Question

Topic: Copywriting

Supplied By Agency For A "mission Statement"

Posted by Anonymous on 2/17/2014 at 6:36 PM ET 25 Points
This copy was supplied to us by a related firm to use on a home page and another piece of self promo collateral.

Can this be salvaged somehow? The audience it is written for is fairly narrow; ad agencies, marketing agencies and client side marketing groups which are tasked with creating and producing marketing plans for their clients.

Their copy:

ICG is a hybrid. A different kind of marketing resource. Smart. Nimble. And Efficient. A powerful combination of experience and expertise. Passion linked with technology.
Ad agencies, marketing firms and in-house marketers trust us with their creative vision - to take it from idea and help make it reality. Under one roof, with one stop, we execute the photography, digital print processes, large scale graphics, fulfillment services and more to ensure our clients’ vision is realized and their strategies succeed.

Along with a tagline of:
"Bringing your Creative Vision to Life"
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by Gary Bloomer on 2/18/2014 at 6:18 AM Member
    They've said in 80 words what needs saying in just 8 words. There's no need for any mission statement to be more than 10 words.
  • Posted by Moriarty on 2/18/2014 at 1:34 PM Accepted
    "Can this be salvaged somehow?" - I'd say "no, it can't". There are copywriters who'd be better off driving busses.

    So let's put this the other way around: what are your clients saying about you when referring you to others? This is what they regard as your strengths - and it is irrelevant who they are, after all, marketers are human. Using this as your focus, your copy should pretty well write itself. And don't forget that you're writing your copy to interest someone - and that doesn't always mean speaking about yourself. Just think of the party bore who is only listened to because it's his party and if you didn't listen (and laugh), you'd not be invited again.
  • Posted by Peter (henna gaijin) on 2/18/2014 at 1:35 PM Member
    Smart, Nimble, and Efficient Marketing
  • Posted on 2/18/2014 at 7:34 PM Author
    Thank you all for your constructive suggestions. We definitely need to hand this task off to a different group of people than what we are doing currently.
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Copywriting)