It all started with reading 'The Copywriters Handbook', last evening. (Still going strong on the reading)
Most of 'MY' generation advertisers or professionals (as they like to be referred to), believe that reading books such as these is too cliche. Well, then the surprise here is, most advertisers like myself see this as a learning. A learning that has been lost amidst the clutter of the last decade, or may be 'Glamour Advertising'.
I'll keep this post very short and simple. Or rather just quote a few learning's that came from the advertisers who helped their client sell and make enormous business. That's what it's all about. Get business for your clients, help them make money & add value to the money they spent on 'YOUR' advertising campaign. Don't just write clever copy, make the seniors smile & your clients grieve. (Yes, they grieve!) Write clever copy but also ensure your client benefits, because you are HIS advertiser. Also, because your clever and amusing copy does not get him business, all the time. It sure dose get you a raise though.
Whatever product you market or advertise, there are several others that cry for attention too. You are not the only one. No reader or viewer has the time or inclination to read 'All of them'.
"As a creative person, you naturally wish to write clever copy and produce fancy promotions. But as a professional, your obligation to your client is to increase sales at the lowest possible cost and is you believe your clever copy can do that go prove it. If a classified ad works better than a full page ad, use it. If a simple type-written letter gets more business than a colourful brochure, mail the letter." - Robert W. Bly
"Once you realize the goal of advertising is selling, you'll see that there lies creative challenge in the way you write simple copy that sells. Selling challenge differs from artistic challenges."
"Being artistic in nature, advertising writers naturally like ads that are aesthetically pleasing, as do advertising artists. But the fact still remains, just because an ad is pretty and has clever and satirical copy, it still does not serve the purpose of "Why do I buy this product" or "What's in it for me". It does not persuade the "Buy this now" proposition." -- Luther Brock
In all forms of advertising, the first impression is the last one.
In a print advertisement - The headline and the visual.
In a brochure - It's cover.
In a radio or commercial - The first few seconds.
In a direct mail pack - The envelope copy or the maybe the first few sentences of the letter.
In a sales presentation - The first few slides or slip charts.
No matter how persuasive your body copy or well-written for that matter, you ad does not sell if it has not attracted the customer to his/her wits. Many copywriters believe that clever wordplay, puns and cute copy make for great copy. No. It's NOT. There too lies an art is making sales out of such copy. - David Ogilvy.
Although you attempt writing copy with pun and wordplay, ensure it's something your TG understands and 'buys'. - David Ogilvy
You did fall for the 'I'll keep this short and simple'. Didn't you? This is what advertising is about. Don't just get them excited, but also get them to buy. That's when you garner happy clients and a thriving business.
More on the 'Copywriters Handbook' in the next post.
Most of 'MY' generation advertisers or professionals (as they like to be referred to), believe that reading books such as these is too cliche. Well, then the surprise here is, most advertisers like myself see this as a learning. A learning that has been lost amidst the clutter of the last decade, or may be 'Glamour Advertising'.
I'll keep this post very short and simple. Or rather just quote a few learning's that came from the advertisers who helped their client sell and make enormous business. That's what it's all about. Get business for your clients, help them make money & add value to the money they spent on 'YOUR' advertising campaign. Don't just write clever copy, make the seniors smile & your clients grieve. (Yes, they grieve!) Write clever copy but also ensure your client benefits, because you are HIS advertiser. Also, because your clever and amusing copy does not get him business, all the time. It sure dose get you a raise though.
Whatever product you market or advertise, there are several others that cry for attention too. You are not the only one. No reader or viewer has the time or inclination to read 'All of them'.
"As a creative person, you naturally wish to write clever copy and produce fancy promotions. But as a professional, your obligation to your client is to increase sales at the lowest possible cost and is you believe your clever copy can do that go prove it. If a classified ad works better than a full page ad, use it. If a simple type-written letter gets more business than a colourful brochure, mail the letter." - Robert W. Bly
"Once you realize the goal of advertising is selling, you'll see that there lies creative challenge in the way you write simple copy that sells. Selling challenge differs from artistic challenges."
"Being artistic in nature, advertising writers naturally like ads that are aesthetically pleasing, as do advertising artists. But the fact still remains, just because an ad is pretty and has clever and satirical copy, it still does not serve the purpose of "Why do I buy this product" or "What's in it for me". It does not persuade the "Buy this now" proposition." -- Luther Brock
In all forms of advertising, the first impression is the last one.
In a print advertisement - The headline and the visual.
In a brochure - It's cover.
In a radio or commercial - The first few seconds.
In a direct mail pack - The envelope copy or the maybe the first few sentences of the letter.
In a sales presentation - The first few slides or slip charts.
No matter how persuasive your body copy or well-written for that matter, you ad does not sell if it has not attracted the customer to his/her wits. Many copywriters believe that clever wordplay, puns and cute copy make for great copy. No. It's NOT. There too lies an art is making sales out of such copy. - David Ogilvy.
Although you attempt writing copy with pun and wordplay, ensure it's something your TG understands and 'buys'. - David Ogilvy
You did fall for the 'I'll keep this short and simple'. Didn't you? This is what advertising is about. Don't just get them excited, but also get them to buy. That's when you garner happy clients and a thriving business.
More on the 'Copywriters Handbook' in the next post.
