Creating great sales and marketing copy is a daunting task. At one time you strive to create copy that is memorable, timeless, intriguing and powerful, and not just color copies of “the other guy’s” ad. The good news is there are some great company marketing campaigns out there to look at for inspiration and if you look closely, to glean a few helpful hints from.
1. Volkswagen, "Think Small", Doyle Dane Bernbach, 1959.Volkswagen turned the auto industry on its ear with its breakthrough. “Think Small,” campaign. The cool thing about this campaign was its simplicity. Turns out, size does matter!.
Think simple.
2. Coca-Cola, "The pause that refreshes", D'Arcy Co., 1929.Coca -Cola is a master at developing copy that speaks to the consumers desires and gives them a clear benefit statement. In 1929 they told their audience that Coca-Cola would be refreshing, and we still think that today… “the pause that refreshes!”
Create a Benefit Statement.
3. Nike, "Just do it", Wieden & Kennedy, 1988.Nike is the epitome of creating copy that sends a call to action or consumers. With ,”Just do it,” Nike burst onto the marketing map as the kings of action. (note to self: not the slogan the abstinence movement is looking for, however.)
Tell consumers what you want them to do. Create a call to action.
4. McDonald's, "You deserve a break today", Needham, Harper & Steers, 1971. In 1971, McDonalds tapped into the heart of American’s desires by offering them a break. The lesson here is that demonstrating empathy with your customers in your copy, creates a connection that resonates with them.
Empathize with your consumers and create a connection.
5. DeBeers, "A diamond is forever",N.W. Ayer & Son, 1948.What woman does not believe a diamond means true and undying love…maybe not for the man, but for that huge rock in a platinum setting, at least! That was a belief created by the copy of DeBeers ad campaign, “A diamond is forever”. This is an example of creating a desire within consumers that extends past a company’s product and to an overall product line.
Create demand.