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Start From The Other End. All advertising must start with a strategy. But, too often, we build our strategies on what. With too little consideration of potential emotional appeals. And too much focus on specific product differences and benefits, no matter how small these differences might be. We get locked into saying something instead of communicating something. It would be better if we spent more time trying to understand how people might use product in their lives. And trying to judge its emotional importance and appeal. Which means that, sometimes, you may want to start at other end. By first coming up with a great attention-getting idea -- that you can then fit into framework of strategy.
Don't Go Too Far. Don't get wrong idea. The rational appeal of your advertising is important, too. Especially when you have something significant to say. But even when you don't. Because rational element is what people use to justify their emotional decisions. Nobody will ever say, "I bought their product because photos in their brochure were beautiful," or "I gave them business because copy on their Web site gave me a chuckle." Even though stuff like this may have affected them, they still need a rational reason. So, you better give them one.
Rely On Your Own Feelings. If you put anything on paper without emotion, it should be because you're in search of it. You have to start with emotion, if you want to end with it. Remember, whole idea here is to share your feelings (and intensity of them) -- about a company and its product or services -- with people on other side of that page or screen. It means forging those feelings into shape of ads, brochures, Web pages, postcards and matchbook covers for all of rest of world to feel. And just think about it! Every time a person will reach for a product, it's because you have reached them inside. And given them a feeling for it. Which makes for a pretty good feeling in itself. ----------------------------------------•-------------------------------------- Walter is a professional advertising copywriter who writes, edits and publishes "Words @ Work", a FREE bimonthly newsletter of advice and information about writing that works. To view his award-winning portfolio and to subscribe visit www.walterburek.com. You may also subscribe to Words@Work via e-mail to: firstname.lastname@example.org
Walter Burek is an award-winning copywriter who learned his craft at some of the finest advertising agencies in the world and has been a writer and Creative Director on some of advertising’s most important accounts.
Currently, he offers freelance copywriting services through his company, WalterBurek.com.
Walter also writes, edits and publishes Words@Work, a free newsletter for marketing communications professionals.