Copywriting Basics – Simple & Powerful Writing for Marketing

Module 1: Introduction to Copywriting (20 mins)

What is Copywriting?

• Copywriting is the art of writing persuasive text (copy) that encourages the reader to take a specific action: buy, sign up, click, or follow.

• Found everywhere: ads, websites, emails, product pages, etc.

Examples:

• Flipkart Ad: “India’s Biggest Sale – Up to 80% Off. Shop Now!”

• Zomato Notification: “Hungry? Your cravings are just a tap away.”

Topics Covered:

• Purpose of copywriting

• Where copywriting is used (ads, emails, landing pages, websites)

• Why it matters in marketing

Activity:
Identify copywriting examples in your WhatsApp ads or Instagram feed.

Module 2: Content Writing vs. Copywriting (15 mins)

Key Differences:

Analogy:

• Content Writing = Teaching

• Copywriting = Selling

Module 3: Copywriting Techniques (35 mins)

1. AIDA Formula (Attention – Interest – Desire – Action)

• Example (Phone Ad):

  • Attention: “This Phone Has No Competition”

  • Interest: “Smoothest 120Hz Display + 108MP Camera”

  • Desire: “Stylish, Slim & Just ₹14,999”

  • Action: “Buy Now on Amazon”

2. PAS Formula (Problem – Agitate – Solution)

• Example (Weight loss ad):

  • Problem: “Tried Everything to Lose Weight?”

  • Agitate: “Still feeling tired, bloated, and low on confidence?”

  • Solution: “Try our 15-Day Fat Burn Challenge – Results or Money Back!”

3. Use of Emotions

• Emotional triggers: fear, desire, happiness, love

• Example: “Protect your loved ones. Get insurance today.”

4. Power Words

• Words like: “Free,” “Now,” “Secret,” “Guaranteed,” “Instant,” “Limited Time”

• Example: “Get your Free Trial today – No credit card needed!”

Activity:
Write a PAS or AIDA-style ad for a local restaurant or product.

Module 4: Crafting Ad Copy & Emails (40 mins)

1. Writing Great Ad Copy

• Keep it Short, Clear, and Benefit-Focused

• Focus on customer needs, not features.

Example (Men’s Jeans Ad for India):

• “Stretchable. Durable. Stylish. Just ₹899 – Shop Now!”

Steps:

1. Hook (Grab attention in the first 3 words)

2. Benefit (What’s in it for the reader?)

3. CTA (Clear Call to Action like “Buy Now,” “Get Offer”)

2. Writing Effective Email Copy

• Subject Line: 50% of the job is done here.

  • “🔥 50% Off Jeans – Ends Tonight!”

• Opening Line: Create curiosity

  • “Still thinking about those jeans?”

• Body: Short and scannable

• CTA: One clear action

  • “Shop the sale now”

Email Copy Example:

Subject: Last Chance! 50% Off Ends Tonight
Body:
Hey [Name],
Your perfect pair of jeans is waiting. Super comfy. Super stylish. Now at half the price.
🕒 Only a few hours left!
[Shop Now]

BONUS: Copywriting Do's and Don’ts

Final Exercise:

Create one Facebook ad copy and one promotional email for:

• A local café

• An online fashion brand

• A fitness app