7:3 Short Form Copy - 99 Ways to Tell a Story

What is copywriting for?

To

Persuade- find a usp in the product for consumers to consider.

Seduce - lure them in.

Convince - convince a solution, convince to change their preconceptions- ads tend to reconfirm people’s beliefs

Sell - it's a commercial skill, sell yourself and your copy and your product

We looked at ads in the metro and discussed what we saw.

The ads all use the sizing of text to create a hierarchy so your eyes follow the page downwards.

Ads all use: A headline, body copy and a call to action. (Which all are evident in the metro ads)

We looked at some ads that use headlines in different ways.

In some cases, like the ad for a copywriter, uses an image as a headline - so the chewed pen lid is the headline. A lot of the ads also use the sizing hierarchy too but through different layouts. As for the spanish ad, even if you can't understand it, you can still recognise the elements of the ad.

We also looked at body copy which is the main body of the space your using, and used to give info and written in the brand's tone of voice.

Body copy is usually rewritten time and time over to fit the space and limits of the ad. The tone of voice for the scrabble ad is that it's intelligent and fun as it uses particularly difficult words. For Oatley, the packaging has all it's body copy on the actual product.

Finally, we looked at call to action's. They're imperative and used to give command/get the consumer to do something. It also points them in the direction of where u want your target audience to go next. It doesn't have to be clever, just something simple as 'Buy now'.

We were introduced to a book called 99 ways to tell a story which, like suggested in the name, tells the following story 99 different ways:

What time is it? It’s 1.15. Thanks. What the hell was I looking for, anyway?

Our next task was to make 3 tweets explaining the same story idea in 3 diff ways - 280 characters (twitter's limit) from 3 diff points. This is because of limitations of different media and getting your message across in a set number of words. Restrictions can be your friend because an open brief is art, not commercial.

The story can be rewritten is different ways. It doesn’t say 1.15 am or pm , so you can choose. There's no question mark - play with the words from different perspectives. We had to start with a blank page and just write and keep writing and then use what we have written and cut it down and begin to mould from there.

Here is my first attempt.

The following was my final first version:

I enter the cab and flick through today’s Financial Times. “Excuse me, what time is it?” The driver tells me it’s 1.15pm. Bloody hell, I’m going be late for my meeting with HR again. “Thanks.” I skim through the underwhelming articles, what the hell was I looking for anyway? (49 words)

The class then shared and I took some notes of what was said:

Answer the question within the sentence “it’s 1.15 right”

Split up the sentence “it’s 1 “oh” 15”

Talking to Alexa/siri idea.

My second version:

OMG a really hot guy just asked me for the time, I told him it was 1.15 and

then he said thanks and left and now I’m never gonna see him again. Anyways, I’ve

just got to Starbucks, what the hell was I looking for, anyway. I gotta hang up,

bye babes. (52 words)

My third version:

“Hey what’s wrong.” “I’m stuck, I can’t think of what to write for the next

part.” “Well, how about he asks what time is it and she says it’s about 1.15.” “Thanks.” “What the hell was I looking for, anyway, I’m gonna go back to my desk, let me know

if you need anymore help.” (55 words)

My fourth version:

“What time is it?” “That’s 1.15, sir” “What” “It’s £1.15, sir.” “Oh, thanks.

What the hell was I looking for, anyway?” “Oh right, my wallet.”

Brian had some changes to the fourth version:

“What time is it?” “it’s 1.15, sir” “Oh, already?” “No, your bill is £1.15,

sir.” “Oh, thanks. What the hell was I looking for, anyway?” “Your wallet, sir?” (28 words)

From this session I learnt how to play with perspective when writing and developing on my skill of writing with a set tone of voice and also how to write to restrictions. I really enjoyed the story writing task.