Copywriting genius

Mike Cannon · **Voice Talent** Joined: 03 May 2007 Posts: 90

Now here is some well written copy.

[What makes ****** special is our Rewards Points Program. What is the Rewards Points Program? The ****** Rewards Points Program is a program to reward our member...]

You guys have a rewards points program? You should mention that in your script.

Erik Sheppard · **Voice Talent** Moderator Joined: 02 Mar 2005 Posts: 1317

Thats pretty funny.

I love when you get the radio ads like, "Smith Dodge is bringing you the Smith Dodge deals that only Smith Dodge can bring you."

Man, we really have to make sure they remember our name.

Brad Venable · Posted: Sun Jun 17, 2007, 18:55 (GMT) Post subject:

Hahahahaha.

I was just thinking that. Razz

Erik Sheppard · **Voice Talent** Moderator Joined: 02 Mar 2005 Posts: 1317

While were at it, some of my other favorite hack-written copy is anything that starts out with, "In a world..." or, "Imagine..."

Or anything that talks about "The other guys." You know, those other guys who want to rip you off or don't care about you as much?

There are about a thousand other examples. Sigh.

Colin Campbell · Posted: Sun Jun 17, 2007, 19:51 (GMT) Post subject:

They have a saying in radio... tell'em, tell'em again and then tell'em what you just told'em.

I also like how it sounds like there is only one member.

Mike Cannon · **Voice Talent** Joined: 03 May 2007 Posts: 90

One of my clients is the local Major League baseball team. Every spots opens with "Hey Astros Fans" and has :42 seconds of copy for a :30 spot.

Here, interpret and act this out!!

Can anybody say cookie cutter copy?

Brian Hart · **Voice Talent** Joined: 07 Jan 2006 Posts: 326

Heather Cooper · **Voice Talent** Joined: 25 Apr 2006 Posts: 472

Mike said: Can anybody say cookie cutter copy?

I can! Cookie cutter copy, cookie cutter copy, cookie cutter copy! Ok sorry just can't help being a smarty pants some times! Laughing

Maybe we could start our own 'Rewards' program? We could give out a prize for the worst written copy of the month!! Laughing

Now I am not a copy writer, nor do I try to be. But, some of the people writing this stuff actually study writing in school.........no? Wink

Colin Campbell · Posted: Sun Jun 17, 2007, 20:45 (GMT) Post subject:

The client says... I want this to appeal to women. So the radio sales person starts the spot... "Attention laides...." That''s the extent of "appealing to women."

I use to be a radio copy writer and a damn good one considering the crap I had to deal with. I wrote better than that. Radio has gotten so putrid that they don't hire copy writers anymore. They expect some money grubbing sales person to write it. Of course they are too busy trying to get the next client to sign, and are not creative by nature.

There's more bad advertising than good. BUT, once in a while something shines. If you live in the midwestern United States... right now the Meijer spots (discound department stores) are really really good.

Two that come to mind...

One where they have a child taste-test the national brand spinach and Meijer brand spinach. On the first one she's says "ewww, yuk." Then the Meijer brand.... again "ewwww, yuk." "See Meijer brand spinach is just as awful as the national brand." BRILLIANT.

On another one, they slow down the check out scanner beeps at the competitor to see what the hidden message is behind them. In a robot voice you hear "man, I can't believe you're paying that much." "you just want to part with your money." Etc. Good stuff.

It's out there but rare.

I kinda like the chicken copy I did this weekend. It's really rather funny. When I get the final spot, I'll post it.

Robert Jadah · **Voice Talent** Joined: 17 Jun 2005 Posts: 2627

Colin Campbell · Posted: Sun Jun 17, 2007, 21:27 (GMT) Post subject:

When I was writing copy I always thought if you ask a question like that at the beginning of a spot, the listener would invariably (if they were listening at all) say NO, NO, NO and change the channel. It's sort of a nag. My response to those opening questions is "leave me alone."

Mike Cannon · **Voice Talent** Joined: 03 May 2007 Posts: 90

When I was writing at the radio station I prided myself in lines like;
"At prices like these, these homes won't last long" for the mobile home dealers and "You'll find your hubcaps at Hubcap King" for the guy who sold "used" hubcaps and wheels.

Colin Campbell · Posted: Sun Jun 17, 2007, 22:07 (GMT) Post subject:

I actually had a sales man in front of me one day that had a copy idea so bad that I said.... "Jeff, that's so bad it's like 'You've tried the rest, now try the best.'" He actually grabbed a note pad (this is a TRUE story) and said... "hey that's good... what was that again?" His name was really Jeff but I won't give his last name. I still deal with him every day.

Same guy.... comes to me with copy about Ralph Cramdon buying a car. I said... "Jeff... Ralph Cramdon was a bus driver in New York City, he didn't own, and was not likely to own a car." He said he'd never seen the show. (The Honeymooners, for the young amongst us.) He was not young. Just mid-western.

Often they will pick some random reference for a spot. No thought as to its relativity to the subject at hand.

Vance Elderkin · **Voice Talent** Joined: 01 Nov 2005 Posts: 184

Don't forget Christmas!

http://danoday.com/audio/genericchristmas.ram

Maggie's Voice · **Voice Talent** Joined: 12 Dec 2005 Posts: 588