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FOND OF AUTORESPONDERS? WRITE 'EM RIGHT!
Autoresponders are one of the most popular forms of marketing today. The reason for this is a simple one: they work. However, writing a truly effective autoresponder series can frustrating, even for the professional marketer. To come up with an...
How To Enhance the Personal Appeal Of Your Sales Letter
Probably the most effective form of advertising is word of mouth. And there is a reason for this. You will more readily take a friend's advice about a product she has used than trust an advertiser's blurb. One of the lofty goals of a great...
How to snag that freelance writing job
So, you want to be a freelance writer. You've scoured the Internet for the best paying writing jobs, and now you're ready to apply for some of them. There's just one problem: so are a few hundred other freelance writers, many of whom have a...
Pumping Up The Emotional Side Of Gizmos, Widgets And Powdered Eggs.
You have permission to publish this article electronically or in print, free of charge, as long as the byline at the end of this article is included. A courtesy copy of your publication would be appreciated. Pumping Up The Emotional Side Of Gizmos,...
Solutions for the Struggling Article Writer
By: Brandie King, Copyright 2004 Are you struggling to come up with new ideas for articles? Whether you are a new or veteran writer, this problem can effectively halt your ability to use this method of promotion. So, to help you overcome this, I...
 
COMMERCIALS THAT CONFUSE, CONFOUND AND SELL NOBODY ANYTHING

I may be missing something, here, but it seems to me that, in
advertising terms, the loonies have taken over the asylum. What
is getting me all lathered up is the preponderance of TV
commercials that go out of their way, not only to confuse their
target audience, but also to project an alarming image of their
product.

I'll elaborate. The first example is the sad, but fortunately
short story of a current tv spot for a company called Debenhams.
Now, Debenhams is a large UK department store which has branches
in many major cities throughout the country. As such, it has an
excellent reputation and an enviable turnover.

Well, this outfit is running a commercial which has two distinct
scenes. The first shows a man sitting in a room at a table, and
beside him is a back-projection of a pond. As he sweeps an object
off the table and into the pond, we see ripples in the water. The
second scene is of a young girl in a room and the back projection
is of some trees, each carrying a profusion of autumn leaves. As
the girl moves around the room, the leaves begin to fall.

So far so good; and as an exercise in special effects this spot
is exemplary, because the last thing you'd expect to see in your
living room is a pond or a stand of trees.

Anyway, we are now treated to a voice-over which says, to the
effect, that if you drop into Debenhams you'll find lots more of
the same. My question is: the same what? Throughout this
commercial, we are not actually told what it is we are being
offered.

I assume it is wallpaper, but I could be wrong - it might be
personal back projection.

The second example concerns a new computer from Apple-Mac. The
spot opens with an explosion and a man being thrown against a
tree. The camera then tracks towards a house, in the side of
which is a gaping hole. The camera continues through into the
house, showing us debris falling all around and large holes in
the walls of successive rooms. We finally track towards a
computer, and the voice-over says something like: Introducing the
fastest, most powerful computer in the Mac stable.

The message I interpret from this is that the new Apple-Mac is so
powerful it


explodes. Not only that, it will probably reduce your
home to rubble.

Oh, yeah, I must rush out and buy one of those.

Am I alone in thinking that these two commercials, despite their
huge production values, are less than clever? On the one hand,
the advertiser neglects to tell us what it is that he's trying to
sell. On the other, we have a product that is reminiscent of
Mission Impossible and self-destructs when you switch it on.

Given all of this, I'd like to pose a question. When the
respective ad agencies presented the storyboards for these
commercials to their clients, did nobody on the client side raise
a query or two? Like: since we're spending all this money,
shouldn't we at least say what we're offering? Or: is it really a
sensible idea to associate our computers with explosions?

Of course, it could be that I am missing some wonderful new
marketing strategy that will shortly be revealed and will make me
look extremely foolish. Though I doubt it. And I doubt it because
I saw a beer commercial the other day (Stella Artois, I think),
in which a man on a balcony actually spat on the people below.
You have to be a very brave advertiser -or a very stupid one -to
ally your product to this kind of imagery. And this crudity seems
to be more and more prevalent.

I leave you to ponder all of this. Meanwhile, you'll do no better
than visit www.wordpower3.com. There, you'll find an e-book that
could make your working life a whole lot easier. It contains
close to 200 ready-made headlines, taglines, copy openers and
clinchers, plus a comprehensive theme-finder that will give you
just about every promotional word and phrase you'll ever need.

It's called Word Power III. Buy it and every word you write, will
Sell.

About the Author

Patrick Quinn is a copywriter, with 40 years' experience of the
advertising business in London, Dublin, Edinburgh and Miami.

Over the years, he has helped win for his clients just about
every advertising award worth winning

His published books, include:

The Secrets of Successful Copywriting.
The Secrets of Successful Low Budget Advertising.
The Secrets of Successful Exhibitions.
Word Power.

 

Copywriting . Net
Copywriting . Net. The Internet's copywriting service center for Web and print marketing communications.
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Copywriting - Wikipedia, the free encyclopedia
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Copywriting 101 | Copyblogger
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www.copyblogger.com
 
The Copywriting Site - Free information, tips, and tricks on ...
The Copywriting Site: Here you get free information tips and tricks on copywriting that sells. - Marketing Writing.
noriainternational.com
 
Copywriting courses. Become a copywriter.
Copywriting courses for copywriters; plus tips on buying copy and hiring a copywriter.
www.inst.org
 
Advertising & Online Copywriting, Search Engine Copywriting ...
Advertising copywriting and search engine copywriting that impresses your visitors and the engines.
www.marketingwords.com
 
Free tutorials on copywriting, web content, advertising, internet ...
How to dramatically improve response from your Advertising, Internet marketing, Direct Mail and Web pages with powerful copywriting.
www.adcopywriting.com
 
Copywriting: See what people are saying right now on Technorati
See all blog posts tagged with copywriting on Technorati.
www.technorati.com
 
Advertising Copywriter, Website Copywriter, SEO Copywriter ...
Need a copywriter who can really grasp your business? Copywriting for websites, SEO, ads, brochures, articles... Elegant, no-fuss copywriting that really ...
www.divinewrite.com
 
Copywriting
Every advertising medium is different. And so is copywriting for each element. Business owners can find out what to look for when hiring a copywriter.
advertising.about.com
 
Copywriting Secrets - Master Copywriter - Killer Copy Writing
FREE E-Course Reveals The Latest Kick-Ass Copywriting Secrets You've Gotta Know! ... "Now You Can Grab The Latest No-BS Advanced Copywriting Secrets That ...
www.websiteconversionexpert.com
 
Text Wizard® Copywriting - UK freelance copywriter, scriptwriter ...
Plain English with fizz: copywriting that stays on brand and on your mind. UK copywriter.
www.textwizard.com
 
Getting Real: Copywriting is interface design - Signal vs. Noise ...
Copywriting isn’t something to be left to the guy on your team who writes long ... So, I’m considering adding copywriting to my list of responsibilities, ...
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Amazon.com: Persuasive Online Copywriting: How to Take Your Words ...
Amazon.com: Persuasive Online Copywriting: How to Take Your Words to the Bank: Books: Bryan Eisenberg,Jeffrey Eisenberg,Lisa T. Davis by Bryan Eisenberg ...
www.amazon.com
 
Michele PW
Watch your business soar when you put the power of great copywriting, results-driven marketing solutions and amazing creativity to work for your business.
www.writingusa.com
 
Pages tagged with "copywriting" on del.icio.us
Good Copywriting: A blog about copywriting on the web ... Copywriting tips for online marketing success from Copyblogger · save this. copywriting blog ...
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Online Copywriting: Subscribe to the Excess Voice Newsletter
Online Copywriting: Nick Usborne's Excess Voice newsletter includes dozens of articles and a comprehensive list of resources and reviews for writers of ...
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Linda Westphal, Freelance Advertising Copywriter
Experienced copywriter for direct marketing articles, and advertising tips. Citrus Heights, California.
www.lindawestphal.com
 
Copywriting: Projects on Elance
Copywriting, Between $250 and $500, 7, 11/29/2006 1:45 AM ... Copywriting, Prefer not to disclose, 0, 12/1/2006 2:41 PM, 6 d, 22 h+, Authentication Status ...
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  • 10 must haves for your best selling ebook

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  • 32 point copywriting checklist to bulletproof your copy

  • 35 revenue increase from your website

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  • an seo copywriting makeover turning not into hot part 2 of 2

  • are creative stereotypes holding you back

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  • are these internet marketing ebooks hogwash

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  • case in point what you need to know about link popularity

  • charles brown

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  • copywriting makeover its not about you its about them

  • copywriting makeover know where your customers are in the buying process part 1 of 2

  • copywriting makeover know where your customers are in the buying process part 2 of 2

  • copywriting makeover making an emotional connection part 1 of 2

  • copywriting makeover making an emotional connection part 2 of 2

  • copywriting makeover search engine friendly can also mean visitor friendly

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  • my favorite errors to correct dont make these mistakes and your writing will rise above most other writing part 1

  • my favorite errors to correct dont make these mistakes and your writing will rise above most other writing part 2

  • my favorite expert advice on writing the stories of our lives gleaned from my favorite books on the subject

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