Question

Topic: Copywriting

Need A Catchy Concept That Captures Attention

Posted by Anonymous on 10/15/2011 at 8:21 AM ET 250 Points
Hi,
I have to develop a Print Ad Concept for a Company that is into Distribution and Marketing of Security and Telecom Products.

The Objective of the Company is to come up with an ad that captures attention and at the same time, informs dealers about a Company that markets such products.

The ad will be carried in a B2B magazine targeting dealers and sub distributors.

The company takes pride in offering unique services as compared to other companies. Hence, i feel we can use this as a selling point.Since, the company is not very huge, we can play the service card.

I would need some assistance and concepts on this as to how do i go about in developing this.I would really appreciate prompt responses as this is very important for my career.

Waiting for your replies.
Regards
Ricky
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RESPONSES

  • Posted on 10/15/2011 at 8:45 AM Accepted
    Ricky - without knowing more about the company, here is how to write your ad:

    1. First summarise your company's unique selling point into around ten to fifteen words, explaining what your company does that is special. Put that in the headline.

    2. Expand on the headline in your first paragraph. Explain further about your company's unique position

    3. In the next paragraphs give more benefits your company offers: as many as you can fit in.

    4. Offer an incentive for the reader to contact your company. A free report or similar.

    5. Put in contact details and ask for the reader's email address etc.

    Hope that helps. It is not an easy job, even for an expert!

    Peter
  • Posted by Gary Bloomer on 10/15/2011 at 1:04 PM Accepted
    Please identify the ideal buyer. Once we know who buys this product, why they buy it, and how they use it we'll be in a better position to help you.
  • Posted on 10/15/2011 at 2:14 PM Accepted
    Great print ads have an arresting visual and a powerful headline. The copy isn't that important. Research shows that:

    - 90% of readers will remember a strong visual;
    - 50% of readers will remember a compelling headline;
    - <10% of readers will get through the first paragraph of copy.

    Of course these are not the exact percentages, but the findings are consistent across multiple studies.

    If this is really important, you need a professional creative team on the case -- a copywriter and an art director. This isn't a task for newbies.

    ===

    P.S. If the graphic or picture has a crisp caption, it can be as memorable as the headline, if not more so.
  • Posted by Gary Bloomer on 10/15/2011 at 7:00 PM Member
    "The Objective of the Company is to come up with an ad that captures attention and at the same time, informs dealers about a Company that markets such products."

    All very nice I'm sure. But all wrong. The ad's job isn't to do the things you think it ought to do, the ad's job is to drive and sustain sales.

    If an ad (your ad) cannot or will not drive sales that you can track to the penny you're wasting time, money, paper, ink, and perfectly good trees.

    Capturing attention and informing people are both fine things to aim for but these things are not objectives.

    They are aims. An aim is where you're going. The objective is how you're going to get there.

    Here, I'm not nit picking, I'm cutting through the crap that appears to be your marketing plan.

    As much as you might like it to be, a unique service is not a selling point.

    SOLUTIONS are selling points.

    And playing the service card ... again, it's not enough.

    All this is by way of telling you that your ad must TELEGRAPH a simple, tangible, instant benefit—one that buyers will see the value of. If you ad can't do this you're wasting your money, your time, and so on as outlined above.

    You aim is to drive sales. This aim then creates the objective of educating the customer about solid benefits TO THEM as a result of them buying your product.

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