Copywriting Requires Believing In Your Company’s Products

It’s not enough to see a bottle of shampoo and describe it. Advertising is much more subtle than that. The public demands more. If there are similar products on the market, you have to believe that your company’s product is better. Not only must you believe it, you must also think of ways in which you can demonstrate it.

Copywriting may be limited only to a few words on a television advertisement, a small brochure, or an advert, all of which is very limited in duration. Within a set space of time, you have to produce words people will remember. There are several ad campaigns where this is obvious. Although many adverts irritate the public to the point of turning down the volume, their message is so clear consumers buy into the product, believing it to be better than anything the competition could come up with.

Looking at some everyday examples of popular campaigns that have worked, Head ‘N Shoulders is popular all over the world because their copywriters latched onto the fact their shampoo dealt with a problem no one talked about.

Everyone else was talking about shine and colour, thickness and softness, but no one was actually promoting the idea that dandruff had a cure. Those working on this ad campaign cleverly made a point of not only telling the public about this issue but of showing them with advertisements that left an impression. You saw the scalp before and after. You learned about the new content of the shampoo and you also learned that compared to other shampoos, there isn’t another with the same results.

That’s a lot to learn from a two-minute spot on TV, but clever copywriting is what lies behind the best campaigns. A copywriter needs to see an original angle people feel comfortable with. A copywriter needs to believe in the product because that sincerity will show in the words. But it’s more than that. They have to come up with ideas as to why one choice is better than another. It isn’t enough anymore to have just the brand name of a product, although this helps, of course.

Effective copywriting needs to make the consumer feel like they are getting superb value for their money.

In the past twenty years, we have seen great changes in copywriting. There have been televised scripts read by people who were unconvincing, cute animals were introduced into advertising, and even instances where copywriting was creative and amusing. Nowadays, advertising has to have something special that makes the consumer feel his or her needs are being catered to and he or she is being pampered. One of the best lines of copywriting in the last 15 years is the L’Oréal campaign where the keywords were “Because you’re worth it.”

The message you need to get across in copywriting has to be that powerful. When you consider that catchphrase, it was clever because it was aimed toward women who may have thought purchasing expensive items for the sake of vanity should be lower on their priority.

However, when people latched onto the catchphrase “Because I’m worth it,” millions of women saw another side of the beauty product industry. They began to justify their purchases simply because they began to feel they were special and that the products were specifically made and tailored to their needs.

Believing in the product helps considerably because it gives the copywriter food for thought. Brevity is everything. If you are working on writing words that will appear on a billboard or an advertisement on the side of a bus, people only get a few moments to read it. Thus, lengthy explanations will be wasted. Copywriters produce advertising all around us. If you don’t understand the message about the product or event being advertised, the copywriter didn’t do a very good job.

As a copywriter, you must take the product, look at it, and consider the best way possible to present the product so the public will see it as advantageous. If you get it right, you will experience success. If you get it wrong, chances are your copywriting days will be short-lived.

Exercise in copyright

Pick up an object in your room and imagine you have to sell this object. Close your eyes and imagine words that would make the public know they need that product. Then, instead of using the obvious descriptive words you wrote down for the product, look into alternative adjectives and widen your vocabulary.

It’s not enough to say something is great. In fact, this may limit the type of market you are trying to impress. Your audience may be more tempted by words such as “innovative” or other adjectives that seem to fit the product.

Think of Apple computers and the immediate words one may think of are “crisp” or “sharp.” When you begin to think in this manner, it helps you more easily fit the adjectives to products.

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