Say it with Words

Say it with Words

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Ok, I owe a bit of an apology for the slightly facetious title. So why start on such an ill-tempered note? Sadly, it’s partly to get attention and really, whether that works or not is anyone’s guess, but it’s mainly to make a point.

I remember receiving a group email from a colleague a while back and they entitled it “Free Booze.” They lied, but they captured just about everyone’s attention. Advertising is of course a slightly more delicate matter. Misleading your customers is not advisable, but there are lessons to be learned here when it comes to grabbing someone’s attention with words on a page.

Putting the Advert into Advertorials

Putting the Advert into Advertorials

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Advertorials are the fun part of copywriting. They allow you to build a personality for a brand and communicate to your audience by means of a narrative. But, where do we draw the line between simply telling someone a good story, and ensuring that you’ve signposted key brand messages? Let’s not forget that we are writing with a mind to sell, yes sell – that dirty word! But advertorials are rather more wholesome to write. They are a soft sell and the nature of them is more often than not, to do this in a discreet way. They are designed to entice the reader and pique their interest. A cleverly constructed piece should tap into your psyche and speak to you.

The Painful Art of Self-Promotion

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Shouting about your achievements comes easily to some, but can be an uncomfortable challenge akin to committing a heinous crime to others. The art of self-promotion can very much rest of the willfulness of an individual to put themselves out there and tell the world, or at least the little sphere their world represents, just how great they think they are. So in actuality, PR-ing oneself may have little to do with skill and more to do with a determination and drive to be considered and treated as a success story.

Creating Stand-out Copy

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The job of the copywriter as much as anything else, is to be versatile. It always intrigues me when I notice that companies have a lack of cohesive marketing materials. For me, that signals one of two things; either many different copywriters have been used, or if a single copywriter has been employed, they have been unable to adapt their skills effectively to capture the brand's tone of voice throughout.

What Women (and Men) Want

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Two key things you’ll discover about any sort of media research, is that misattribution is common and secondly, that people rarely believe they been influenced by advertising.

So why do companies continue to shovel money into marketing and advertising if this is really the case? I’ve worked within the media industry for years, advising advertising agencies on media channels and routes to market. Yet, so often when the results come back from customer engagement studies, they find that people thought they’d seen a brand advertised on TV when it was only running in the Press, or on Radio. Results such as this can swiftly muddy the waters of effective post campaign research, making a mockery of the media planner.