audience.

SEO Copywriting: Search engine optimization copywriting focuses on search engines and how to ensure that a particular website has a better chance of being found while using search engines, SEO copywriters construct content that matches specific keywords that increase the visibility of the website to the target audience.

Special Report: This is a product of valuable information and insight on specific issues that could be beneficial to the target audience. Businesses use special reports to motivate potential consumers to subscribe to a newsletter in exchange of the users information. The purpose of a special report is to add additional and genuine value to the consumer. It is more than just a promotion.

Squeeze Page: This is similar to a sales page and a landing page but its purpose is to ask for the consumers contact details or email address.

It has minimal distractions. The reader can either sign up or leave the webpage.

Subheadings: Subheadings are frequently used to break up information within the body copy.

They should inspire the interest of the reader and motivate them to read the following section of information. They are typically extenuated by the use of larger or bolder text. Underlining and bright coloured text also highlight subheadings.

Subheadings should be informative and even if a consumer is merely scanning the page, they should promote a strong sense of what the page is about.

Swipe File: A swipe file is a folder of inspiration which motivates a copywriter to construct better work. It serves as inspiration when generating new ideas on projects and promotes growth within the copywriter’s craft.

A swipe file may contain website copy various promotions, sales pages and many other mediums of inspiration.

Tagline: This is a short phrase or saying that effectively sums up a service, a product or a brand. They can be simple but effective by explaining who the brand is and what the brand does.

Target Market: This is a collective grouping of all the businesses ideal customers.

Testimonials: Testimonials are confirmed and endorsed affirmations of various products or services. They are collected from prior customers and clients who have tried the product or service and who trust and see the results of the utilizing a specific service or using a certain product. Testimonials promote credibility and provide proof to potential customers.

The Close: The close moves toward the call to action as the advertisement ha nearly reached its end. It outlines and highlights the offer being provided.

Tracking: This is the ability to effectively measure the performance of various pieces of copy. Tracking could utilize landing pages or purchase codes to measure the amount of people who purchase a particular product or service.

Upsell: An upsell encourages a consumer to make a complimentary purchase or a buy another product after they have already purchased something.

Urgency: Urgency encourages the target audiences to take a specific action immediately rather than at a later time. Deadlines create a sense of urgency as well as communicating scarcity to the target audience which will motivate them to take the action.

Unique Selling Proposition (USP): A unique selling position is the communication of a feature that sets a business or a brand apart from its competition. It promotes differentiation in the marketplace and highlights the distinctive features of a service or a product.

White Paper A white paper is a report or a guide that is written to educate a reader on a specific issue and how to solve the issue. It typically promotes a specific product or service in order to solve the issue, (Harrisonamy.com, 2013).

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