A Fun Game Between the Superbowl Ads (And I’m Not Talking About Football)

Ok. I admit it. When it comes to sports, I could frankly care less. I didn’t even know who was playing in the “Big Game” until this afternoon (sad, I know).

But I still get super jazzed around this time of year…for the commercials!

Last year, I created a survey (I know, I’m a dork…I get it) to poll the party I attended to find out what people thought of the ads. What started out as a tremendously nerdy exercise on my part ended up being the catalyst for some very interesting debates (Rodney, I’m not going to let you throw Frito’s at people you disagree with this year!)

If you’re like me, you may want to partake in the fun. Here’s the list I came up with last year. Take this list to your party and let me know what you and your friends think by posting a comment below. Additional categories welcome. ­čÖé

  • Best Use of a Celebrity
  • Most Controversial
  • Most Effective
  • Best New Product/Service/Idea
  • Funniest
  • Best Tagline
  • Biggest Waste of Money
  • Most Likely to Be Blogged About/Talked About Around the Water Cooler

Or, you can skip the whole “fooseball” thing all together and just attend an “Adbowl” like the one hosted by the Richmond Chapter of the American Marketing Association┬á

Either way, have a safe and fun Superbowl Sunday!

Adventures in Amazing Copywriting #6 – Creating Conversation

aussieshampoo.pngThis week’s adventure brings us Down Under with Aussie’s revamped branding. You may recognize their mascot – the iconic kangaroo and their signature purple bottle. But what catches my eye is the overwhelming personality of the product descriptions.

I’ve been an Aussie fan for years and on my list this weekend was to pick up more product for my personal stash. Since the brand rollout, Aussie has introduced new products, which gave me a perfect excuse to take some time to read each description. (Yes, I do enjoy reading the backs of shampoo bottles in my spare time – when they’re well written.) You know the copywriter has done a good job when I’m laughing out loud in the middle of the aisle.

My favorite description comes from their “Clense & Mend” line:

Front:
“Sometimes your roots are greasy, your ends are frazzled and your car won’t start. This helps two of those problems.”

Back:
“Listen…we’ve all got problems. If yours include greasy roots and frazzled ends, Cleanse & Mend shampoo can cease the crease and quench the tips. If your problems include greasy tips and frazzled roots, you’re in deep trouble.”

Directions:
Work through your other problems as you work this through your clean, damp hair. Rinse well and prosper.”

And I’m also a fan of their new “sprunch” spray:

Description:
“Combine a kickin styling spray with a little scrunch and what do you get? That’s right – Sprunch”

Directions:
“Spray into your hair as you style. Pretty clever, huh? Spray it all over to set your style, which is even more clever. Clever-er, if you will.”

Tagline:
Add some Roo to your do.

Why this works:

1. Understand Your Target Market. Aussie understands their target market which, I’m guessing is 16 to 35 year old women who are hip, thrifty and down to earth. This style of copywriting might not resonate with everyone, but that’s okay. The quirky conversation tugs at the heartstrings (and pursestrings) of the people who matter most.

2. Conversational Copy Creates Emotion. The overall goal of any copywriting is to sell. When a product or service uses a conversational and descriptive style, an emotional connection is made with the consumer. This emotional connection leads to increased brand loyalty which adds to a customer’s lifetime value.

3. Stand Out. Let’s face it, facts, figures and features are BORING! As a consumer, I have far to much information to filter out already, so to make me notice you – you’ll need to stand out from the crowd. Conversational copy can help you do just that.

Related Links

Dawud Miracle – “Maybe The Best Copywriting Tip Ever”

Scott H Young – “Ten Skills Everyone Should Have”

Open IT Strategies – “Finding a voice people can understand”

What’s in a name?

One of my close friends is an architect. I love having her outside perspective when I’m explaining what I do – she almost can’t conceive the life of a copywriter.

The other day she invited me to a party to celebrate one of her friends getting a great job in San Francisco. I jumped at the chance to be in a room full of non-entrepreneurs.

As I socialized, I found a running theme when I described what I do. Here’s the gist of the conversation:

“Yep, I’m an architect too – just like everyone else here. So what do you do?”

“I’m a copywriter”

“Oh, OK.” (insert perplexed look here) “So are you a lawyer that helps people get a copyright?”

At this point I paused – learning that I certainly needed to reword my title. I tested different responses….

“…I’m a freelance writer”

“What do you write about?”

“I write all the words that go on the promotional pieces for a business. Things like websites, fliers, brochures, advertisements – things like that.”

Although this was better – it wasn’t quite there.

Then I hit it.

“…I’m the Chief Idea Officer of Write Ideas Marketing”

“Wow. Really? What does that mean?”

“I help come up with creative ways for companies who have a great product or service get the message out.”

“Sounds like you have a fun job.”

“I do.”

So the question I’m posing to all you fellow copywriters out there is this – how do you introduce yourself at a party? How do you explain your profession so people “get” what you do?

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Andrea Morris is the Chief Idea Officer of Write Ideas Marketing and specializes in helping visionaries, entrepreneurs, consultants and small businesses use high-ROI strategies to get the right message to the right people. For more information, please visit writeideasmarketing.com

Too Clever For Your Own Good?

ice-cream.jpgMrs. Mogul posts on the following stores that went out of business in what she thinks is due to their poor naming.

Candle Store – The Almost Edible Candle Gourmet Shop

Ice Cream Store – The Marble Slab

Pet Store – Doggy Style

Your business name is the most critical piece of your branding. How do you know if your clever name will be worthless or a winner?

Try test marketing with these short questions (with strangers for best results).

1. What images does this name make you think of?

2. What feeling does this name give you?

3. If you purchased something from this store, who would it be for?

4. What product/service do you think this company offers?

5. What if I told you this company sold _________? What do you think now?

An effective brand is congruent with the company purpose. If you find the answers to these questions out of whack, revise your name until it’s right. There’s a lot at stake – so it’s worth the investment.

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Andrea Morris is a marketing coach who specializes in helping visionaries, entrepreneurs, consultants and small businesses use high-ROI strategies to get the right message to the right people. For more information, please visit writeideasmarketing.com

The History of “We’re Never Too Busy for Your Referrals”

Thanks to Rick Dassler who posted a comment about the history of the phrase “We’re never too busy for your referrals.”

Looks like he has dibbs on the phrase I came up with to replace it – glad it works for you. This idea’s on the house. ­čśë

Annoying Business Buzzwords and Phrases

annoyed-woman.jpgWhen I hear one of these phrases, a part of me cringes. Are people still talking like this? Are they listening to what they’re saying?

“We offer excellent customer service” – OK, what else do you do. Excellent customer service is standard nowadays. This phrase does NOTHING to set you apart. Plus, “excellent” is such a vague term with little metric value (see post on boastful superlatives).

“We are never too busy for your referrals.” – I would hope not – your chances of closing the deal on a referral are much higher than a cold-call. Who in their right mind would be “too busy?” Are you attempting to solicit your current clients to send you referrals with this message? If so, you might want to try mentioning how your service will be different. Maybe something like, “We treat your referrals like family.”

“This is a ‘turnkey’ solution.” – Enough of the buzzwords. They are fads. They get old. They do not make you seem smarter. Check out Scott Ginsberg’s blog for more annoying buzzwords .

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Andrea Morris is a marketing coach who specializes in helping visionaries, entrepreneurs, consultants and small businesses use high-ROI strategies to get the right message to the right people. For more information, please visit writeideasmarketing.com

Catchy Store Names & Taglines

sitting-elf.jpgThere’s a restaurant in town called the Bilbo Baggin’s Cafe – their tagline? “Great Service is More Than Just a Hobbit”

Other store names that caught my eye…

  • A bakery called the Upper Crust
  • A bookstore called Books & Crannies
  • A hair salon called Bangs & Burns

I’ll keep my eye out for more and post as I see them. What are some wacky store names you’ve seen?

BTW, if you’re looking to create your own unique store name, Sam Horn wrote the book.