Copywriter Perth

Monday, 3 December 2012

Compare Styles of Copy

Corporate Copy (Minimal amount of Text)

PAMPER PUPPY

Five-Star Accommodation for Dogs

Services
Availability
Rates

Corporate Copy (Medium amount of Text)

PAMPER PUPPY

Five-Star Accommodation for Dogs

Pamper Puppy is the ultimate short-term accommodation experience for dogs. Based in Claremont, Western Australia, and formed in 2001, Pamper Puppy specialise in creating unique and highly personalised vacation experiences that dogs’ love and owners appreciate.

For five-star treatment of your favourite friend, call Pamper Puppy today on: _______________ .

Conversational Copy (Maximum amount of Text/ Personal)

PAMPER PUPPY

Five-Star Accommodation for Your Dog

Leaving your dog behind can be stressful. You know your dog like no-one else. You know his likes…

And his dislikes.

And you worry that while you’re away, and you’re dog is not under your care, those things will be forgotten…lost in the sea of other dogs boarding at your typical boarding kennel.

At Pamper Puppy, we know you worry about your dog, and about whether he’s stressed, or happy while you’re away. That’s why we go out of our way to understand him…or her…, just like you do.

When you check-in at Pamper Puppy, we’ll want to know everything there is to know about your dog. We’ll ask about his favourite foods, how he likes to be patted, whether he enjoys a game of tug-of-war, or fetch, or a long walk.

You see, at Pamper Puppy, we’re more like a five-star hotel for dogs than a typical boarding kennel.

If there’s a way we can make your dog more comfortable – whether through the latest luxury dog bath or by simply knowing where he likes to scratched – we do it.…not because we have to, but because we want to create the ultimate home-away-from home experience for dogs.

If you’re looking to relax while you’re away knowing your favourite friend is receiving the ultimate in puppy care, call Pamper Puppy today on _______________ .

Monday, 26 November 2012

Print Billboard Ads that Work

Every now and then, my eight year-old son will ask me about the meaning of an ad.

When that happens I’m always very interested.

That’s because if an ad has broken through the clutter of advertising messages and caused my son to ask that question, it’s probably worth an examination.

It happened again yesterday.

We were in the car at the time – on our way to school.

I noticed the ad immediately. It was a poster that was displayed on the back of the bus in front of us.

Normally I don’t notice these ads. Even with my passion for marketing, a lot of them pass by me – lost in a “sea of sameness”.

This one was different.

Something about it caused me to take a second look...

And a third.

And I wondered if the same was true for my son.

Then from the back of the car came the question: “What’s that ad about Dad?”

Bingo. Two for two.

Whoever had designed this ad had passed the first law of advertising – it had got the attention of both of us.

But does that make it an effective ad?

Well, if you ask a lot of people from the advertising industry, they’ll say “yes”.

But if you ask those with a direct marketing background, they’ll tell you that winning attention is only half the battle.

From their point-of-view, the job of the ad is to sell.

So where does that put the poster or the drive-by billboard?

Well, from where I sit, the job of a poster is to get people to think about the message.

It might be about a product.

It might be about a service.

It might be about an action you want them to take…

Or not take.

And because the person viewing the poster is often driving in the car, the stimulus for that action has to be pretty powerful.

And succinct.

Intrigued, I probed a little harder as to my son’s understanding of the message.

“What do you think the person who created that ad wants you to do – or not do?” I asked.

“Not to smoke” came the reply.

At which point I had to hand it to the people behind the ad.

They had in fact caught our attention, and delivered the message…

With gusto.

So why did the ad work?

Three reasons.

First and foremost, it was an ad that stood out from the crowd as a result of the image.

Secondly, it tapped into the principal driver behind any effective ad – emotion. If you can tap into the emotions of people you’ll go a long way to delivering your message.

Thirdly, the link between the emotional image and message was valid (if slightly obtuse). The words:

$16 A PACKET ISN'T ALL SMOKERS COUGH UP

obviously play on the double meaning behind the phrase "cough up" - which helps stimulate the brain. More than that though, the message is very relevant to the image. It supports it.

This is an important point. Sometimes, advertisers are tempted to use any means possible in order to get the message read.

The one you most often read about in a negative context is the headline: “Sex”. Which is often followed by the sub-head. “Now that I’ve got your attention, this is what I really want to talk to you about.”

I would avoid that tactic at all costs if you don't want to annoy people and erode their trust – probably for good.