Don’t be fooled by those big advertising agencies. The glitz, the glamour and the sexy staff.
LET’S FOCUS ON CREATIVE!
Advertising agencies employ copywriters and pay them exhorbitant salaries. Copywriters who have never sold a thing in all their lives. Could they possibly sell something for you?
Short answer. Not likely. And the agencies don’t care. They make their money on big fat commissions from television, press advertising and sponsorship.
Good copywriting needs to be bright and breezy with a unique interest in the product you are selling.
It needs to attract attention. To stand out from the crowd and be noticed.
Copywriting is like speaking to people, face-to-face. Not writing to them from arm’s length.
Two examples of creativity …..
WANTED: Watchdog. One that bites. Applicants must bring a volunteer interviewer.
NEW AND IMPROVED PETFOOD: Our new ‘curry for cats’ formula is so tasty that your pet will think it tastes like curry and mice.
That’s not the bland sort of stuff churned out by the agencies. It is certainly designed to attract attention and make people talk. That’s called viral marketing. Aimed to sell.
Small business needs to find a way to be different to big business. Copy them and sink. Dare to be different and cash in. Good copywriting sells goods and services. Agencies only sell images.
Lloyd Masel. Creative Copywriter