Archive for the ‘copywriting’ Category

Awesome advertising again

 babycanwait
babycanwait.com

Dreamy illustration for a teen pregnancy campaign busting the myth that somehow relationships between young girls and adult man can have a fairytale ending.

Advertising agency: Serve
Copywriter: unknown

 copywriter, copy writer, advertising, ad, print ad, ad copy, ogilvy, expedia Expedia

This inspired Ogilvy campaign for Expedia is garnering its fair share of attention … for good reason! A clever play on airline baggage tags by Ogilvy London.

Creative agency: Ogilvy & Mather
Copywriters: Jon Morgan & Mike Watson

Etisalat 4G

Telco advertising isn’t usually renowned as the freshest. This one breaks the mold though.

Creative agency: Lowe Mena
Copywriter: Marwan Saab

copy, copywriter, long copy, ad copy, advertising, print ad, ogilvy, david ogilvy, rolls-royce Rolls-Royce

This classic ad was created by David Ogilvy for Rolls-Royce in 1959. And it still stands up!

Creative Agency: Ogilvy
Copywriter: David Ogilvy

 advertising, ad, print ad, copywriter, copywriting, copy, ad copy, sound communications, red lion Sound Communications

This innovative print ad transforms hearing loss into a visual experience. Not a totally new creative concept but it does engage readers in the puzzle of what the copy might actually say.

Advertising agency: Red Lion
Copywriter: Sarah Jones

  Sega XBox

An oldie but a goodie where the copywriting really sings.  This 2008 ad is from a series by Challenger BBDO in Sydney to support the release of XBox Condemned 2 video game.

Creative agency:  Challenger BBDO
Copywriters:  Chris Berents, Michael Dawson

adertising, ad, ad copy, copywriting, copywriter, avigra, print advertising Avigra

2011 saw the New Zealand launch of Pfizer’s ‘little blue pill’ and this breakthrough campaign helped Avigra gain market dominance … and keep it.Advertising agency: BCG2
Head of copy: Robin Powell

Lynx

As world media focused on the naked truth of one Prince Henry of Wales’ adventures in Vegas, there shone opportunity …Published August 2012.

Agency: BBH, London UK
Creative: Dominic Goldman

copywriting, copy writer, advertising, ad copy, print ad, long copy, db export, new zealand, colenso bbdo

DB Export

The Wine List: what goes through your mind when the waiter hands one over?

Advertising agency: Colenso BBDO
Copywriter: Simon Vicars

copywriter, copy writer, jingle, advertising, ad copy, ipana, bucky beaver, brusha brusha, disney

Ipana

Who could forget the eternal Bucky Beaver?  Created by Disney for the iconic Ipana brand, still the best selling toothpaste in Turkey!

Creative agency: Disney Studios
Copywriter: Jimmy Dodd

copywriter, copywriting, advertising, ad copy, duracell, ovilvy malysia

Duracell

Simple, effective and fun. Is there a better way to reinforce the ‘lasts 50% longer’ message for Duracell? Possibly not.

Advertising agency: Ogilvy, Malaysia
Copywriter: unknown

copywriting, copywriter, advertising, ad copy, ad content, aeroplane jelly, song

Aeroplane Jelly

Who can’t admire the creative genius that goes into writing a jingle like the Aeroplane Jelly song?

Writer: Albert Francis Lenertz

Drug & Alcohol Services South Australia

Featuring key indigenous role models, this innovative campaign targets the kids as young as 8 who take up smoking.

Creative agency: Jamshop Adelaide
Copywriter: Johnny Velis

copywriter, copywriting, print ad, advertising, ad copy, auto drop, ddb

Auto Drop

It might not be too PC but this cute safety take for Autodrop is actually about getting sweets out of the car.

Advertising agency: DDB Amsterdam
Copywriter: Menno Schipper

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

  1. The purpose of most business communication is to get the reader to act.
  2. Even everyday business communication can benefit from a copywriter’s touch.
  3. Well written communication reflects positively on you and your business.

More awesome advertising

copywriter, copywriting, advertising, ad copy, print ad, export dry, idiot, colenso bbdo

Export Dry

Now Kiwi blokes can avoid those awkward wine moments, thanks to Export Dry’s 2012 face saving Idiot campaign.

Advertising agency: Colenso BBDO
Copywriter: Simon Vicars

copywriter, copy writer, advertising, print ad, press ad, ad copy, beef, BMF Sydney, Meat & Livestock

Meat & Livestock Australia

Trust 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
Copywriter: Neil Walshe

 copywriter, copy writer, long copy, advertising, ad content ironised yeast, vintage ad 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.

copywriter, copy writer, advertising copy, print ad, lotus cars lightweight

Lotus Cars

You 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
Copywriters:  Szu-Hung Lee, Randy Lee, Kevin Teh

copywriter, copywriting, advertising, ad copy, print ad, red cross, awareness, Pier Madonia, Stuart Macmillan

Red Cross International

Stunning execution allows this print ad to cut through the clutter with style and simplicity.  Point taken.

Advertising agency:  Pier Madonia, Sweden
Copywriter:  Stuart Macmillan

 

print advertising, copywriter, copywriting, short copy, queen bee,

Queen Bee Salon & Spa

Guide 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
Copywriter:  Phil Henson

Stihl

Once 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
Copywriter:  Chris Ellis

copy writer, copywriter, copywriting, protest, blackout, sopa, wikipedia

Wikipedia

Strictly speaking this might not really be advertising, but there’s no denying the awesome power of the SOPA blackout campaign.

Created by:  Wikipedia

Financial Times

What a timeless headline this 1965 print ad leads with.  Don’t we still ponder this exact question today?  Pure advertising genius.

Creative Agency: unknown
Copywriter:  unknown

copywriting, copywriter, advertising copy, print ad, epworth healthcheck, melbourne, computer crash

Epworth HealthCheck

This 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
Copywriter:  unknown

copywriting, copywriter, advertising copy, print ad, ultimat vodka, find balance, amalgamated,

Ultimat Vodka

Patron 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
Copywriter:  unknown

copywriter, copywriting, advertising, print ad, ad copy, afr, boss magazine, jmk sydney

AFR Boss Magazine

The 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
Copywriter:  unknown

Arnott’s Wagon Wheels

Four 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
Copywriter:  Michaela Brown, Alex Wadelton

6 quick tune up tips for 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.
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

  1. Copywriters that tap into key motivators write power headlines.
  2. Only 2 out of 10 readers will move onto your main content.
  3. Numbers and numbered lists almost always work.

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