duminică, 3 noiembrie 2013

How to terrorize a copywriter?

 Howard Gossage said that "terrorising the copywriters from competition should be your main purpose when you're writing a commercial. You don't have to think especially about customers". This is an important aspect to look forward, especially when copywriting is one of the most essential elements of effective online marketing. The art and science of direct-response copywriting involves strategically delivering words (whether written or spoken) that get people to take some form of action. Every copywriters is trying to come up with great ideas and this is not an easy job. Even if a marketing copywriter understands and enjoys the nuances of words, they work under pressure, because sometimes is not a brand battle is a content battle. 



Marketing copywriters are pushing  for "hard sell', creativity and attention, even if the main audience is not looking for an advertisment at all. People like to buy, but they don't like to be pushed into buying, so maybe one of the solution is to present a strong call-to-action, in order to produce good conversion. It feels like i'm part of the Carnival of Creativity, where copywriters come up with crazy ideas: if you're brand is emotional, mine is getting sick of your emotions, because is anchored in reality, and so on. This is terror for a copywriter. It is this process of getting sick of content marketing competitor and of messing with his head, especially when comparative commercial law is very restrictive.  



I mean, how hard could it be? Surely, I mean any action is better than none. 

In truth, bad copywriting is more abundant than good copywriting.

Good copywriting is not looking for shortcuts. It is easier to recognize and more difficult to do, because it is hard to come up with an "answer" to the content marketing competitor. 

The good copywriting pays attention to both the specific voice of the consumer (VOC) and their concers, worries, problems, and desires in addition  to the boarder voice of the market (VOM) that recongnizes insights and ideas that cannot come from customer. Sometimes content marketing is like the battle cry that all marketing and sales reps can rally behind. 

The myth in copywriting is that these rewrites are an annoyance. Yes it is entirely frustrating when good copy is changed for no other reason but the desire of getting an answer to a competitor copywriter. Buffoons and clowns may not value the importance of strong copy, but balls to them. Good copy is our responsibility and our responsibility alone. And if you have to stab someone to death with a tiny Argos pen to get it. 






Sometimes this battle between copywriters affects the brand images in some way or another.  One exemple that i love  comes from Pepsi. Pepsi’s slogan used to be “Come alive with the Pepsi Generation.” It proved successful right up to the time when it entered the Chinese market, where it took a nasty left turn. In Chinese, the slogan meant, “Pepsi brings your ancestors back from the grave.” This is creepy and weird,  even if for a brand with such a huge personality and great influence. 

I don't know what's wrong with brands when they decide to enter the  Chinese market , but Coca Cola mystified the entire population when it announced “Ke-kou-ke-la,” meaning, “Bite the wax tadpole” or, depending on the dialect, “female horse stuffed with wax.” Perhaps that makes sense if you’re high. 

Depending on your area of specialty, you might want to adapt this sheet to the audience of the brand you're writing for, not to the other copywriters. If you’re a copywriter, you’re probably pretty smart, so use that smartness  and watch out for being ignorant.





About Balaban Madalina

Digital and social media lover.

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