You’d think after seeing enough episodes of “The Apprentice” that the every day person would understand some basics about ad copy. Sometimes people fall in love with their words and just vomit it out on the page. It’s fun to be a copywriter for a day and just type away…until I come along with my red pen (or MS Word tracked changes).
Keep it simple
Think about yourself flipping through a magazine. Would you really stop at something that was text heavy and looks like an advertorial? Likely not. You don’t need to throw every single detail in there, just the essentials. It’s like going out on a first date. Would you really go through your entire dating history? Check please. No second date for you.
Keep it relevant
Sometimes companies drink a little too much of their own kool-aid that they forget what people outside their bubble really care about. So snap out of it and talk to a real person. Or get your marcom person to shake some sense into you. I’m going to continue on with the dating analogy. You wouldn’t talk about how great you are at scrapbooking on a first date. Zzz.
If you want your marcom team to help you with an ad, tell them what you want the audience to do and what you have found is important to them. Do not write any copy. Step away from the computer and get your marcom person a latte.