I’d be lying if I said most people really understand what I do as a copywriter. And when I say “people,” I mean my parents, my friends and the occasional stranger I strike up conversation with when I’m feeling chatty in public places.
The most common response I get when I tell someone I’m a copywriter is usually, “So you’re the person who works with patents and trademarks and stuff?” I usually follow this with a routine, “Nope, not one bit. I’m a writer.” And as for my partner in crime at BatesMeron, aka Melanie, she’s found a quick and clever explanation by saying, “I’m like Peggy, on Mad Men.”
So for the people who don’t watch Mad Men and the people needing some extra assistance sprucing up their marketing message, I’m going to take this time to not only tell you what I do as a copywriter but also show you the impact great copywriting can have on a brand.
In case you aren’t down with marketing lingo, when I refer to “copy,” I’m simply talking about the words and written messages you read and hear every day without even knowing it. For instance, that radio advertisement you heard in your car this morning was copy written by a copywriter. And that famous company slogan you’ve been familiar with since you were a child is a tagline, written by a copywriter.
These words and messages created by marketers can be powerful tools in moving a brand or an idea forward. They can also be memorable pieces that break through marketing mediums and into pop culture. An excellent example of copywriting at its finest would be everything smoothly spoken from the mouth of my favorite gentleman, The Dos Equis Man, or more appropriately—The Most Interesting Man in the World. The success of these ads has helped Dos Equis become the sixth-largest imported beer in the United States, increasing shipments by 15.4% in 2011. The Dos Equis Man has also become a viral megastar, having countless online imitations and even a fake Twitter account with over 800,000 followers loving every impressive word he shares.
Another example would be the irresistibly charming Old Spice Man, who stole my heart and made me laugh out loud with witty words from “The Man Your Man Could Smell Like” commercial. The audible chocolate pouring out of this man’s mouth (and pure genius written by the writers) has become a pop culture phenomenon and instant classic in my book.
Taking the power of copy and dialog to another level would have to be Chrysler’s two-minute 2011 Super Bowl commercial, titled “Born of Fire,” which launched their “Imported from Detroit” campaign. Being from the ‘burbs of Detroit, I got to witness the crazy-cool impact this commercial had from the inside out. Listening to the words, “It’s the hottest fires that make the hardest steel” gave me shivers and hearing that “we’re certainly no one’s Emerald City” stirred the city and people of Detroit into a pride movement. (Literally. I saw it.) Not only has this campaign helped lift the spirits of a beaten-down city, it helped Chrysler pay off their government bailout six years early through increased sales. Now if that doesn’t show you the power of copy, I don’t know what will.
Other standouts include Volkswagen’s 1960s Beetle campaign featuring their famous “Think Small” print ad and Canadian Club’s “Damn Right Your Dad Drank It” campaign. Both of these attention-grabbing ads used bold headlines and strong body copy to set themselves apart from others—making them unique and memorable.
As you can see, there are many benefits to having a copywriter on your team. We love molding words into beautiful messages—messages that amplify your brand and set the stage for what your business can accomplish. This provides businesses a voice people can connect with, which can lead to an impactful relationship and stronger brand image. Regardless of what you might hear, people really do care about the copy—so make sure it’s good.
If you’re looking for a copywriter, or maybe an entire team of brilliant creatives, contact BatesMeron for some sweet design and copy.
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