By Holland Cooke
BLOCK ISLAND, RI — In every room where I have a TV – and in both cars — there’s a pen and pad within arm’s reach. I end up fishing scraps of paper out of pant and sport coat pockets, things I’ve scribbled when a line really caught my ear.
“But WAIT! There’s MORE…”
“Meds made easy.”
Capsule.com, “the pharmacy that hand-delivers your prescriptions, the same day, for free — all from your phone.”
“We deliver your medication whenever you need it. Capsule is always free and your copay will not change.”
“We handle your insurance. All you have to do is schedule delivery.”
“Give the gift that lasts forever, a tattoo.”
Spot for Octopus Ink on client stations WGVA/WAUB
“Used cars never felt so new.”
Shift.com TV commercial.
“Find local dentists who take your insurance.”
“Today’s the day.”
TV spot for MasterClass.com, where famous experts explain things.
“Ready to explore again?”
Subject line in Email from Amtrak.
“Sometimes the greatest destinations aren’t far away.”
UTTERLY pandemic-pertinent tag line in TV spot with happy people enjoying Wayfair.com’s array of home/patio goods.
“Making your outdoor space your favorite place.”
Radio copy for The Patio Center at East Texas Brick, on client KTBB.
“Get your business back with Valpak.”
Insert in that envelope stuffed fulla retailers’ coupons, which boasts that “53% of Americans have tried a new business because of direct mail.” And there’s a QR code the recipient can scan to redeem for “FREE MAILING!”
“Pause your Wi-Fi for family time.”
Cox Cable/Internet commercial, touting a feature which parents – who make the purchase decision – will appreciate. And here’s another example of the kind of succinct, benefit-laden copy we should craft for local retail advertisers:
“New movies, every week, only on Netflix.”
“Never go to a dealership again.”
Vroom.com Super Bowl commercial.
“Go Henry, making every kid good with money.”
GoHenry.com TV ad
TV ad for Reese’s Peanut Butter Cups, as Easter approached…and many felt like we’d just had a YEAR of Lent.
“When your hand’s in the bag, your head’s on The Cape.”
TV ad for Cape Cod Potato Chips.
“You’ve been home staring at your bad windows and doors.”
GREAT copy point from TV ad for Renewal By Andersen, as home improvement activity has surged during the shutdown.
Describe your advertisers – and your station, in promos – this well, and you’ll do well.
Holland Cooke is the author of the acclaimed E-book “Multiply Your Podcast Subscribers, Without Buying Clicks,” which he humbly describes as “gripping…a riveting page-turner,” available from Talkers books (click the banner on this page). He is a consultant working at the intersection of broadcasting and the Internet. And HC hosts “The Big Picture” TV show Friday nights at 7ET on RT America. Follow him on Twitter @HollandCooke