OK, this video is actually called “A Few Good Creative Men” but I think they really meant copywriters!
Came across this at Pete Godfrey’s “Master Class” over the weekend and what can I say? It’s very funny.
Enjoy!
Sales Focused Copywriting For Direct Response Marketers Who Want More Clients...More Sales...More Cash In The Bank!
OK, this video is actually called “A Few Good Creative Men” but I think they really meant copywriters!
Came across this at Pete Godfrey’s “Master Class” over the weekend and what can I say? It’s very funny.
Enjoy!
…the conversation in the prospect’s mind.
On the way back from Pete Godfrey’s copywriting “Master Class” last weekend, as I was going through security I noticed this little headline in an ad placed in the blue trays provided for people to put their laptop PCs (before sending them through the security scanner)…
“Did You Really Need To Bring Your Laptop This Trip?”
It was an ad for Blackberry and it’s a great example of the Robert Collier copywriting principle of entering the conversation already going on in the mind of the prospect.
If you travel with a laptop, I’m sure you can relate to the ad. There you are, standing in line, probably already fed up with the whole thing and you have to unpack the laptop, place it in the tray, shuffle through the scanner and them repack everything.
Most of the time you just put up with it but…hey, what if there were a better way?
Nice example of, literally, meeting the prospect where they are.
UPDATE:
Traffic and conversion expert Mark Widawer has posted on his experience of this kind of airport advertising. Something he came across at LA International – “Bad Advertising – Zappos”. Worth the read and emphasises the point about knowing your customer and what they are thinking when they see your ad.
Continuing my recent theme of how copywriting and marketing will need to adapt to changed economic times, Lawrence Bernstein has a new post up titled “Recession Beater #7: The Coming Business Opportunity Explosion”.
In difficult economic times, people tend to be even more interested in ways to make some extra money…
…and tourism, in general, for that matter.
Serious copywriters and direct response marketers will be familiar with the classic work of David Ogilvy promoting tourism and foreign travel.
In the the classic “Ogilvy On Advertising” (a must-have for all copywriters and marketers), one chapter is devoted to the subject (titled, no surprise, “How To Advertise Foreign Travel”).
Here’s what Ogilvy had to say…
There’s a local chain of bakery shops in Australia called “Bakers Delight” (I believe they’ve expanded overseas but trade under a different name…a Canadian correspondent recently informed me of her first experience of Vegemite at one of their shops!).
Anyway, they are currently running a promotion with the theme of…