the copywriteZ blog

…I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product. — David Ogilvy

As a copywriter, sometimes I have to come to grips with this reality (and, sometimes, I have to convince others of it.).

It’s a simple dialogue:

Is that copy creative?

-No. It’s boring medical stuff.

Did it cause people to buy the product?

-Actually, yeah.

Good job.

Is that copy creative.

-You bet. Most creative thing I’ve ever written. See? Go ahead. You can laugh.

Ha ha. Very nice. Did people buy the product?

-No, but they just LOVED the project.

Good luck with that.

Now, I ask myself a new question. Oh I still want to be creative and insightful and get chuckles (where appropriate). But, now, I ask myself: “Can this piece be more interesting?”

That is, can it be more successful at it’s job, which is to sell a product, service or idea.

Food for thought.

When you paint a room, you usually can’t use the same tool to paint the walls AND edge the trim. You’ve got to use different techniques to get the job done effectively.

Think of the walls as broad, brand-centered messages. You use a big brush and make large strokes. You don’t get caught up in tons of details. You simply get the paint on the wall for everyone to see.

Many times, I hear radio spots and see print ads that seem like they are trying to deliver broad messages about a business. But then, the ad deteriorates into a rapid-fire list of services and products and special offers.

Too often, the advertiser – very focused on the expense of the ad – tries to shove everything possible into their 60 seconds, or their half-page.

They’re trying to “paint the wall” with a tiny brush and lots of little strokes.

The audience gets overwhelmed and retains nothing from these kinds of ads.

Take a look at some national advertisers. Some of them do a great job of delivering broad ads that don’t lose the audience in specific details.

I recently saw a TV commercial in which the voice-over simply reads the text found on the front of a bottle of Budweiser: “This is the famous Budweiser beer…” It’s a broad, brand-centered ad, and it’s a good one for the target audience watching an NFL game. There’s not really a call to action, but that isn’t the purpose of the ad. The ad reinforces the nostalgic brand image.

It’s a message painted with a large brush. It’s easy to view and easy to remember.

But, what about “edging the trim”? What if you have specific product messages to deliver to your audience?

McDonalds does a great job with specific messages about their products.

Despite the dozens of offerings on their menu, their ads spotlight a single item, like a “juicy, melty McDouble sandwich.” Often, they’ll mention a complementary item, like “a small fries, or fruit parfait from our Dollar Menu,” but the overall ad stays focused on a single message, and delivers a succinct call to action.

If you are a small business looking at the prospect of an ad campaign, consider your goals, and create your ads appropriately. If you are a new business, or your main goal is exposing people to your business, “paint the walls.” Deliver a broad message that establishes your identity with your audience.

If you need to promote specific products or events, “edge the trim.” Focus on one product or promotion, and deliver a more detailed message. Be very clear about the call to action.

Resist the urge to try and do it all in one ad. Don’t try to pack your ad with an overload of information that includes both broad messages and loads of details. Instead, focus on your audience’s’ ability to comprehend and retain your message, whether a broad, brand-centered message, or a specific product or promotion-centered message.

Years ago, a wise copywriter realized that he (or she) could accomplish much more with transit ads (ads on subways and city busses).

See, a large percentage of people actually don’t carry with them something to read. They had time, and they needed something to do. They were truly captive.

If you ever go to a city with a subway or a decent bussing system, you’ll notice that most of the ads you see are longer than a comparable ad in another medium. Why? Because the audience is more likely to read more copy. They’ve got time and they aren’t going anywhere.

Now, here’s another great marketing idea…

What if you could put your brand in the hands of your audience, by placing your brand on an item that they already handle often in life.

No, I’m not talking about putting your logo on a pen… that’s fine if you want to, but uh… it’s been done.

I’m talking about taking a hint from the guy who first thought to put his brand in a fortune cookie. The same guy also put a brand name on a urinal screen (that’ll get some attention!).

Could you do something really creative with your brand that gets it in the hands of your audience, literally? It’s tough to do without coming across like a logo creep (that’s someone who’ll slap their logo on anything in a desperate cry for attention). You’ve got to give this some thought.

What if you could combine the two ideas??? Take a great brand promotion idea and put it before a captive audience.

I just read an article about a brand that did just that. Check it out here.

Sometimes, your #1 goal in marketing your small business or nonprofit is to simply get noticed.

When you are selling useful products, or a great cause, sometimes getting noticed is all it takes.

So, if you are looking for attention be anything but ordinary.

Make sure your next 8.5” by 11” trifold is anything but. Try a different size or shape.

Try a die-cut business card.

Give out something other than a pen that has your logo on it.

In my personal copywriting business — www.copywriteZ.me — my business cards are simple, minimalist and ROUND. I’ve been using them less than a month and nearly every recipient talks about how this card won’t be lost or overlooked.

A friend has a small golf equipment retailing business. One of their recent marketing projects was a simple postcard mailing… simple but attention-grabbing. The postcard was PLASTIC with several round “punch out” coupons that look like golf balls.

A second marketing project by the same retailer came to life while they were considering giving out single-use discount pieces worth several dollars. Originally, business cards seemed inexpensive and appropriate. Then, they found a local guy who makes customized poker chips. Voila.

Want to do something BIG?

Okay.

Sometime ago, I drove by a blank full-sized highway billboard. On a ladder, there was a worker who appeared to be changing the vinyl on the board. But, the ladder was tipping over, and the poor guy was hanging on for dear life.

It took a second to realize that the man was a dummy. Then I noticed the health insurance logo on the corner of the otherwise vacant billboard.

A driver only has a matter of seconds to glance at a billboard. This one certainly grabbed my attention.

But usually, it just takes something small. Even something as simple as changing the shape of your next brochure can be the catalyst that gets your brand some new attention. Try thinking outside the trifold and see what creative ideas you come up with.

It’s summer time!!!

All the good shows are awaiting their September premiers, and we’re stuck with a choice between reruns or a dip in the “talent pool” – American Idol, America’s Got Talent, So You Think You Can Dance, plus almost all of Bravo’s lineup.

Could be worse.

I saw an act the other day, and it inspired this thought… “Win the crowd!”

The talent act was the “Russian Bar Trio.” Two men would hold a flexible board on their shoulders while facing each other. Then, a little pixie of a girl balanced on the board, jumping and flipping through the air.

When they came out on stage, you could hear crickets. Even after their first stunt.

Then something happened. They pushed a little harder. On the next stunt, a judge quietly said, “Whoa.” And the crowd was engaged.

Two stunts later, and the place was going nuts.

The point is, the Trio built a great show. They added elements. They won the approval of a crowd influencer. They under-promised (Russian Bar Trio?? Bland name.) and over-delivered.

In marketing and advertising, take a small risk. See if it works, and then build on it. Identify an individual or group that has influence on the crowd and perform for them. Their honest opinion is priceless to the success of your brand. Then, once you have a building crowd, keep them engaged to keep them growing.

Sounds good, right? But, you’re thinking this “advice” sounds a bit vague.

Exactly.

Only you know your performance (read: product/brand), your influencers and your crowd. So, the process is all yours. I just hope this sparks a new idea, a boldness to take a small risk, and a vision of a raving audience – that’s totally buying your stuff.

I’m reading several very interesting books right now – some of my own choosing and some in completion of a Masters degree in Journalism (Advertising). I expect to provide some comments about these books in the near future, but for now, they are:

Ca$hvertising, by Drew Eric Whitman

This is a very interesting book that I started on a recent plane ride. It’s a tremendous book of lists – 17 Principles of Consumer Psychology; 22 Psychologically Potent Headline Starters; 7 Online Response Boosters….

Needless to say, it is a very interesting read, and it’s destined to have a prominent position on my reference shelf.

Air Wars (5^th ed.), by Darrell M. West

This book examines television advertising in election campaigns. Through 70 pages it already proves that candidates may be willing to go to the biggest extremes to promote their brand while vilifying the competition. Persuasion is massively more important than information. It all makes the Coke vs. Pepsi battles look like a toddlers game. Also interesting is the method of achieving the overall goal: Win the favor of the masses by appealing to strategic, small audiences, sometimes with limited finances.

Up next: Buzzmarketing by Mark Hughes.

I’m reading an awesome book on the topic of “BUZZ.”

“Buzz” is that thing that sometimes happens when everybody is talking about an “it” — any “it” can generate buzz.

That terrible singer on Idol last night… That guy who interrupted the acceptance speech at the award show… That voicemail where the caller is laughing hysterically  at the three little old ladies (one looks like “Mother Goose”) who are beating up the man who wrecked into them in the rain…

Buzz usually begins with the words, “Did you hear about…?” or “Have you seen…?”

And, Buzz is a powerful marketing tool… IF… you are willing to take the risk.

Buzz is very hard to control. But it can be priceless to a marketer. If you can make your product the “it,” you may be in for some amazing results.

It can also send you down in flames. After all, all Buzz isn’t positive. In fact, negative Buzz always travels faster.

Expect several of my next posts to be about Buzz.

I was visiting with a friend today. OK, not really a friend. I actually just met her today. But, I hope she will become a friend over time. This person is pretty much a stud in the OKC advertising world.

At one point, we found ourselves talking about humor in advertising.

Now, I’m a big fan of humor in advertising. As long as the message is sound and there’s a connection between audience, message and action, humor rocks.

But, my friend and I didn’t leave it at that. Because humor isn’t the point of great advertising or marketing. The point of strategic communication (that’s marketing, advertising, PR, etc.) is to move your audience to action.

As a copywriter, that’s my goal… and it should be yours, whether you are a corporate marketing manager or a small business owner or a fundraiser.

And, use any tool, any emotion – be funny, be angry, be sad…

… make their mouths water, make their eyes water, make ‘em sweat…

… create fear, create pride, create heroes.

Just move your audience. The action you move them toward could be buying something, or donating money or time, or voting a certain way, or just liking your brand a little more. If you’re being honest and sincere, don’t feel guilty about it. Because your audience — the ones who act — get a better life because of your product, or cause, or whatever you offer them.

Put that in your next ad… or brochure… or sales letter… or webpage…

The other day I was speaking with one of my business affiliates — a printer — about products that might appeal to small businesses on a marketing budget. I was looking for something high in quality, but also inexpensive.

“VDP,” he said.

Here’s the low-down –

Variable-data printing (VDP) is a form of on-demand printing in which elements such as text, graphics and images may be changed from one printed piece to the next without stopping or slowing down the printing process. Variable data printing is mainly used for direct mail, sales letters, brochures or postcard campaigns.

Variable data printing uses information from an external file or database, and enables the mass customization of documents that have a look and feel comparable to conventional offset printing. Instead of producing, say, 10,000 identical form sales letters, variable data printing can print 10,000 personal letters with customized messages for each recipient.

And, since VDP is a digital technology, it’s less expensive than offset printing.

I love old school, offset printing. But sometimes, a product like this is the way to go to meet your needs and budget. What do you think?

Eskimo Pie — first advertised in November 1921; patented in early 1922; mass-produced in partnership with Russell Stover; franchised and widely available.

Klondike Bar — first advertised in February, 1922; locally produced in Youngstown, Ohio, and only sold in Ohio and Pennsylvania until 1978; didn’t become nationally available until the early 1980s; costs more.

Which one do you think has greater market share???

According to research done in the 90’s (when both brands were being bought and sold by major food makers), as well as a recent bio that aired on the History Channel’s “American Eats” program, Klondike has held a slight edge on Eskimo Pie for at least 19 years.

It costs more. It came later. It lagged in production and distribution for 60 years.

And, it’s the favorite.

In 1978, Klondike finally ventured outside of the Midwest, with distribution in Florida, then New England. Then, in 1982, with the added production of a new factory, Klondike launched a nationwide advertising campaign which included the famous “What would you do-o-o… for a Klondike Bar?” tagline.

(Read the rest of the history here, including a cool picture of the original Klondike packaging.)

So, how did Klondike do it?

Without access to in-depth marketing research, it’s tough to say just how Klondike surpassed Eskimo Pie… but I have a couple of ideas.

Idea #1

For most of the country, Klondike was the new thing. Generally, people hate change, but they will try something new if the risk is low or the payoff is high. And, if they discover something new, they tell their friends about it. Klondike was a low-risk, inexpensive item, marketed in a very non-threatening way – seriously, how threatening is ice cream?

If your marketing is asking people to try something new, you must position it so that your audience has nothing to lose and/or everything to gain by taking a chance with your product or service. One of the goals of your copy should be to eliminate fear. Free samples and money-back guarantees are also good fear deterrents.

Idea #2

Klondike utilized a great ad campaign with a brilliant tagline. Every word except “Klondike” is a single syllable word.

Taglines are brief associations with the brand or product. They either describe something unique and memorable about the product, or they create something emotional to strengthen the audience’s connection with the product.

The copper top… *scans wall of batteries* …there it is!

Have it your way. No onions on my burger, thanks.

Just do it! Yeah! *thumps chest*

Do you have a tagline for your brand or product? If so, is it making that unique or emotional connection?

Eskimo Pie vs. Klondike. Interesting rivalry, isn’t it. Sometimes a look at brands that have nothing to do with your own can spark a new idea.