Category Archives for "Copywriting"

6 Truth, Lies, and Advertising Honesty.

I don’t comment on politics. However, the recent political dialog has certainly inspired this week’s speech on brand authenticity, honesty and truth in advertising.

In politics, the standards for lying are lower than they are in business. You can sling mud and hurl half-truths at your opponent and get away with it. He’ll simply sling it back.

In business, it doesn’t work that way. If you say nasty things about your competitors, you’ll probably get sued. It’s actually illegal to blatantly mislead consumers, and if you live in a small town, like I do, disparaging a competitor will almost always come back to bite you in the Karmic ass.

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3 The secret, missing ingredient of content marketing.

It’s the age of information, and much of the marketing buzz these days revolves around “content marketing.” Especially for business -to-business marketers, it’s all the rage.

We have YouTube videos, webinars, articles, blog posts, 24/7 Tweets, Powerpoint Presentations, Facebook updates, websites, ebooks, and white papers coming out our ears.

In many cases, it’s just too much information. Or at least, too much of the wrong kind of information.

In an effort to “push valuable content” to prospects, some internet marketers are inundating people with more and more information. And there’s something troubling about the quality of that content:

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5 How to make your website work — on many levels.

There seems to be a trend in website development these days… more and more cookie-cutter, template-driven websites that are wearily one dimensional.

The fact is, if you want the maximum return from your website investment, it needs to work on many different levels.

3 Success in copywriting: Mix up the words for better results.

Sometimes, one single word is everything. The difference between a marketing home run and a dribbling bunt. I recently ran into a client who was completely fixated on one word in a headline: “Precious.” “Babies are precious, not parking places,” she argued. “Yes, but diamonds are also precious. And what’s more valuable than diamonds?” I countered.

1 Garbage In, Garbage Out — How to get effective advertising from your agency.

Took a load to the local dump the other day. As I hucked yard debris and unwanted consumer goods out the back of the truck, I got to thinking about waste in advertising.

There are mountains of it, even in this age of informed metrics and marketing ROI.

As an agency copywriter I spent months — years even — working on poorly defined assignments and campaigns that went nowhere. More often than not, we simply didn’t have anything insightful to go on. It wasn’t a lack of creative juice… we always had lots of good ideas. The problem was lack of direction.

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3 Brand differentiation. Is your message too generic?

Golf is one of those categories where brand differentiation is difficult. Clubheads are as big as they’re going to get, and every brand promises the same thing… Longer, straighter drives. High technology. And distance above all else.

This headline from a Cobra Driver ad sums it up: “Scientifically engineered for insanely long, straight drives.”

Sounds insanely generic to me. Why pay $50,000 to convey a message that applies to the entire category? You could literally insert the photo of any driver and no one would know the difference. Seems like a high price to pay for invisibility.

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2 Learning from Mad Men: Old-school advice on choosing the right message for your ads.

Life in an advertising agency makes for great TV drama. And sometimes the powerful men of those fictitious agencies can even teach us a thing or two.

Donald Draper in Mad Men

Donald Draper in Mad Men

Take Donald Draper of Mad Men. That character is based on a real-life ad man of the 50’s — Rosser Reeves. As chairman of the Ted Bates Agency, Reeves produced some of the most memorable slogans of all time, like “M&M’s… Melts in your mouth, not in your hands.”

Creatively, Reeves’ TV ads were formulaic and boring. He had a blatant contempt for public intelligence and many of his spots were banal and insulting by today’s standards. But by God, they worked.

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2 Now, more than ever, you need to quit running those recession ads.

I pay attention to ads. When I read the morning paper or one of my favorite magazines, I notice who’s running what and I thoroughly study the ads that catch my eye. For better or worse. Lately, a lot of headlines lead with the preamble: “now, more than ever…”

Now, more than ever, you need this new Ford.
Now, more than ever, you need to put your money in a little, local credit union.
Now, more than ever, you need a financial planner.
Now, more than ever, you need a vacation to warm, relaxing 5-star resort.
Now, more than ever, you need to support your local non-profit.
Now, more than ever, you need this coupon for pest control services.

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