Copywriters love to show off their creativity. I know. I'm one of them.
But one thing I learned early on is that it's not about me. It's about the product I'm trying to sell. As a cub, I would sometimes come up with ideas, puns, analogies I thought were absolute genius. Only to be shot down by my creative director who thought them clever but off message, not conveying the product positioning or benefit sought.
At first I'd walk off in a huff (what do they know), but eventually came to realize they were right. What's the value in being brilliant if it distracts from the very product or service you're trying to promote?
I can't believe how many millions, no billions, of dollars are wasted on commercials and print ads that may be enormously entertaining, but leave you without an inkling of what the product was, or how it benefits you.
If you're going
to be funny, clever or outrageous, tie it
inextricably to the product itself, so there's
no way the customer will forget. Here's one of
my favorite commercials of all time, not only
because it's funny, the brand it makes light
of was forever etched in my mind:
Email article link to a friend.
Add article link to your website:
periodic copywriting tips,
strategies and samples of my
latest work, join my
For a free project estimate on
websites, email campaigns, print
ads, brochures, video scripts,
press releases, white papers and