@danipuntov / October 15, 2018

Why literature in creative copywriting is imperative

If I stop to reflect on the nature of the advertising content for a minute, and imagine about the survival mechanisms of digital texts in the open air of the web for a moment, I wonder if there is some literature in the creative copywriting. We talk about a little literature, a bit of art in words to seduce for the quality of its surface and the revelation of its background. This is, without a doubt, when it is inevitable, when it comes to a topic of public domain, from time to time, you can hear the sublimation of a trade that is very business oriented. Reconsider and analyze to become more effective in the results is one of the premises of work we do in INNN. And yes, the afternoons and evenings on Sundays are terrible. 

 Literature in Creative copywriting. INNN
Advertising content uses literary resources always at the service of marketing. If you have literary curiosity make a blog like mine.

The debate about the art of persuading in a higher or more utilitarian way is as old as the Poem of Gilgamesh. The first thing that I would have to do as a writer is to lower any epigraph of literary, focus on the marketing objectives, the tools available to me and in the purified technique that has managed to acquire, and more pragmatic, write supported by an advertising rhetoric that continues to be heir to literature. This legacy can be listed in specific rhetorical figures that are used, for example, to capture the attention of the Google robot and the interest of users who visit a page.

Rhetorical figures in creative copywriting

Let's see some of the literary figures present in some way in the creative copywriting and especially applied in the SEO content

  • Repetition is the maximum law. The very density of keywords recommended in a text oriented to SEO, leads us to repeat the same concept over and over again (like repeating ¨literature in creative copywriting¨ in various parts of this article). Repetition can acquire a more literary effect if it uses resources such as anaphora (very common in article leads) or pleonasm (¨SEO content is SEO content¨). 
  • The interrogation. Precisely you are checking here. What literary figures are used in web copywriting? Isn't one of them rhetorical interrogation? It is expected that this resource is increasingly present to adapt the SEO copywriting to voice searches
  • Apostrophes, with which we recurrently appeal to the user to draw their attention. Direct interpellation promotes closeness and involvement of the reader in what we count.
  • The parable. Web articles usually give answers to specific questions in texts that represent ideal users whose problem solved has educational overtones. Not always, but it is a frequent model. 
  • The antithesis also abounds in copywriting. The problem that we have discussed above is expressed before the solution: as opposed elements, ´What is not to be done´ usually precedes ´what needs to be done´´.
  • Other resources such as the metaphor, irony or hyperbole have been and are widely used in lifelong copying
"When advertising does not know how to use literature I think of Francis Scott Fitzgerald, a bad publicist but probably the best writer of the 20th century"

SEO Content is like a bestseller 

We are on earth to persuade: a certain audience, a traffic agent, a platonic love.. Advertising has always used rhetorical figures that we apply in textual and visual content so that we achieve the desired reaction in the audience. Buy our product or subscribe to our newsletter are two answers to which we usually aspire. ¡

 Literature in Creative copywriting. INNN
Really, copywriting is what happens between a good book and another one.

The texts we position within a website needs to be clear, rhythmic and persuasive. Literary resources are eminently functional. They work to satisfy what the public seeks, to engage the user, to obtain success in visits, permanence and experience. 

We are not going to achieve the gift that Jean Cocteau attributed to poets: Immortality. But what we will achieve, with an excellent job of creative copywriting, the gifts that Google attributed to the best websites: relevance and authority.


Dani Viana

Dani Viana

daniel.viana@innn.es  / 

Experienced editor in both the sector and outside the sector. Dani manages the daily development, updating, and dynamism of contents in some of the most important projects here at INNN. His nickname is Danipedia, since he always has an answer for every question and adds the perfect transversal ingredient of his cultural experience to storytelling processes and copywriting key aspects.

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