I guess that's the message hidden in the current Confused.com campaign. You have probably seen the TV version, with the cartoon characters dancing about to Queen's 'Somebody to Love' (look where she pulls the mic stand from!)
Trouble is, saying 'We have 18m million members' is all about them. It doesn't answer 'What's in it for me' from the customer's point of view.
More about WIIFM.
Sunday 30 January 2011
Thursday 20 January 2011
Now, that's what I call creativity! (part 2)
Yes, it's a bus shelter. Yes, it's been made to look like an oven, with a real heating element in the ceiling. Yes, it's an ad, promoting the new hot breakfast sandwiches being sold by Caribou Coffee.
To experience the warmth in real life, you'll have to go to Minneapolis.
Top tip: It's a good example of what I have told you before. You have to stand out from the rest to get noticed – you have to BE DIFFERENT!
Tuesday 18 January 2011
Now, that's what I call creativity!
If you have a few seconds to spare, visit http://benthebodyguard.com/, then click and hold to scroll down this genius ad for a smartphone privacy app.
Source: CreativePool
Source: CreativePool
Saturday 15 January 2011
Proofreading error of the year
Visit The Oak pub in Widmore Road, Bromley, and you will see a calendar hanging over the bar, already turned to September 2011. It depicts a scene of cheering football fans with a caption that should read:
Guess which letter was accidentally cropped off the image?
The personalised calendar cost £12.99 from Gosport, and was a Christmas gift to the landlord, Jamie Muir, from his mum.
A spokesman from the club said: "It was not our fault."
Stickers have been provided to the 2,000 fans who received the calendar, to stick over the error.
Top tip: get it write!
Jamie Muir
Scunthorpe United No. 1 Fan
Guess which letter was accidentally cropped off the image?
The personalised calendar cost £12.99 from Gosport, and was a Christmas gift to the landlord, Jamie Muir, from his mum.
A spokesman from the club said: "It was not our fault."
Stickers have been provided to the 2,000 fans who received the calendar, to stick over the error.
Top tip: get it write!
Friday 14 January 2011
My party trick
Guess what! I can still recite the entire 'Lipsmackin' slogan from the 1970s' Pepsi ad:
Is your slogan so powerful that it will be remembered 30-40 years on?
Is your slogan so powerful that it will be remembered 30-40 years on?
Thursday 13 January 2011
I feel insulted
A contact of mine recommended me to a prospective new client. Hoorah! It was in the travel sector. Double hoorah! I love travel, writing about travel, and have written for travel industry clients in the past.
The prospect emailed to say: 'Congratulations, you're on the shortlist. Please complete this short assignment by tomorrow midday, and we'll decide.'
The assignment was to write a 'snappy/punchy' headline and two lines of descriptive copy about five different topics.
I replied to say thanks but no thanks.
At this stage of my career, I don't see why I should have to provide unpaid copywriting in order to win business (although I am perfectly happy to provide samples of copy I've written before, if that helps.)
Before I write a word for a new client, I meet them for a proper brief, to find out all about them, their product /service, their target market and their competitors. (For existing clients, the process is much quicker, because I've already been through that learning curve, researched everything I need to know about the background context, and established the appropriate 'tone of voice'.)
For good copywriting, there is no such thing as a 'short' assignment (in my opinion). Writing something short (e.g. the perfect 'snappy/punchy' title) actually takes longer than writing something long.
In order to write a title and benefit-led text on this occasion, I would have had to spend time researching their website and blog, as well as conducting telephone interviews. I would also want to know who the communication is aimed at, what is the objective and in what format it will appear. Only then would I be able to writing compelling copy that gets the results they are after.
I don't see why I should do that for nothing and at such short notice.
So are they cheeky monkeys or am I a fool for turning work away?
The prospect emailed to say: 'Congratulations, you're on the shortlist. Please complete this short assignment by tomorrow midday, and we'll decide.'
The assignment was to write a 'snappy/punchy' headline and two lines of descriptive copy about five different topics.
I replied to say thanks but no thanks.
At this stage of my career, I don't see why I should have to provide unpaid copywriting in order to win business (although I am perfectly happy to provide samples of copy I've written before, if that helps.)
Before I write a word for a new client, I meet them for a proper brief, to find out all about them, their product /service, their target market and their competitors. (For existing clients, the process is much quicker, because I've already been through that learning curve, researched everything I need to know about the background context, and established the appropriate 'tone of voice'.)
For good copywriting, there is no such thing as a 'short' assignment (in my opinion). Writing something short (e.g. the perfect 'snappy/punchy' title) actually takes longer than writing something long.
In order to write a title and benefit-led text on this occasion, I would have had to spend time researching their website and blog, as well as conducting telephone interviews. I would also want to know who the communication is aimed at, what is the objective and in what format it will appear. Only then would I be able to writing compelling copy that gets the results they are after.
I don't see why I should do that for nothing and at such short notice.
So are they cheeky monkeys or am I a fool for turning work away?
Wednesday 12 January 2011
"Oh no it isn't!"
Panto season may be over, but I found myself shouting this at the TV when I saw the new Co-op 'plea' ad.
It's all around convenience – using your weekend to do what you really want to do, rather than doing the weekly shop. Fair enough.
The ads are appealing scripted (I've seen both husband and wife versions). Fair enough.
Although one does include this line: "Only buy what you want, when you want it." Hmm, yes, I do that anyway, and don't need advertorial incitement!
The trouble is, my nearest Co-op is miles away, so it's not convenient at all :-(
Not only that, but the ad doesn't tell you why Co-op is better than any other supermarket.
Top tip 1: If you are targeting by location, be specific.
Top tip 2: Don't promote your generic sector, promote yourself.
Buy Food Within Easy..It's all around convenience – using your weekend to do what you really want to do, rather than doing the weekly shop. Fair enough.
The ads are appealing scripted (I've seen both husband and wife versions). Fair enough.
Although one does include this line: "Only buy what you want, when you want it." Hmm, yes, I do that anyway, and don't need advertorial incitement!
The trouble is, my nearest Co-op is miles away, so it's not convenient at all :-(
Not only that, but the ad doesn't tell you why Co-op is better than any other supermarket.
Top tip 1: If you are targeting by location, be specific.
Top tip 2: Don't promote your generic sector, promote yourself.
Tuesday 11 January 2011
Déja vu?
I saw a new TV ad recently. Hmm, that logo looks familiar, I thought. Any similarity is no doubt entirely coincidental!
So who is Nisa anyway? Find out in The Grocer.
So who is Nisa anyway? Find out in The Grocer.
Monday 10 January 2011
No comparison
Imagine the scene. Every price comparison website that is not Compare the Market briefs their ad agency the same way: "I want something like the meerkat, but different."
Go Compare's famously annoying 'Go Compario' character has recently evolved into a silent movie:
That's some relief!
Meanwhile, Compare the Market bravely allowed their advertisers to create a whole parallel website for Compare the Meerkat (which has even boosted sales of cuddly toys and visitors to the meerkat enclosure in the zoo.) There's even a Compare the Mongoose site. I wonder how much further it will go from the original product?
So Go Compare have launched a parallel radio campaign, advertising 'lolly brollies' - use it when it rains, eat it afterwards.
In my view, this ad hasn't a hope of competing with the cuddly creature, as it leaves you thinking about a useless product. I can't imagine what they were thinking!
Go Compare's famously annoying 'Go Compario' character has recently evolved into a silent movie:
That's some relief!
Meanwhile, Compare the Market bravely allowed their advertisers to create a whole parallel website for Compare the Meerkat (which has even boosted sales of cuddly toys and visitors to the meerkat enclosure in the zoo.) There's even a Compare the Mongoose site. I wonder how much further it will go from the original product?
So Go Compare have launched a parallel radio campaign, advertising 'lolly brollies' - use it when it rains, eat it afterwards.
In my view, this ad hasn't a hope of competing with the cuddly creature, as it leaves you thinking about a useless product. I can't imagine what they were thinking!
It's not April 1st yet, is it?
Friday 7 January 2011
Get your kit off!
Have you seen this ad for Warner Leisure Hotels?
It's like a low budget version of the utterly brilliant T-shirt War!
It's like a low budget version of the utterly brilliant T-shirt War!
Thursday 6 January 2011
#EpicFail
See how 'down with the kids' I am, using the above title! (All kids feel free to cringe.)
I am merely quoting one of the comments on the new Volvo 'how to make a car ad' ad:
The problem is – as with all such self-referential advertising – this ad is so far up its own bum that it can see daylight.
I am merely quoting one of the comments on the new Volvo 'how to make a car ad' ad:
The problem is – as with all such self-referential advertising – this ad is so far up its own bum that it can see daylight.
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