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 ...

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 ) ...