Now then. I’m so busy writing copy for our clients (which is, of course, the best part of my job and the reason I’m here), that I’m not getting time to update this blog. But I really want to keep a record of everything I’m learning, and share some copywriting thoughts as I go. So here’s to a new resolution … a very short entry every few days.
This tip comes from the Advanced Copywriting Workshop I attended at the Institute of Direct Marketing last week, with John Wallace as the tutor. And it’s simple:
Be wary of “negatives” in your writing – you might alienate somebody. When my partner and I started writing some advertising copy for a Miele washing machine, our creative stance (if it deserves such a fancy title) ran along the lines of, “OK, so buying a washing machine might not be the most exciting thing you’ll do this year … “
“But wait!” said John. “What about the one customer who’s genuinely excited about buying a washing machine? Don’t put doubts in their mind.”
Ah yes. So for the washing-machine-phile out there, we adopted a new stance (“Washing capacity, spin speed, energy rating, drying capacity. You might really love choosing your new washing machine, but at Miele we’ll make sure you won’t have to do it again for a long, long, long time … “), and were amazed by how much more positive it sounded.
