By: Ujaya Shakya
Signature Impact of Copy
Copywriting is the most crucial part of creating advertising Campaigns. Ad copywriters are obsessed with words and word choices because it is a critical element in making effective advertising campaigns. The words they choose help tell a brand story and get the attention or arouse the interest of your audiences. Though it is not the collection of words that matters, but the essence of what is being communicated and the positioning of the brand through the communication, but in spite of this over-arching factor, the beauty of the language reflected through the chosen words in ad-copy makes a significant impact on the campaign.
Today I am going to discuss on “few keywords” which have been repeatedly used by copywriters across the globe in creating advertisements for different brands, products, categories, and industries across.
It is the most powerful word in advertising because it is personal to address the audiences as “You”. You is a word that must be used when talking to your customers because that’s who you are addressing. And while you address them directly by using “You”, you are talking about his/ her favorite topic, which is s/he herself/ himself. Also, you are a singular and plural both. So, using You in communication makes the message directed to every individual recipient of the message.
New is a powerful word. Everybody wants new things, even if it’s not completely new in reality. We want new tastes, new clothes, new shoes, new cars, new smells, and we are always ready to pay for it. It’s a very powerful word that you will see in all sorts of advertisements, promotions and point of sales materials across the markets. For example New flavor, New size, New formula, etc.
But always remember that consumers can tell the difference between a genuinely new flavor and some lame repacking attempt just to make people think they are getting something different. Hence, the product differentiation must be assured reasonably to be represented through a message holding forth New.
Amazing is quite the word to live up to. Yet we see it every day across newspaper and magazine advertisements. Amazing Savings, Amazing Offer, Amazing Taste, Amazing Results. And most of the time, the products or services are far from amazing. It’s also risky because product experience is very subjective. So if you decide to use amazing, use it very carefully and make sure the product or service could live up to it, at least reasonably.
Love is a very strong word. It makes a person softer, calmer and happier. Unfortunately, this is a word that has been truly over-exposed, and most of the time with bad executions.
You can be “in love” with something like new clothes or you can “love” how well something works. But it becomes important to use this word very judiciously. It is one thing to say “You’re going to love the way it smells” while talking about a perfume brand. But it is quite another meaning if you say “You will fall in love with our toilet cleaner.” No one falls in love with a toilet cleaner. Just makes good use of it.
We all love to save money in any given situation. Even the richest person wants to save money if he can. If you can genuinely promise to save some money, you should be foolish not to point this out. Of course, how you talk about it is just as important as what you are talking about. But if you do it wrong, you will come across as untrustworthy. So it is genuinely challenging to pitch with the word Save in your advertisement campaigns.
Saving time is also like saving money, which brings us right back to something we all want to save.
We all know, the best things in life do not come for free yet we get carried away by the free proposition in the advertisement. Many times, advertisements use free with a condition applied theory. These ads always have a little asterisk next to them with a multiline legal copy explaining what free actually means. Maybe it’s a Free Trial or a Free Sample. Perhaps it’s Free for a few days, and then a huge recurring bill that comes in later.
If you decide to use free in your advertising copy, please don’t abuse your customer’s trust at the end, or else you lose her and earn ill repute too.
Like Free, Guaranteed is also used so much that people are sometimes cautious of any kind of guarantee nowadays. If you guarantee that a pizza will be delivered in 30 minutes, make sure the pizza shop can live up to their promise.
Many times Guaranteed is used in conjunction with other words which destroys its meaning to a large extent, so you need to be careful on this.
“Healthy” as a word is very powerful when it applies to a product, especially food, beverage, and healthcare products. This is also used a lot not just when talking about physical health but also used as a common term in financial advertisements. For example: “Improve your financial health” etc.
This word is also very powerful because it is a promise that helps to rationalize our purchases. We all want results from our purchases, whether it is from a household cleaner or skincare brand. Therefore, when a brand promises certain desired results from its use, we opt to buy it.
Generally, when you have a new product, you need to prove its worth to prospective buyers. It is basically like “buyer beware,” because the customer is dealing with an unknown product for the first time. For example, XYZ detergent cleans three times better than ordinary detergents and it’s proven. Also, you want to get testimonials of earlier users. Hence, content explaining the proven nature of the desired outcome of a product or service is welcome.
About the Book
Ujaya Shakya’s Brandsutra is a collection of inclusive & incisive thoughts on the marketing & advertising field in Nepal. This book tries to introduce all of the 360-degree communication touch-points, elucidating upon the model of Integrated Marketing Communication, or convergent branding.
Published by FinePrint
Ujaya Shakya is the founder and managing director of Outreach Nepal based in Kathmandu and the author of ‘Brandsutra’.