In Part One Mandy explained how technology has changed the way advertisers work; in this article she looks at six trends that have had a direct impact on the copywriting industry.
BY MANDY SPEECHLY
One of the most important rules is that great advertising is produced by showing a real and insightful understanding of the consumer. However, there is no single formula to reach and engage with this consumer, and the parameters are constantly changing. Here’s how…
Buying behaviour is changing
Firstly, people are becoming cynical about advertising. We are so overloaded with advertising messages we have learnt to ignore what doesn’t interest us.
But more importantly, because so much of it doesn’t show a meaningful understanding of our needs we choose to avoid it whenever possible. Secondly, access to information is now easier. The consumer is more knowledgeable about products and their background information.
If you consider your own experience of buying a car or a computer, by the time you get to the store or showroom, you sometimes know as much about the product as the salesman. Advertising doesn’t need to inform as much as it did in the past. And that makes it even more important to connect with the audience in a relevant way.
Thirdly, we consume media differently. We read news on our cell phone, listen to the radio on our computers and watch movies on an iPod. Media is now so fragmented the choice of where the communication happens has now become an integral part of the creative thinking.
In South Korea the entire population owns a smart phone. The supermarket chain, Tesco used this fact in a way that showed an insightful understanding of their lives. They created HomePlus Virtual Subway stores on the platforms of train stations to save consumers from grocery shopping after a busy work day.
They could scan in codes from products images on virtual “shelves” and by the time they got home their groceries would have been delivered.
2. The Big Idea is even more important
Effective communication still needs an idea that connects appropriately with the target market. This idea might not necessarily involve typical advertising – it could be a new way of packaging, a new approach to distribution, a game, an app or a new fund raising method. Copywriters have always been inventors; it is now their job to find creative solutions.
In 2010 Antwerp Zoo in Belgium created a campaign to increase interest and visitors to the zoo. It was based on the actual birth of a baby elephant at the zoo. The public were involved throughout the pregnancy via social media and the website. They were invited to suggest names for the baby and her birth was eventually watched by over 500 000 people. That year the numbers of visitors to the zoo increased by 300 000 people.
3. The consumer is in control
Whether it’s a click, typing in an address or moving to another page, the consumer makes the choices. We are in control of what we watch or read, when we watch it and how we watch it. We are also able to share information and create our own unique content. Our experience of media is participatory and unlikely to involve passive observation. Advertising is no longer about persuasion but engagement.
Best Buy is a technology store in the USA which is known for the expertise of their sales people in-store. A campaign known as Twelpforce was created to extend this service beyond the walls of the store by offering tweet help via Twitter at a time that suited the consumer. It created immense feel-good factor for the brand and ultimately encouraged more people to eventually visit the store in person too.
4. Branded Utility
There is now an expectation of reward for spending time with a brand. A brand can make a positive contribution in the life of the consumer in a way that doesn’t feel like advertising at all. It can forge a link with consumers by creating something they care about and the effort will ultimately be repaid with brand loyalty.
Example: Nike Fuelband
The well known Nike promise, “Just Do It” was truly brought to life with the creation of the Nike Fuelband. Essentially a microchip in your shoes, it transmits information about your recent exercise routine to a website so you can keep track of how your training is going. You can form groups, challenge each other, compare performance, and even get encouragement and tips from celebrity sports people. It is based on the principle that every type of exercise you do in your day counts.
“Brands that get it right provide a powerful value exchange based on a real understanding of what they can offer relative to their audience and communication objectives. Such brands are able to create engaging brand experiences with the potential to enrich people’s lives.” Chris Clarke, Chief Creative Officer, Lost Boys
5. Storytelling is everything
Great advertising has always told a story about the brand. It’s a way of creating a unique personality and identity for a product might not always offer a unique feature. New communication channels now provide the ideal stage to tell these stories. It therefore becomes the role of the writer to ensure the story is told in a way that is relevant to the brand across a variety of different platforms.
Example of great storytelling in the Consumer Control Age (see featured image above).
In 2007, BMW created a series of online films instead of TV commercials as they determined that 85% of the target market researched for a new car on the web before making a purchase decision.
The 6-10 minute films involved leading directors and actors including, Ang Lee, Guy Ritchie, Tony Scott and Madonna. Instead of interruption advertising, it became a desired destination. Sales during that period went up by 16% and the campaign inspired a new awards category at Cannes, now the prestigious Titanium award.
6. The importance of great writing skills
The type of writing facing the copywriter is expanding. It is no longer just about being able to write great headlines, scripts and body copy. The challenge for the modern-day writer is now to sustain a conversation. It doesn’t have to be beautiful, poetic or literary, but it must always be relevant and real.
And very often it shouldn’t sound like advertising at all!
“It’s not media innovation that has changed things, but a fundamental shift in the behaviour and expectations of consumers.” Chris Clarke, Chief Creative Officer, Lost Boys
In conclusion: The rise of “guerrilla” advertising
As a result of these trends, many different alternative forms of communication are now being used to reach and connect with consumers in a relevant way.
It isn’t easy to define this type of advertising, as it has no predecessor and is continually breaking new ground. Some experts refer to it as guerrilla advertising,probably because it operates outside the normal “rules” of engagement.
“[This alternative form of advertising essentially] works by seizing and subverting people’s attention when they least expect it and holding them captive until they absorb the message.” Guerilla Advertising by Gavin Lucas
While in the past, it has been the role of the creative team to establish what should be said to achieve this objective, it is now also becoming a creative decision as to where the message is said.
The challenge is now even greater to ensure the advertising message evokes the desired response. It is an exciting time to be in the world of communication as we are undoubtedly entering a new era of creative advertising. It is one in which we no longer just talk to our target market, but build relationships.
About the Author:
Mandy Speechly has worked as a copywriter in the advertising industry for over fifteen years. She has worked full-time and as a freelancer for leading international advertising agencies on a range of different media including television, print, radio, brochures, promotions and websites.
Mandy is Head of Copy at the prestigious AAA School of Advertising in Cape Town where she works as the Graduate Copywriting Lecturer.
Mandy tutors the Copywriting Course at the Writers’ College. The course incorporates the latest copywriting skills required for the digital media and social media platforms, and suits both beginners to the field, as well as professional writers wishing to expand their copywriting skills. See the course curriculum and student feedback below.
Contact us for more information about the Copywriting Course.
A brief look at part of the course contents for The Writers’ College Copywriting Course (250 + pages of course content)
Module 1 – Introduction to copywriting and a brief history
- What is copywriting?
- New trends in advertising, communication and copywriting
- Project 1: Analyse a piece of existing advertising to establish the concept.
Module 2 – Before the writing begins
- Answering key research questions.
- Understanding different media applications.
- Project 2: Write a creative brief which applies the logical thinking that takes place before the creative thinking and writing can begin.
Module 3 – The importance of Big Ideas and how to get them
- What is a Big Idea – and why does all good advertising need one?
- General techniques for developing ideas
- Exercise 3: Develop different single-minded propositions and create a print ad which communicates one of these strategic messages.
Module 4 – Print Advertising – Writing effective headlines
- The principles of print advertising
- Tips on creating a print ad
- Exercise 4: Create a print ad which features a headline and visual working together in synergy.
Module 5 – Print Advertising – Writing body copy
- The structure of good body copy
- The voice of your copy
- Exercise 5: Create a print ad which features a headline and body copy.
Elective modules (student has a choice of two modules from modules six to nine)
Module 6 – Writing for Radio
- Tips on developing ideas for radio
- Techniques on writing radio scripts
- Exercise 6: Write a script for a radio commercial.
Module 7- Alternative and Ambient Advertising
- Current trends in how people interact with new media and social media
- The growth of alternative advertising tactics
- Tips on developing alternative media ideas
- Exercise 7: Create an ambient media idea.
Module 8 – Writing copy for websites
- Writing, formatting content and web copy for the internet
- How to write an effective home page
- How to write a compelling “about us” page
- Copywriting tips for web writing
- Exercise 8: Develop the content and basic navigation for a website, including a Home Page and About Us page.
Module 9 – Online Banner Display Advertising
- Introduction to online advertising
- The characteristics of online display banner advertising
- 10 Tips on how to create effective banners
- Exercise 9: Create content and concept for an online display banner.
Module 10 – Integrated Advertising
- The principles of an integrated advertising campaign
- Techniques for transferring an idea to different media
- Exercise 10: Create a mini advertising campaign featuring three different media executions.
Course feedback from graduate students
“I really enjoyed this course, I felt like each module taught me valuable skills. There was no space wasted on filler content, so it really felt like a worthwhile course. I enjoyed working with Mandy, I felt that I could ask any questions, even if I felt they might be silly, and that she would take them seriously. She helped me to understand each module, and provided useful feedback. She even went the further mile and let me further edit projects that had already been marked, so that I could learn from any mistakes. The Writers’ College seems very professional in the way it runs courses, as well as in the quality of course it provides.” Samantha Dawe, Copywriting Course
“Mandy was always approachable and willing to offer friendly and professional advice. Her feedback on all assignments was clear, constructive and insightful.” Daryl Brown, Copywriting Course
“Overall, the course was a pleasurable and insightful experience. The notes really drew you in; you were never unsure where the module was going or what was needed from you. The worksheets got you thinking and allowed for creative thinking. Mandy was extremely encouraging, she is obviously a talented individual. She had excellent feedback on how to improve and better your ideas. I was very impressed at every level; from admin to notes to my tutor and to the understanding of the course coordinators.” Linda Jooste, The Copywriting Course
“Overall, I enjoyed the course structure and content. I liked that I could work at my own pace. Mandy was very thorough with her feedback, as well as being friendly and helpful. She offered some good advice and encouraged me, her attitude made me feel very motivated and confident with each module. It was a positive and challenging experience that has improved my knowledge and understanding of the industry.” Louise Bartlett, Copywriting Course
“I found [the course] very useful, entertaining, interesting and rewarding. Overall a very good introductory course and knowing that the lecturer would deal with submissions, comments and general feedback promptly and personally was a great help and encouragement. Mandy was encouraging but professional, very clear in her explanations, and great to deal with. I enjoyed the feeling that she was a professional in her field and didn’t pull punches regarding good and poorer work. Enjoyed the personal touch, and she conveys a true passion for her art.” Kevin Willemse, Copywriting Course
“I felt like I was learning from someone who is genuinely passionate about her subject. I have learned so much and am inspired to pursue it further.” Candice Nel, Copywriting Course
“The quality of the course I took was beyond what I ever expected and it was extremely worthwhile. I enjoyed working with Mandy and it was a brilliant course. The evaluations were excellent and always fair and justified. I appreciate the seriousness with which the course was handled and it made the process feel professional and worthwhile. The course was evaluated in a very rigorous and professional way, which I found quite intimidating at first, as I did not expect such an in-depth assessment per module. I loved this aspect but it should be noted up front that the course is demanding and not something to breeze through and expect good results; because I think many people would expect to ‘just get by’ – however, people who are serious about writing must be told this is a serious writing course. As those who are just looking to add something to their CV will get quite a shock once the course gets rolling. I really felt I got back what I put in and that is what made this a very worthwhile course.” Michael Rowlinson, Copywriting
“Thank you for the copywriting course. It was an excellent course. Getting work so quickly in the industry has been outstanding. I found Mandy to be an excellent lecturer. I especially valued her feedback and comments on my assignments” Greg Tosi, Copywriting Course