Notes To A Copywriter On Advertising

Dear Copywriter,

It’s never so easy. No matter how much advertising you have been exposed to in your lifetime, hitting the right copy is a great achievement.

Here’s a few thoughts.

1. Bernbach once said: touch the emotions of the reader.
2. Try removing any mention of the company or brand from the appeal, concept or headline. Work directly with the subject. Think only of the reader.
3. The reader will see the logo. We don’t need to push the client’s name.
4. Make a little magic. Introduce the product in a new way.
5. Capture the reader with a fundamental truth, stated memorably.
6. Link a unique selling proposition (USP) through the copy or subhead.
7. Yet, even without a USP, just capture the magic. Build readership for the message.

You have a few good starts. But we need more creative push. But don’t be too cute. Report what the product will do. Be intimate. Capture the reader by appealing directly to her desire and self interest. We’re trying to capture a fundamental truth on the unique relationship between customer and product.

If you feel stifled, try writing a personal letter to a friend. Show real enthusiasm for the product, how it will make her feel better, or help her do more things, or improve her health. Don’t mention the client. Just capture the story in a compelling way. This will produce a few lines of useful copy or headline. Maybe a strong headline.

Remember, it’s the emotions. Hit them in the right way; the rest comes on its own.