Copy Secrets #50: The thing I got wrong
When words + product = a great story
A curated tour of secrets & tips around the world of brand copywriting from The Stitch Writer & Co.
Join hundreds of other subscribers below.
Welcome to Copy Secrets #50 by Martha Moger at The Stitch Writer & Co.
“Clients used to insist on a ‘call-to-action’ at the end of an ad. But a call-to-action shouldn’t just be the tacked-on phrase ‘Buy Now’. The call-to-action should be the entire ad.” Dave Trott
There are loads of times I said to the client “The product is not the big story.”
But I got that wrong.
Because look here: 5 examples of when words got the product to tell a big story, plus why they work so well.
A quick letter this week because I’m taking a few days off.
More next time.
THANKS so much for reading. If you’re enjoying it, please come and say hello here.
When the product IS the story
Dividing the nation, just like Brexit.
Why it works: Uses different parts of the sentence to mirror themselves. The fancy word for that is ‘parallelism’.
Using analogy to sell aspiration.
Why it works: Uses analogy to explain the quality. Sells you a feeling that’s 100x more effective than saying “This is so easy to ride”.
Nostalgia and humour make it relevant now.
Why it works: Dangerously in tune with its Gen X audience. Relates to what they used to do, that life has changed, but their favourite songs remain the same. So, so clever.
A campaign invented by a student. Amazing, right?
Why it works: Alludes to something greater than itself to position itself as great.
Eggs can’t really look up…
Why it works: Uses personification and paradox to contradict itself (eggs can’t look up) about something that is actually true.
If you liked this letter, why don’t you share it?
“The team are incredible. They're able to coax out answers to questions you haven't even thought about. This is much more than just copywriting."
Tom Bright, founder Bright Evolve
Martha, I've been trying to come up with one for your business :) Perhaps some of your readers can post one here.