Sunday, January 17, 2010

Working With Copywriters

People are getting good at putting their thoughts into 140 characters on Twitter. But I still believe that the hardest thing in the world to write is a 30 second spot. 

I wrote one recently for a first time radio advertiser.

"I'd like to also talk about (she inserted two more of her business concepts here)"

Me: "Well, this is written to convey the thoughts that we originally discussed. It's only 30 seconds, so there's really no room."

"Can you talk faster?"

"Sure. How much LESS do you want your message to be heard?"


"Radio listeners are doing other things while listening: driving, working, and a good spot needs to cut thru all that clutter."

"Well, maybe they'll hear it."

"Really? You're going to make this sized investment on a maybe??"

Remember that whatever it is that you sell, people don't want the THING. They want the EXPERIENCE. In other words, people don't want to buy a big, honking backyard grill. What they want is the experience of family and friends together sharing a delicious meal. 

Humans buy either to seek pleasure, or avoid pain. Your sales messages need to reflect that.

It pays to work with a good copywriter.  If you like what that persn has written in the past, or if he comes highly recommended, he'll be on your side. Work with him as you would a team member.

--Thanks for reading.

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