Monday Memo: Copy Worth Copying

| July 1, 2019

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — Does copy you write for local retail advertisers – and your station’s promo copy – convey a benefit as clearly and succinctly as these?

 “The New York Times in a New York minute”

Amazon Kindle ad in airline magazine.

 “Better legs and a better butt, with every step”

Slogan for Reebok Easytone sneakers

 “Feel pretty.”

Sign over a cosmetics counter in Bloomingdales, New York.

 “Less in your hands, more at your fingertips.”

Ad copy for the new iPad that went flying-off-the-shelves.

 “The weather is brought to you by…God.  The forecast is a service of Sturgeon Bay Community Church.”

Title sponsorship copy on my client stations there.

 “If you’re terrified of the dentist, or just too busy for multiple visits.”
DentalRelaxation.com, Boston

 “Get in. Get out. Get on with your life.”
Slogan displayed on “Chili’s To Go” kiosks in airports.

 “Jiffy Lube, where you never need an appointment.”
Elegant in its simplicity, helpful/relevant to impulse buyers

 “You supply the ambition. We supply everything else.”
OfficeMax

 “The Patio Center at East Texas Brick, making your outdoor space your favorite place.”
Alexa pre-roll copy on a client station’s Skill

Note: Most of the above include The Two Magic Words, “you” and/or “your.”

Remember: If you’re in radio, you’re in sales.  Watch my video “Writing Results-Producing Radio Commercials.”  Click “We tried radio, it didn’t work” in the right-hand column at HollandCooke.com

Holland Cooke (HollandCooke.com) is a media consultant working at the intersection of broadcasting and the Internet.  He is the author of “Holland Cooke: Greatest Hits” an instant download available exclusively from Talkers Books.  Click the ad banner on this page.  And he hosts “The Big Picture” TV show on RT America. Read HC’s Monday Memo each week at Talkers.com, and follow him on Twitter @HollandCooke

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Category: Advice