Tag Archives: Copywriting

Copywriting

G is for Great Writing


great-writing

 


read more »

Advertising Brand Marketing Branding Copywriting Uncategorized

M is for mmm-mmm good



mmm-mmm

The Power of a Good Tagline.

asdfowkfI’m a huge fan of great lines. It’s so awesome when something is delivered in a few words that really captures the reader (or the listener) and communicates the essence of a company or product. Like a lot of marketing terms these lines go by several names: slogans, taglines, straplines, or even mottos. But I refer to them as Positioning Lines to my clients. That’s because the string of words that you place alongside your logo and your company name are key critical to establishing your position within the market place.

Here are 5 tips to creating a great Positioning Line. 1. ID: It needs to support — and stay consistent — with the brand name. (eat fresh) 2. Sticky: Great positioning lines stick around because they’re memorable. (‘Does she… or doesn’t she?’) 3. Positive Benefit: You want to convey the consumer benefit for using your product or service in a positive way. (Just do it.) 4. Shine: With so many competing messages in an overcrowded playing field it’s important to set yourself apart with a creative and original Positioning Line, ie, don’t be boring and don’t do what others do. (Have it your way.) 5. KISS: Keep it simple, stupid. This is one of the toughest things to achieve. One word is rarely enough and 7 is usually too many. (Stronger than dirt.)

I think “mmm mmm good” is a much more successful line than, “It’s amazing what soup can do.” What do you think?

Let’s play, “Name that Brand.” Click on the Your Thoughts? link and tell me how many brands you can name for the lines I’ve used above as examples.

 

Advertising Brand Development Brand Marketing Branding Copywriting

H is for Honesty


honesty

Truth in Advertising.

photo 2A few years back, someone said to me, “You’re too honest to be in business.” I was stunned. What an interesting thing to say. Add to that, that the business I’d chosen to be in was advertising! It’s something that I’ve never forgotten. Why is it that we have this notion that to be great in business you have to be a schemer or a wheeler dealer? I look at my business as an integral part of my life. Why then would I have one face at work and another for the rest of my life? I think a lot of my success with marketing comes from helping clients to be honest about who they are and what they are offering. It’s in that honest inquiry that some of the best advertising is made. It’s during that process of establishing what makes a client unique that allows us to mine for gold. I think we’re all pretty savvy about when we’re being jerked around. We can tell when an advertising message is authentic and when it’s just … not. I’m really proud of the work that we do. I feel we are providing a valuable service by helping our clients to articulate who they are and what they are about. Some business people are all about the sale, it’s true. And those are the people who want to gloss over the essence of who they are and send out slick messages to lull consumers (or potential clients) into buying their product or service. So, while in many ways, my chosen field has a bit of a bad rap, it’s not the way I choose to do it. I equate branding with authenticity. And by definition, that’s honest.

 

Advertising Branding Copywriting Outdoor Advertising Print Advertising Radio Television

G is for Great Writing


great-writing

Connecting emotionally with your audience.

photo 1What makes the difference between an uninspired headline and a great one? Emotional connection. If you can evoke emotion from a reader, that means you’ve captured their attention. If you’ve captured attention, you’re much more likely to get the type of reaction or response you’re going for. The thing is, lots of clients hesitate to use emotion in their marketing messages. Maybe they think it lacks polish, is too out there or too risky. There are lots of ways to say the  same thing, but changing the words can make all the difference. Take a look at this video from UK content developers, PurpleFeather.

If your copy doesn’t evoke an emotion, it fails to really connect with the reader. So many ads and marketing messages miss the boat by simply stating the obvious. (I’m blind. versus It’s a beautiful day and I can’t see it.) (Or, We sell Widgets. versus  Our Widgets Will Make You Sing.) Sometimes a client will argue that we’re speaking to engineers or contractors or some other narrowly defined demographic where emotion doesn’t ‘apply.’ And I always say, engineers  (or whomever) are people too. We all have hearts, we all feel things and the best brand advertising and marketing makes you feel something because of great writing. No matter what you’re selling.