Memo: Copy Copy Like This

| May 26, 2020

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — While listeners – whom your advertisers want to meet – have been disrupted, NOTHING resonates like empathy, succinctly conveyed. These examples are instructive to commercial copy we craft for local retailers, and station imaging:

“Thank you for making us part of your together.”
DQ ad, promoting drive-through service

“If you’re over mac & cheese and PB&J’s…”

Pizza Hut delivery TV commercial

 “When you quarantine with Sling, it’s easier to stay in with free TV.”

Sling was offering 5PM-midnight at no charge.

 “You’re watching ‘Stay At Home Movies’ on Paramount Network.”
Turning-lemons-into-lemonade, by simply re-framing the catalog they were already showing

“The greatest music ever made, without a subscription.”

While SiriusXM went-freebie, by the station that always-and-only identifies itself as “97.1 The Drive, Chicago’s Classic Rock”

“Park is shifting to Drive.”

Chrysler ad

“When the time comes, we’ll be waiting for you with welcoming arms.”
Sandals

Stay safe.

Holland Cooke (HollandCooke.com) is a media consultant working at the intersection of broadcasting and the Internet. He is the author of the e-book “Holland Cooke: Greatest Hits” from Talkers Books.  Click the ad banner in the right-hand column on this page for an instant download.  And he hosts “The Big Picture” TV show Friday nights at 7ET on RT America.  Follow HC on Twitter @HollandCooke

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Category: Advice

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