Dear Copywriter,
Let's imagine it's a year from now. Or five. What are the emotionally charged and motivating words that you, an advertising copywriter, can use to draw interest, create buzz and, most importantly of all, get people to buy?
For the first time in advertising history, the word "New" with or without an exclamation mark will be innocuous. So will the word "Special." And forget about using the word "Sale" unless it's a sale on a sale on a sale.
"Lowest prices ever." -- Right.
"Never before seen" -- Uh huh.
"Today only" -- Sorry, I can't make it.
"Supplies are limited" -- Yawn.
Sorry, my copywriter friend, the welcome mat has been worn out during this recession.
Fortunately, there are two answers. Number one, is doing what used to be called "high school" advertising meaning using naughty words (oh no!) or writing suggestive headlines. What's the big concept here? Pull down your pants to get attention. (For examples, check your local stations. Cable, too.)
The other answer? Some strategizing with your favorite thinker, me. I'm only an email away.
My word!
Sincerely,
Phil
