By Dominic Gettins
Dominic Gettins spent decades writing replica and coaching others to take action. right here, he truly demonstrates his skill to get his message throughout and exhibits readers easy methods to do a similar.
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Extra resources for How to Write Great Copy: Learn the Unwritten Rules of Copywriting
35 How to Write Great Copy 36 Rule One: Know Your Target Market When you narrow down the market in this way, you don’t have to shout so loud or so generally. You talk the same language as your audience and you’re guaranteed a hearing. It may seem odd to narrow your customer base when trying to make money. However, it makes sense if you’re selling 300,000 units of a product and want to sell more, to talk intelligibly to the 3 million for whom the product is remotely appropriate, than vaguely to 60 million, including millions of children and retired people who don’t need it.
The brief and the advertising followed in a regimented way straight from that data. The young men inhabiting the target market were sold to on the basis of the product’s efficacy and the degree to which it solved their personal hygiene hang-ups. And actually, it worked. Unilever saw a successful launch of the product in various countries. The product scored well and its solid performance meant that the same advertising model was used again and again. Every year or so the company commissioned a new execution, among whose mandatory ingredients were the man and woman in a hot country, the picking up of an item off the floor causing entry into personal space, followed by the female approval of the man’s odour.
In other words, having read the magazine, or the newspaper, or viewed the TV channel, this is not the moment to start writing ads. If we continue the metaphor of the tribe, you are not there to run around in the gang with everyone else, brandishing a spear and making similar noises. You are hoping to start a war cry that others adopt as their own. The term ‘slogan’ is indeed derived from an unspellable Gaelic word meaning ‘war cry’. ) Background research into the technologically evolving media is something that needs to be ongoing, and is hardly unpleasant, as it merely involves watching movies, surfing the net and so on with a curious mind.
How to Write Great Copy: Learn the Unwritten Rules of Copywriting by Dominic Gettins