It’s a new year, which for a lot of businesses means it’s time to re-think your marketing and bust out some fresh ideas. In fact, some of you out there may already be working on your ’11 strategies — we feel for you.
The question is: how will you keep your writing interesting without rehashing the same old stuff from 2009?
Around the office, a few of us have come up a few simple rules. (Follow them at your own discretion.)
1. No more “stimulus.” Please, stop using that word. It’s so 2008. Sure, for a while, it was a nearly guaranteed way to boost response to any ad campaign. Now, it’s just an easy way out. Why not come up with another word that’s just as relevant? Be original. Get crazy.
2. More benefits. Have you ever noticed that commercials for (most) cleaning products are some of the most convincing ads on TV? It’s because they’re chock-full of benefits. They actually show how the product works and how it can make your life simpler. In 2010, try sacrificing some hilarious or cute copy with more benefit-driven text — and that doesn’t mean you have to sacrifice originality.
3. Say less. Show more. It may sound weird for copywriters to suggest less copy — but we’re consumers too. Ads, brochures, and commercials that are heavy with text or voice-overs bore us. Demonstrations, examples, subtlety get our attention.
4. Make more sense. ‘Nough said.
5. More research, backed up by credible sources. Nothing is more powerful than plain, hard truth. Statistics. Proof. REAL evidence of something interesting. In 2010, put in the extra effort to obtain compelling data that supports the benefits or points you’re already trying to make.
