Components of a Copy

In this post, we talk about the three main components that make a good copy.

Now that you know what a copy is, it is time to dig a bit deeper and discuss what makes a good copy.

Mainly, there are three components of a copy.

The first one is, Art.

Art appeals to the feelings and emotions of the reader.

Case In Point: We all know about the 'Open Happiness' campaign by Coca Cola.

The tagline 'Open Happiness' stirs a feel-good emotion in people and invites them to rejuvenate themselves with a coke.

The second component is Science.

Unlike art, Science isn't as creative. It is based on logic and practicality.

Science answers WHY you should consider purchasing the product.

Case In Point: Something as simple as "Create your first business website with Wix" serves the purpose of informing the user what Wix is about.

So, while Science is more direct and does a better task of informing the user about the product, art is more creative and sets a feel-good tone for the product.

A good copywriter would use at least one of these components in her copy.

A genius copywriter might as well use both!

Case In Point: The folks at the Dollar Shave Club came up with a smart way to cater to both art and science in their copy.

Their tagline "Shave time. Shave money." clearly explains what their company is about and the benefits of their products, both at the same time.

The wordplay takes care of the creative aspect.

Trivago's "Hotel?Trivago!" is yet another genius tagline.

It is as direct as it could get, (They have not even used proper sentences!) and boy is it catchy!

The third and the most important component, however, is persuasiveness.

The art and science in a copy would be of no use if they aren't able to induce any interest in the reader.

A good copy persuades the reader to take an action.

Hence, it is inevitable for a copywriter to know her product and her audience.

We will talk about this in the next post.

Till then, can you come up with some more examples of ads where art and science were used effectively?