Digitalks #27. Copy That! Cracking the Code to Compelling Copywriting
The pen is mighty. Craft words that practically sell themselves.
Digitalks is a virtual brown bag meeting by Breadnbeyond’s Digital Marketing team where all valuable information, feedback, ideas, seminars, and training sessions are shared.
Finding out the secrets of great copywriting isn’t just about knowing the right words. It’s about having fun with them too!
Crafting a catchy headline, weaving a persuasive narrative, writing captions for social media posts — the magic happens when creativity meets strategy.
Our writer, Alif, will guide you through the playful yet powerful techniques that turn ordinary words into compelling content that captivates and converts.
Why Funny Billboards Catch More Attention?
We’re being bombarded with advertising every single day.
This is where a clever joke or a witty pun can cut through the noise and make funny billboards an effective tool for grabbing attention and leaving a lasting impression.
They engage audiences in a way that’s both unexpected and memorable.
Humor taps into our emotions, creating a positive connection with the message being conveyed.
When a billboard makes us laugh or smile, it not only catches our eye but also makes the brand more relatable and likable.
This emotional response increases the likelihood of the message sticking in our minds long after we’ve driven past.
But Should Your Copy Always Be Funny?
Injecting humor into your copy can be a game-changer, but it’s not a one-size-fits-all solution.
The decision to go funny depends on your:
- audience
- brand voice
- the message you want to convey
If your brand is about being approachable, light-hearted, or breaking the mold, then humor might just be the secret sauce that sets you apart.
However, if your industry deals with more serious topics, or your audience prefers straightforward communication, it’s essential to tread carefully.
Humor should enhance your message, not overshadow it.
The key is balance.
When done right, a well-placed joke or a witty line can make your copy more engaging and memorable without compromising your brand’s integrity.
How to Make a “Great” Copy for Advertising?
Stringing together catchy words is one thing. Coming up with strategic communication that resonates with your audience is another.
Here’s how you can craft a great copy by focusing on three essential elements:
1) Master the 5W1H Formula
Before you start writing, ask yourself the 5W1H questions: Who, What, When, Where, Why, and How.
Who is your target audience?
What are you offering?
When and where will your ad be seen?
Why should people care?
How can your product or service solve their problems?
The answers to these questions help you lay the foundation for a focused and clear message that speaks directly to your audience’s needs and desires.
Example: Old Spice: Smell Like a Man, Man
Who: Men who want to smell great.
What: Old Spice body wash.
When & Where: Anytime, anywhere.
Why: To feel confident and attractive.
How: With the fresh, masculine scent of Old Spice.
The iconic campaign brilliantly answers the 5W1H questions with a humorous and memorable approach.
It showcases a confident and charming spokesperson who promises to transform ordinary men into irresistible ones.
The clear, engaging message resonates with the target audience by addressing their desire for confidence and appeal.
2) Understand Your Audience’s Pain Points
To connect with your audience, you need to dig deep into their pain points, desires, or unique characteristics.
Showcasing a deep understanding of your audience makes your copy feel more personalized and relevant — therefore, it is far more impactful.
So, what keeps them up at night? What are their hopes or frustrations? A great copy doesn’t just sell a product; it offers a solution to a problem or even can make their lives better.
Example: Nike’s “Just Do It”
Nike’s iconic slogan taps into the pain point of procrastination and self-doubt.
Pain Point: Many people struggle with starting or maintaining a fitness routine.
Solution: Nike’s message is a motivational push to overcome excuses and take action.
This simple phrase connects deeply with individuals’ frustrations about fitness. It encourages them to take the first step toward their goals.
3) Infuse Creativity to Make It Stand Out
Once you’ve got the basics down, it’s time to let your creativity shine.
A great ad copy isn’t just informative. It’s also engaging and memorable.
Use humor, wordplay, metaphors, or storytelling to make your message interesting and relatable.
The goal is to capture attention and spark curiosity, making your audience want to learn more.
Remember, creativity isn’t just about being flashy. It’s about presenting your message in a way that leaves a lasting impression.
Example: Wendy’s “Hot and Crispy Fries” Campaign
One memorable Wendy’s campaign with the tagline “Hot and Crispy’s Fries Don’t Arches.”
Creativity: This playful jab cleverly used McDonald’s iconic “Golden Arches” to point out the difference in quality and freshness.
Stand-Out Factor: The humorous tone and playful interaction show Wendy’s key selling points in a fun and effective way — while at the same time showing us that a clever twist can make your advertising stand out and stick in people’s minds.
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We pride ourselves on delivering professional and impactful videos that resonate with your audience.
What sets us apart is our commitment to customization–every piece of content we produce is designed from scratch.
