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.
In my downtime between copywriting tasks, as any budding freelancer should, I scour books and blogs for tips and tactics to better understand the world of content writing. Half of the people on the internet offering advice, it seems, have one incredible tip that could change everything for you. They’re anxious to share it with you, but it’s hidden behind a fortified essay of additional information.
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 was bowling around Aldi earlier, like you do, when I spotted some Head and Shoulders shampoo. I needed some of that (I don’t mind admitting it, that’s the first stage to overcoming dandruff) and scurried over to get some. I’d stumbled into the oldest gun in Aldi’s arsenal. Why, that wasn’t Head and Shoulders at all. I should’ve known better. It was Head Strong all along. But still, they won me over with their audacious attempt to trick me. No I didn’t buy it, but I had a little chortle and took a bunch of pictures to share the genius of their mimicry branding techniques. Continue reading
I seem to have spent more time looking for work than actually working, as any freelancer is likely to find. And I’ve also, somehow or another, ended up hiring replacements for almost every job I’ve ever left. This lengthy exposure to the world of recruitment, has given me more experience with recruitment ads than I’d like to have thought possible. Often they’re painful to read, and provide prime examples of copywriting neglect – just do a quick search on Indeed and see. For the sake of my sanity going forward, and for the sake of those both looking for work and those hiring staff, here are my tips on writing better recruitment ads. (Please note that these tips concern adverts for active jobseekers, to help sift through candidates, rather than more dynamic branding adverts used for competitive recruitment advertising.) Continue reading
In an ongoing effort to learn from real world copy, here’s two new advertising copywriting examples. This time, both for the same luxury hotel, both flawed. When advertising luxury goods and services, there’s a tendency for copywriters to use long, fancy words in an attempt to make the product seem sophisticated. And worse, a tendency to use long rambling sentences packed full of unoriginal adjectives. In the previous article I had one example of this style of copy, which did a reasonable job (if vague), but included mistakes. The more common problem with grandiose luxury text, though, is that it comes across as convoluted and messy, and uses forgettable clichés as you’ll see in these examples. Continue reading
Let’s analyse some of the advertising copy we encounter in the world around us. I’ve trudged through the Guardian Weekend supplement and extracted a few copywriting samples from lifestyle ads. Some good, some bad. All capable of teaching you a thing or two about advertising copy. (For more examples and of everyday copy, please see the other entries in my copywriting examples archive.) Continue reading