During frequent recent trips to the cinema, I’ve been inordinately exposed to the San Miguel advert that insists there’s a beer with an interesting story. It’s 29been bothering me for a while, but it didn’t bear dwelling on until I happened to be exposed to Johnnie Walker’s The Man Who Walked Around the World from some six years ago (while at whisky school, if you must know). That video shone a candle on everything that’s wrong with the San Miguel advert, and made me realise how much, between them, the two adverts say about a good narrative. Continue reading
For something a little different, I’ve decided to write a short advert analysis in Russian rather than English. Because let’s face it, that’s the next logical step for a blog about copywriting and advertising. So here’s my account of a much loved childhood advert. Fear not, there’s a translation below. And, of course, the actual advert. Continue reading
We live in a world where advertisers are being encouraged to come up with original branding at all costs. Even if it has nothing to do with the product. FirstDirect are trying to convince us they’re worth using because they’re unexpected (which is exactly what I don’t want from a bank), while O2 are trying to convince us they’re worth joining because of a cat behaving like a dog (which I find rather baffling, as they’re actively eschewing the quiet dignity of cats). Avoiding clichés is an admirable thing, as anyone can tell you, but sometimes I’d rather people erred more on the side of the unoriginal to give a convincing message. As I hope my latest real-world copywriting example will demonstrate.
This week I completed the design and content of a new website for OpenWater, a medical devices manufacturers’ consultancy firm, based in Hayward’s Heath. OpenWater have clients of all sizes (from start up to multinational), and offer a vast pool of experience in every stage of device manufacture, with expertise in design, production, quality assurance and bringing products to market. Amongst other services. They’re also lovely people. Continue reading
Every time I visit Las Iguanas, before I’ve even ordered I find myself longing for my next visit. One look at their menu tends to make me think a single meal is not enough. You can see on their website and promotional material that they put a bit of effort into their copywriting, but it’s impressive, and worth noting, that their sales efforts continue after you’ve settled down to eat. I imagine there’s some personal preference involved (if you despise Latin American food then you might not be convinced), but I can’t help but be drawn in by every item on the menu. Continue reading
Taking a break from talking about what use a business blog is or why you might have one, here’s a quick list of 5 examples of successful blogs. The first is a catch-all example most people will know, followed by two examples that relate to business as a topic, then two successful business blogs used to sell to an unrelated niche. Continue reading
I often see content marketing heralded as a novel concept in modern online advertising, with some writers even making the distinction that they are a content writer and not a copywriter. But the idea of writing helpful content as a form of business promotion is not a new one – International Paper were doing it very successfully in the 1980s. And I doubt anyone involved in that campaign would kid themselves into thinking they weren’t writing advertising copy. Continue reading
I often put up advert examples with the aim of analysing the copy and discussing effective writing. In this case I want to do the opposite, because a flyer was given to me this morning that I thought perfectly encapsulated its story without a single word. (Lies, actually, it’s got a few written details about when the play is on and its title, but they’re not the sale.) So here is a great example of where copy is not needed: Continue reading