Notes to a Copy writer on advertising

Dear Copywriter,

It’s never so easy.

Here’s a few thoughts.

1) Bernbach once said: touch the emotions of the reader and you’ll touch their soul, etc. (or words to this effect.).

2) Try removing any mention of the company or brand name from the appeal, concept or headline and work directly with the subject, thinking only of the reader. You did this very well in our last project. In this case, the reader will see the logo in its place. We don’t need to push their name. Unless of course, a very compelling headline extols something about the brand that’s newsworthy (we can do this, but I think it will miss the essence of the product and what it means to the customer).

3) Try to make a little bit of magic happen! We need to introduce this product in a new way.

4) Capture the reader’s attention with a fundamental truth, stated memorably. If we can link a selling angle (USP) through the copy or subhead or positioning, so much the better. But even without a USP, let’s try to capture the magic of the product and build readership for the message.

Here are a couple of quick headline ideas that might be promising (suggestions only, they need more work):

* A few samples followed up on this
* Then I got back to the overall theme

You have a few nice starts, like the less is more headline. But we need a bit more search, or creative push. We need a memorable twist, but not too cute or clever. As a journalist, report on what the product will do. But be more intimate in style. We’re trying to capture the interest of a reader by appealing directly to her desires and self interest. We’re trying to capture a fundamental truth or essence on the “uniqueness of relationship between the customer and the product.”

If you feel totally stifled, try writing a very personal letter to a friend. Show lots of enthusiasm for the product and how it will make her feel better, help her do more things, or improve her health. Don’t even think of mentioning the client. Just capture the story in the most compelling way. That letter is likely to produce a few lines of copy and headline. Maybe a strong headline.

Remember, it’s the emotions of the reader we want to touch.


Greg