Archives for posts with tag: business

…copywriting of course.

I stumbled across this gem while on YouTube. It’s selling the oddest product, but with some great writing it makes a splash. The second video is the now infamous Dollar Shave Club.

Although these aren’t the 1/2 hour infomercials that grace cable’s airwaves in the middle of the day. They are very similar containing product demos and a strong pitch to drive you to click on through to the check out.

As always its about the relationship, fostering it, caring for it – like a child – if you constantly make your presence known they’ll resent you for it and want you out of their lives. So use a light touch so that each time they see you it is a enjoyable one.

 

This is a parent company map of the biggest parent companies in the world. There are however a few missing, like SC Johnson. Not to be confused with Johnson & Johnson, who did make their way on the map.

Probably the biggest surprise is Dr. Pepper.Who, according to the map is owned by Kraft. But if I want to buy a bottle of this tasty beverage (here in Canada) I would have to go to a Pepsi machine. Oddly enough if I was to visit Europe it would be bottled by Coca-Cola, according to the source of all knowledge: wikipedia.

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Copy’s fate has long been doomed. So claims some people. However, I disagree. No not because I would have to rethink my chosen career, but because that is not the way communication works.

Communication is done through media. Media vary in purpose and methods of delivery. Such as Twitter vs Instagram. Both media operate in the same way however. They both communicate thoughts packed into messages delivered via media. This means that words are a method of communicating. Therefore copy will live as long as we can see. Which at that point we will have to rely on brail or telepathy.

So as a result there are some ads and media where copy is purposeful. Conversely there are media where images and images in motion are better. Both serve a purpose, and both are visual media. Which leads me to what copy or language actually is. Words are pictures themselves. I know, not a profound statement. However it is important to note. This is because of what I believe the copywriter’s role actually is. Their job is not reliant on whether there are words to write, but whether there is a message to communicate. Seeing as how advertising can be defined as a method of communication, and media as the delivery of messages, copywriting is purposeful.

So in short: it is only the media that is changing, not communication.

It’s annoying when people throw up their arms and say “It’s the end!” Those who succeed in any business look down the road and learn from the past, rather than throwing up their arms in defeat. Recognizing patterns helps you know what will most likely happen. So keep you ear to the ground and your eyes open to new ideas entering the marketplace. Social media is a copywriter’s dream. Finally a set of media that engages conversation, which is what advertising is when it works effectively.

The one ad that is the most remembered from the previous Superbowl is Oreo’s. Their media buy was $0, and yet it was the most effective, the most talked about (especially outside the ad world, where it counts) and the most remembered. It worked because it was timely and relevant. It connected the brand brilliantly with the power outage, and the conversation that was taking place on social media. The core of the ad’s message comes from the line of copy that linked the brand to the event.

Copywriting isn’t dead. It is just evolving, like everything else in our world all the time.

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“Likeable Social Media” by Dave Kerpen

Like many business-esque books they have an elaborate subhead that describes the book, and this one is no different. “How to delight your customers, create an irresistible brand, and be generally amazing at Facebook (and other social networks).” That pretty mush sums up what the book is about, which allows me to discuss other things.

Likeable social media

The book’s purpose is to educate its readers about social media. Today many people use social media, but how many use it properly? The main and obvious message about our times and one that Kerpen highlights is that the Internet is a two-way medium. There are many companies who understand this, and many who don’t. This book demonstrates how success for a company will be determined in the future. Branding isn’t going to necessarily going to be determined by whether a person engages with your company, but what they think about it.

Now what did I mean by that last comment? Take my relationship with Mozilla, more specifically Firefox. I like Mozilla’s brand and what they offer to the marketplace, however, I don’t use Firefox or any other Mozilla product for that matter. Therefore although I don’t use the brand I think highly of it. Is that a bad thing for Mozilla? No, not really. Mozilla benefits from me thinking highly of them. I will in turn talk about it in a positive way to friends, and I might even mention them in a positive way on a blog post. Although they don’t have me directly as a customer, they have me as an influence. That as I understand it is social media’s role. Being likeable is primary. Sales will follow crowds.

Dave Kerpen goes into this extensively in his book Likeable Social Media. He also has released another book called Likeable Business. I have yet to read it however so I won’t comment on whether it is good or not. Instead I will just post a picture.

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Dave Kerpen owns a company cleverly called Likeable Media. They specify in social media and helping their customers learn how to engage their audience in this newish medium. www.likeable.com

They have a great blog about social media on their website, as well as an informative Twitter feed @LikeableMedia

Alex Bogusky and John Winsor both of Crispin Porter + Bogusky. Although they have moved onto other things, the work they did while at CP+B.

“Baked In” by Alex Bogusky and John Winsor

In short this book is a product design book. Alex and John propose the thesis to their book with the subhead: creating products and businesses that market themselves. From an advertising perspective the brands that have their marketing baked in will win over those brands who have to fake their way through business. The authors give several examples of products and the resulting marketing.

The last chapter of Baked In is really worth reading. I won’t ruin it, but Alex and John give their prospective on what they believe will come  in the future. This in turn leaves me excited about the future of my profession and how lucky I will be to be apart of the process.

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John Winsor has a great blog on his website, fittingly enough on marketing product design: http://www.johnwinsor.com/my_weblog/

Alex Bogusky has some great videos on YouTube worth checking out. This one corresponds nicely with Baked In. Although it is more focused on social media and its future, the message is the same.

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