Hello, my name is Matthias Friedel. I am a 30 year old male that is passionate about anything with sports, exercise, and pizza. I am a current Nait Marketing student. Please check out my blog.

Summary of “Learning to Write Marketing Copy” an instructional video by Ian Lurie

As I sit at my desk with my candle lit, cracking a cold beer (the best sound ever) I am summarizing the instructional video of Ian Lurie on Marketing Copywriting. The series of videos provided expert insight into the do’s and don’ts of copywriting. 

Overview of Marketing Copywriting

In this section Lurie defines marketing copywriting as the information used to communicate to a current or potential client, in a persuasive manner. The ultimate goal of copywriting is to convince people they should engage in the action you are encouraging – whether it be spending their money, voting or acting in a certain manner. He explains the various forms of copywriting classifications (by collateral, by medium, and by style) and how understanding your audience means employing a tailored approach. Lurie finishes this section by ensuring as a copywriting you are prepared to write with a clear space and mind as to avoid distraction. 

Writing Copy

This section of the video starts with Lurie explaining how the preparation you do before writing copy can set the writer up for success. He then outlines tools that could facilitate this preparation such as having water at your desk so you won’t be leaving your workspace, having backups in case of a software crash, and/or timer to keep you on track. Lurie outlines the importance of having a plan but also emphasizes how it can change and should be used as a catalyst for writing rather than an abiding script. A key takeaway from the planning stage is to also identity your audience and a potential list of collaterals. 

In regards to the ‘active’ writing of copy Lurie outlines general rules, such as communicating in layman’s terms, avoiding sarcasm, and addressing the reader directly. Another key take away from this section of Lurie’s video is regarding headlines. Lurie states the importance of having a clear headline that can stand on its own if handed to a bystander on the street. He finishes this section of the video highlighting structural guidelines and topography that will enhance readability and engagement from readers. 

Rewriting Existing Copy

Lurie highlights how rewriting copy can be fun, but also challenging as it needs to adapt to different contexts. When being asked to rewrite copy by colleagues he explains the importance of understanding the context of the copy in its totality (ex. who it is appealing to). He suggests looking for unnecessary words and cutting them out is a quick improvement to copy. Lurie then explains the different adaptations copy may need to take depending how it is being adapted. For instance online needs to be readable while maintain the quality of copy. Product descriptions need to be extremely concise as images take up most of the visual space. Lurie uses social media as an example of how copy can be rewritten in a lighter hearted manner.

Conclusion

In this section Lurie highlights the importance of managing your team to ensure their creativity is maximized. This includes having a clear schedule, spreading around ‘the good stuff’, avoiding a template mentality, and respecting your teams unique styles and writing voices. In his conclusion Lurie also explains his 70/20/10 model in which 70% of copywriting is fairly standard, 20% is controversial, and 10% is innovative. He ends his video on a positive note encouraging viewers to tap into their own unique writing style passion, if you can and it is suitable, and how this will translate into better copy writing

Bibliography

Lurie, I. (2014, 05 30). Learning to Write Marketing Copy . Seattle , Washinton , USA.

Readability Grade 10

stay classy,

Matthias Friedel