Monday, December 19, 2011

Christmas




Here’s a Season’s greeting prompt. This prompt uses the Christmas season panorama but you use no images of Christmas.

The product - a Furniture Showroom. The layout of the ad or the fonts can express the Christmassy theme but remember – no using words or images of Santa, reindeers, tree, no crib, no silent night…no saying Happy Christmas(tough one, albeit challenging).

 Do the ad with this theme. You could make it a full-page ad.

You could Free-write (hope you‘re keeping up the good work) on the words d├ęcor, celebration, frankincense, holly, wood. 5 minutes and your time starts NOW!

Happy writing and Merry Christmas!

Thursday, December 15, 2011

Stop it is a - teaser headline




Teaser headlines stop readers in their tracks! They capture attention in this fast moving capital world (fmcg)… Teaser headline could be useful especially for a launch product or any product that needs attention grabbing… The teaser headline builds up excitement in the reader through a funny word, an attention grabbing word, leaving a sentence incomplete…You could make the ad do a headstand, make it slant, huge, tiny….literally tease!

The teaser headline is like playing Russian roulette, .for if you lose the reader in the headline…he will not read the copy. So be really smart, innovative, creative and funny…Try out various alternatives before you stick to one you are sure will grab attention.

Unlike in our news, testimonial, direct, directive or other headlines, here, we do not offer the benefit in the headline, in fact we lead the reader into the copy out of sheer curiousity or excitement to know more… and they should not be disappointed.

Direct Mailers or E-mailers use Teaser headlines effectively in the envelope/subject line, to make an invite or communication more interesting.

Teaser Headline:
Buy no car…until tomorrow!
(Reveal the product on the next day)

Creative Prompt:

STOP!!

Use this word as a teaser headline. For which product and how would you reveal this teaser. Try it for over six brands (check out some new brands or invent them)

Hornblowing or mind blowing headline





The Hornblowing or Brag and Boast headline comes lowest among possible choices for headlines. However, you will find this headline in advertising more than you think Go easy on the superlatives is a common tip given by the greats but facts speak otherwise.


Look at real life – don’t we boast about something we cherish or pride -  ourselves, or  family – we do albeit mostly with a little restraint. Advertisers often go full throttle to say: Most Luxurious Very Affordable The finest wine since---Amazingly cheap .


Some famous ones from Advertising Copywriting - Phillip Ward Burton are:
Oil of Olay. Amazing. And, still ahead of time. Often imitated…never duplicated. If the product is superior and has these qualities, why shouldn't the manufacturer say it? Why hide under a bushel and couch it. Say it confidently.


However, it is better to research whether this can withstand competition slashing it with a counter ad. Avoid saying Lavish when the product is a tacky product/service. If using the hornblowing headline, use it with dignity and grace.


The body copy should give the reasons why this product is amazing, incomparable, lavish or any adjective you can use for this bold headline. Hornblowing headlines claim to be the No#1. On the other hand – Avis Rentals used We’re # 2. We try harder. In this competitive world, if you already attained the status why not, say it with pride and be ready to support or defend your claim.


 Some hornblowing headlines veer toward an opinion like:
You’re not fully clean unless you’re zestfully clean. 
This car will change the way you measure luxury


Do you find these headlines believable? I would say proof of the pudding is in eating it! If you have doubts, first try out if other headlines work better.


Creative Prompt: Copywriting or Advertising writing is about knowing your tools so sharpen them, since whenever you use it, let it be with confidence.
Write seven hornblowing headlines for products with some exclusive claim. Use new adjectives other than the overly used Amazing, Wow etc

How to write Lifestyle Headlines




The aspirations of a target segment gave birth to the Lifestyle or the aspirational Headline. Cars, fabrics, clothes, shoes, real estate,  often use this type of headline.

Every target segment has an aspirational lifestyle 

As wiki explains:*
In consumer marketing, an aspirational brand (or product) means a large segment of its exposure audience wishes to own it, but for economical reasons cannot. An aspirational product implies certain positive characteristics to the user, but the supply appears limited due to limited production quantities....

Plus, too many competitors with the same advantages or USP calls for a Lifestyle headline.  When there are too many similarities or the product is a generic one - maybe a car or a bubble gum - to differentiate you need to find a reason why and that’s when you reach for a lifestyle or aspirational headline. And, when the product is exclusive to a target segment then the lifestyle headline could be the choice headline.

Many brands use Live Life Kingsize type of headlines or taglines – a headline for a cigarette brand. You can take off on famous headlines, metaphors and write a headline that suits your brand.

Lifestyle headlines:

  • Nike – Just Do It (could be directive, is aspirational too)
  • Kingfisher – King of good times
  • Life’s Good (tagline LG)
  • I love what you do for me...Toyota.


Creative Prompt:
Find 15 lifestyle headlines in print, television, hoardings. Add them to the chap book
Write 15 for these after analysing the lifestyle they are aspiring to attain.





Saturday, December 10, 2011

Fiction from real life!



Today, when you read the newspapers – there’s more bad news than good, nowadays. I always think to read the NP in the afternoon but it never works. Habits are hard to change, some of them, at least. But, I did read somewhere that if you are singular about the change for ten days without a break, you could change a habit! Could you?

I just want to pose a Question here Are we getting innured by the violence and tragedies around us? Was it the reason people stand back and watch while people are being killed or have an accident? Why? Thought provoking, isn’t it Sometimes you wonder what really happened before an incident took place.

This session we will add to our creative prompt characterization.

Creative Prompt:

Write the diary of one of these real life characters and taking the essence of what you research about the character
How would he think?
Why does his mind work like that?
What could his childhood be like?
School?
Did he go to college?
What about his family?
Does he have a job?
What are his relations with them?

After you develop a summary of this character, write the diary of this character. Get into the mind of a person and see what you discover. The character you choose could be someone you admire.
Once you’re done, you could even get a plot for a thriller short story or book! Use an active voice and 'show not tell' - excepting sight use all your other sense or rather see though your other senses

Have a gr8 day! Have Fun!

If you want to post your creative queries or your work in the comments box.. I am writing a diary of the fictional reader but have no idea or clue...he he!

Thursday, December 1, 2011

Feedback on advertisingwriting





Are you having a problem in viewing advertisingwriting.blogspot.com The backdrop changes because I am not sure which one is preferred by my readers.

From www.learn2writeeasy to www.advertisingwriting is a step I took to make it easy for Advertising Copywriting and Creative Writing learners together. A wider audience means it will be easier to share and learn... This is a  free online creative writing course, so no worries there!

You could check out my portfolio on http://copyportfolio.blogspot.com/2011/06/blog-post.html

Play cat and mouse


Creative writing prompt:


Imagine two animals maybe a cat and a dog; a squirrel and a mouse are fighting for the same scraps and want to prove their right to have it. Use any excuse but something that should shut the other animal  up and cause him to slink away… meanwhile the prey has vanished….

Write this in dialogue form and make it as crazy as possible. Speak through the animal’s voice. Decide its tone of voice - is it is weak, strong, a loser - for each animal. Choose your point of view.


Bonus:You get to write both POV (points of view)!

Can you post this one? Muster up some courage - nobody is going to bite you.:) It would be great fun.