Archive for the ‘copywriting’ Category
Awesome advertising again
May 2nd, 2012 | 
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Posted in advertising, copywriting, stuff we like | 
Tags: ad, advertising, audience, communication, copywriter, copywriting, creativity, marketing, print, target market, writing | 
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Why that business letter is a job for the copywriter
Sure. Not all business communication is a piece of marketing. You may not think of an account control letter or appointment reminder as needing a deft copywriter’s touch.
But consider why you’re putting the message out there in the first place. You want the reader to DO SOMETHING. That means you need to provide some compelling reason why they should.
That’s the best reason to use a copywriter. Because they write business communication that propels readers into action.
Copywriters structure your communication and choose words or language to motivate. Some of the key elements business writers use include:
- Sure fire winners
Some words and phrases just work better. Even everyday business writing can harnesses emotive language for better results. Take the proven performer, How to, for example.
Account activation … or How to activate your account
- The right offer
Yep. What’s in it for me … again. Any business writing can be couched in the context of a reader benefit:
Now you can forget about those dirty floors. Your Clean-A-Carpet booking is confirmed.
- Call to action
Every business letter has a purpose. If your business writing is up to speed, this can also be an opportunity.
Finished a job? Get referrals.
Spur the reader on to act. That’s the purpose of nearly every piece of business communication you will ever publish. Well written communication not improves your message quality and response level. It’s good business practice.
3 take away tips
- The purpose of most business communication is to get the reader to act.
- Even everyday business communication can benefit from a copywriter’s touch.
- Well written communication reflects positively on you and your business.
Posted in business writing, copywriter, copywriting |
Tags: act, audience, business, communication, compel, copy writer, copywriter, copywriting, letter, marketing, message, motivate, propel, reader, writing |
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More awesome advertising
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Export DryNow Kiwi blokes can avoid those awkward wine moments, thanks to Export Dry’s 2012 face saving Idiot campaign. Advertising agency: Colenso BBDO |
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Meat & Livestock AustraliaTrust your beeflex. That says it all really, doesn’t it? This creative print ad appeared in support of the Nothing Beats Beef Facebook page. 2011 Advertising agency: BMF Sydney |
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Ironized Yeast
Today the diet industry is worth billions, so it’s hard to imagine a world when being skinny was a bad thing. But there you have it. |
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Lotus CarsYou can’t do it with eggs but it’s sure possible with language. Innovative use of the brain’s inbuilt unscrambler. Advertising agency: McCann Erickson Malaysia, Malaysia |
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Red Cross InternationalStunning execution allows this print ad to cut through the clutter with style and simplicity. Point taken. Advertising agency: Pier Madonia, Sweden
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Queen Bee Salon & SpaGuide to private hairstyles. It’s tricky enough selling adult services without turning the exercise into a smut fest. Advertising agency: Hanlon Worldwide Industries, Los Angeles |
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StihlOnce you get your head past the chainsaw link, this is a well executed campaign where good copy meets nice art direction. Advertising agency: WhybinTBWATequila, Melbourne |
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WikipediaStrictly speaking this might not really be advertising, but there’s no denying the awesome power of the SOPA blackout campaign. Created by: Wikipedia |
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Financial TimesWhat a timeless headline this 1965 print ad leads with. Don’t we still ponder this exact question today? Pure advertising genius. Creative Agency: unknown |
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Epworth HealthCheckThis print ad appeared in The Age newspaper on 9 November 2011. The scanned image isn’t that great, but this headline is so perfectly pitched it earns 2012 poll position in awesome advertising. Creative Agency: unknown |
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Ultimat VodkaPatron Spirits hired New York agency Amalgamated to create a campaign positioning Ultimat as an ultra-premium vodka with the top end of town. 2011. Advertising Agency: Amalgamated, New York |
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AFR Boss MagazineThe creative touch of JMK Sydney ensures this Boss Magazine print ad tells existing and emerging leaders how to stay in touch with current issues and participate in leadership dialogue. In no uncertain terms! Advertising Agency: JMK, Sydney, Australia |
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Arnott’s Wagon WheelsFour heads are better than one. Reinventing long copy for reinventing the Wagon Wheel. Not surprisingly, already a 2011 Clio and Cannes Lions award winner. Advertising Agency: Y&R, Sydney, Australia |
Posted in advertising, copywriting, stuff we like |
Tags: ad, advertising, audience, communication, copywriter, copywriting, creativity, marketing, print, target market, writing |
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6 quick tune up tips for power headlines
Humans are a funny bunch. We’re hard wired to love stories, short-cuts and numbers. That includes your readers. So copywriters who tap into these key motivators write power headlines.
A good copywriter will almost always write the headline first. That’s because they know that, on average, only 2 out of 10 readers will move onto the main content. Here are some of the secrets.
Keep it short & simple
A long headline that works is a rare and fine thing. For most business marketing (that’s print, advertising, web content … the works) less is more. 7-9 words are ideal.
Make your headline work even harder by including a key benefit too.
Connect with images
Never underestimate the power of pictures. In advertising, a good graphic often tells most of the story.
Writing a headline that ties into the visual adds real impact. Entice prospects with a key benefit and accelerate readers on to your content.
Shock, challenge or amuse
Some of the best headlines of all time are the ones that made us laugh. For the right reasons that is (not some ghastly spelling mistake, or worse). A word of caution though – they are the trickiest of all to write.
A headline is the first opportunity to make the reader part of the communication. So cut to the chase and target where they live. Experienced and well briefed writers hone in on audience values:
One child dies every minute “
Are cleaner teeth worth $1 to you? “
The man with the ‘grasshopper mind’ “
Tell me a story
Surely you don’t think a story in 7-9 words is impossible? Newspaper writers and editors do this every day of the week. And they do an awesome job.
Great headlines don’t just state facts:
Man shoots stray dogs
they appeal to the reader:
Dogs shot in senseless attack
Use sensory language
Let’s think about it. Why is anyone reading your marketing content? Not because they want a sales pitch. Because they want to experience your product or service.
Copywriting with touch and feel is the best way to help prospects do that. And headlines are no exception.
For example, “Tastes Great” tells a story. But “Melt in the Mouth” makes me feel it.
Take a number
It’s a fact. People love numbers. So writing a headline that includes a number has instant appeal. And when it comes to online content, list posts almost always work.
Not just any number, mind you. Rounded numbers engage fewer readers than, say authentic survey results.
For example, readers trust “19% of customers think …” over “almost 20% of customers think”.
Similarly, odd numbered online lists tend to outperform their nicely rounded colleagues.
3 take away tips
- Copywriters that tap into key motivators write power headlines.
- Only 2 out of 10 readers will move onto your main content.
- Numbers and numbered lists almost always work.
Posted in advertising, brochures & flyers, copywriting, marketing, web content |
Tags: advertising, billboard, body copy, business, content, copywriter, copywriting, headline, marketing, online advertising, posters, writing |
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