Splash Watercolour

Sell the sizzle not the steak! Know the benefit of the benefit. What would make you shell out money to buy a product? What is the Reason Why or what is the‘ Benefit of the benefit that you feel is reason enough to buy a product or service. People are not looking for a TV - they want to enhance their viewing pleasure; they are looking for features; they are looking for so on and so forth. Got it! You decide which is important to your target audience. Working on brands Normally in big agencies you have a Creative Director (CD) or Senior Copywriter who works out the USP and the team of junior copywriters normally work on the headlines. But, in smaller agencies you have to do all the research. Isn’t it good – using your grey cells more, plus it will be easier when you work with big brands. Personally I have thought of every job as a big brand and gone through the same process; sometimes as a freelancer I was given the visual and asked to work ...

Testimonial Headlines: When users say positive things about a product then the ad becomes more believable. This is the Testimonial type of headline. You find very often celebrities are  used to do  testimonials but if you have:   A person who can say that he likes the product/service, and, who will testify to the reason why the product works for him/her!  Then go ahead , use them to get a   winning headline! The  Testimonial Headline  is a very popular type of headline and   very effective if it is believable and of course, nothing succeeds like word-of-mouth! Testimonial advertising is like: word-of-mouth publicity ! It includes every type of product/service. We will work on FMCG (fast moving consumer goods and 'White' goods 1.      FMCG (fast moving consumer goods) like tea, coffee, chocolate, consumer items of daily use, cosmetics, perfume, which are bought often like:Complan, Horlicks, Cadbury’s, Himala...

Writing Headlines What would make you shell out money to buy the product? What is the ‘Reason Why’ or what is the ‘Benefit of the benefit’! As it is often said in advertising parlance -   Sell the sizzle not the steak!  People are not looking for a TV per se; they are looking to enhance their viewing pleasure, they are looking for features, they are looking for so on and so forth. Remember: Do not sacrifice quality for trying to write a clever headline! Express your idea even if it takes more words. Sometimes brevity is necessary yet, see that your ‘reason why’ is expressed well! Similarly, when a short headline is apt like when the size of the ad is small. Or the visual chosen needs just a few words…just do it! See that the meaning is clear…for e.g. ‘David dropped Goliath’ either David picked Goliath and threw him down. It could also mean David knocked out Goliath or David felled Goliath ( John Caples ) ...

Creative Ad Prompt: Here is an ad - prompt with the headline given  below and you have to create an ad with the visual and tagline created by you. Headline: Re-Charge Tagline : you have to write this  To know  more about taglines -  Click here Product: Branded Fruit Juice (choose any) Write the USP that you think is perfect for the brand, but keep the headline the same: Once you have done with this headline - write different types of headlines -  straight, direct, directive, news, emotional, testimonial, teaser headlines for the product. Check the different types of headlines here. Tweet

HEADLINES I know you are craving to get to start writing headlines and rightly so... It is the most exciting part of an ad.…and the most important... First Impressions are crucial in every ad The benefit (USP) should be clear through the headline. Check if you are following the AIDA formula: Attention  of the target audience Interest  into reading further The copy does the work of convincing with Desire Action Creative Session Write down the various elements of the ad - the headline, tagline, logo, body copy, visuals... Check on your collection of ads and rewrite the headlines. Do you consider it a good ad - would you bite the bait if you had to buy the product?? Does it create the desire, after catching your attention and will you take  action …? Tip: Analyze every ad/hoarding/TV commercial, mailers and make notes …so you can check later the change in your attitude and as you gain an insight – see how your perceptions change! ...

Writer’s block or the inability to start or continue writing has troubled even famous writers. Writers find solutions in going for a walk, travelling, going to a favourite place to eat, trekking, painting, sports, cooking, playing a favourite instrument and anything that has - nothing to do with the actual process of writing. Free writing – our  brain warming exercise Creativity in itself opens up your mind, but when you open a page…what if: • You’re full of ideas and don’t know where to start • You’re still not sure what you want to write • You’re blank Believe me any of these reasons are often true, for all writers. So enjoy – giving your mind a free reign. Happy Writing or should I say Happy Free writing! Creative Session:  Free write with the prompts heart, friends, or take any word and start . Remember once you start do notstop till your timer rings at 5 minutes.