As I was enjoying a Pepperidge Farm cookie (or two) this morning, I read the side of the package. I liked the writing so much that I wanted to share it with you. Here is what it said:
The Art of the Cookie
by Pepperidge Farm
Begin with a baker’s soul. Seek the finest ingredients. Explore nature’s infinite variety of flavors and textures - sweet, crunchy, rich…oh, and chocolate.
Entertain inspirations. Embrace decadent cravings. Reward yourself.
Open…Taste…Delight.
Thank you for letting us share our creations with you. Gratification guaranteed.
Notice how each sentence opens with a verb. These are not just any verbs, but ones which have been carefully selected by an talented writer. Begin, seek, explore, entertain, embrace, reward, open, taste, and delight are verbs which intrigue, invite, and ignite the reader.
In addition, beginning the sentence with a verb sets “you” as the subject of the sentence. That pulls in the reader and personalizes what he or she is reading. Involving the reader delivers the message effectively.
Most importantly, the verbs tell the reader what to do. They start by explaining how Pepperidge Farm creates these cookies, “Begin with a baker’s soul….” They continue by getting lost in the experience of enjoying one of these cookies, which are scrumptious. They end with a “Thank you.” After reading this, I felt that the writer was sitting at the table indulging in one of these cookies along with me.
This was written from the customer’s point of view.
Writing from the customer’s point of view is an effective way to connect with your customer. These words share that Pepperidge Farm is giving the customer what the customer wants. They show how Pepperidge Farm begins with the customer’s wants in mind, creates what the customer wants, and appreciates the customer’s business. They tell the customer what the customer gets when he or she savors one of these cookies and that this experience was deliberate. They communicate that the customer’s enjoyment was Pepperidge Farm’s goal.
Are you doing this with your communications? Are you sharing why and how you do what you do? Are you telling your customer that you understand your customer’s point of view?
Take a look at your communications with your customer. If you are not doing this, adjust so that you do.
Remember, using the customer’s point of view makes your communications powerful.
Showing posts with label copywriting. Show all posts
Showing posts with label copywriting. Show all posts
Tuesday, June 16, 2009
Monday, June 1, 2009
Caught Up in Creativity
As I was driving to an appointment the other day, I passed a billboard which caught my eye. The prominent scene on the billboard was a photo of kids jumping off a rock into water. In large, capital letters “Vacationville” spread across the top. A small logo was tucked in the lower right corner.
“Whose logo is that?” I wondered as I peered back at the billboard, almost driving off the road in the process.
At the last second I thought that I discerned “Johnsonville” on the logo.
“Wow,” I exclaimed out loud. “Why do businesses do that? I can’t believe that a business of Johnsonville’s size would make that mistake.”
What was that mistake? The biggest mistake made on that billboard was making the logo too small. I am always amazed when businesses and advertising agencies add the name of the business onto a billboard, a print ad, a radio spot, or a television commercial in an insignificant manner. The name appears to be an afterthought. It is displayed too small in print, said only once in radio, or shown only at the end of the television commercial.
Isn’t the name of the business the principal reason for the advertising? Isn’t the purpose of most ads to prompt customers to buy from that business? How does minimizing the business’s name promote the business?
It doesn’t. When the business’s name is prominently featured, customers get the message easily. In fact, they get the most important part of the message easily: the business’s name. I recommend that in any print piece, whether billboard, magazine, or newspaper, the business’s name is as large as the headline. The headline and the business’s name together give the message of a print piece. If that’s all a reader sees, you have communicated what you wanted to say.
In radio or any audio communication, say the business’s name at least three times in thirty seconds. Repetition is critical. Merely saying the business’s name at the beginning and/or the end of the spot is not enough. The listener needs to hear the name during the spot, too, in order to absorb the business’s name.
Television commercials are the biggest abusers of minimizing the business’s name. Often, the name of the business is only at the end for three to five seconds. When the business is paying for thirty seconds, why not have the business’s name on the screen for the entire length of time? Why not tell the viewer at every point in the commercial who the commercial is promoting? Why not make a big deal about the business’s name?
Having worked in radio and TV and having created print ads, I can answer those questions. Just like the agency who designed the Johnsonville billboard, copywriters and graphic designers get caught up in creativity. They are so into writing something different and thereby getting the viewer’s, listener’s, or reader’s attention that they forget to promote the business’s name. Pay attention to the national commercials; they are often the most flagrant abusers. Many of the commercials show the name of the product for such a brief time that the viewer must pay very close attention to find it.
Do you think that happens? I don’t, either.
I once read that many writers at large advertising agencies are “wanna be film makers.” If you pay attention to their output, you will see this. I also know from first-hand experience, however, that business people frequently encourage this creativity. As a radio and TV sales rep I often heard a business person say “get me a commercial that is creative and different from my competition.” The business person did not know the unique selling proposition for his or her business and, therefore, could not communicate that information to the copywriter or designer. Instead, the business person hoped that the writer or designer could make the business stand out with creativity.
Creativity is not a substitute for substance. Customers want to know what’s in it for them to do business with your business. Tell them. When you do so, be sure to let them know in a big way who is telling them.
“Whose logo is that?” I wondered as I peered back at the billboard, almost driving off the road in the process.
At the last second I thought that I discerned “Johnsonville” on the logo.
“Wow,” I exclaimed out loud. “Why do businesses do that? I can’t believe that a business of Johnsonville’s size would make that mistake.”
What was that mistake? The biggest mistake made on that billboard was making the logo too small. I am always amazed when businesses and advertising agencies add the name of the business onto a billboard, a print ad, a radio spot, or a television commercial in an insignificant manner. The name appears to be an afterthought. It is displayed too small in print, said only once in radio, or shown only at the end of the television commercial.
Isn’t the name of the business the principal reason for the advertising? Isn’t the purpose of most ads to prompt customers to buy from that business? How does minimizing the business’s name promote the business?
It doesn’t. When the business’s name is prominently featured, customers get the message easily. In fact, they get the most important part of the message easily: the business’s name. I recommend that in any print piece, whether billboard, magazine, or newspaper, the business’s name is as large as the headline. The headline and the business’s name together give the message of a print piece. If that’s all a reader sees, you have communicated what you wanted to say.
In radio or any audio communication, say the business’s name at least three times in thirty seconds. Repetition is critical. Merely saying the business’s name at the beginning and/or the end of the spot is not enough. The listener needs to hear the name during the spot, too, in order to absorb the business’s name.
Television commercials are the biggest abusers of minimizing the business’s name. Often, the name of the business is only at the end for three to five seconds. When the business is paying for thirty seconds, why not have the business’s name on the screen for the entire length of time? Why not tell the viewer at every point in the commercial who the commercial is promoting? Why not make a big deal about the business’s name?
Having worked in radio and TV and having created print ads, I can answer those questions. Just like the agency who designed the Johnsonville billboard, copywriters and graphic designers get caught up in creativity. They are so into writing something different and thereby getting the viewer’s, listener’s, or reader’s attention that they forget to promote the business’s name. Pay attention to the national commercials; they are often the most flagrant abusers. Many of the commercials show the name of the product for such a brief time that the viewer must pay very close attention to find it.
Do you think that happens? I don’t, either.
I once read that many writers at large advertising agencies are “wanna be film makers.” If you pay attention to their output, you will see this. I also know from first-hand experience, however, that business people frequently encourage this creativity. As a radio and TV sales rep I often heard a business person say “get me a commercial that is creative and different from my competition.” The business person did not know the unique selling proposition for his or her business and, therefore, could not communicate that information to the copywriter or designer. Instead, the business person hoped that the writer or designer could make the business stand out with creativity.
Creativity is not a substitute for substance. Customers want to know what’s in it for them to do business with your business. Tell them. When you do so, be sure to let them know in a big way who is telling them.
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