Readers like clever copy but marketers can go too far. Cleverness can easily be read as unclear or offensive if you miss the mark. Your target market doesn’t get the benefit of knowing your intentions, they only see your actions. An excellent example is the recently aired Motrin online video about Moms who wear their babies. The ad was targeting the increasing population of Mom blogggers, unfortunately the video suggested babywearing is a fashion, evoking outrage from the Moms the ad was trying to sell to. This begs the question, if cleverness doesn’t translate into a sell, was it ever clever?
David Ogilvy said, “If it doesn’t sell, it’s not creative.”
Commonly referred to as the “Father of Advertising”, David knows a thing or two about selling. Ogilvy focused on results for his clients and so must you. As you begin to do research and write, you must think creatively and strategically.
Do Research
Ogilvy, focused on research. He knew that you must clearly understand your target market’s problems, needs and desires to be able to sell to them. Your copy needs to position the product or service to address your market’s issues. Additional research would have led Motrin to realize that many women choose to wear their babies because they believe in the health benefits not because of fashion.
Write Motivational Content
Research will help you understand what motivates your target market. Your copy has to motivate your target market to action. If it doesn’t trigger the right response it doesn’t matter how exciting it is.
Write Authentically
Research will help you understand you target market. Your readers need to feel like you care, that you understand them in ways that no one else does. Empathy for your target market will build a relationship
Test It
Once the copy is ready, have people review it. If you can, it is best to have a sample of your target market review it. If your company is not able to have focus group type editing, have your co-workers, peers or even your spouse read it before it goes live. A second or third pair of eyes can make all the difference.
Clever copy is extremely powerful; you just have to make sure your market thinks it is as clever as you do.
{ 0 comments… add one now }