…and it’s not always good.

In fact this line actually reduces the likelihood of us wanting to see the film…

And this one quite frankly is bullssh*t.  How often have you ever debated the ‘water or juice’ dilemma.

At least we kind of understand what they’re trying to say here.

Just quotes but a valid use of copy.

Quite simply confusing.

We see thousands of marketing messages every day so we need to stand out.

We have a clear winner here.

We can be clichéd.  This campaign was very successful.

We can be very simple.  Sometimes less is more.

This grabs your attention but it’s very passive.  ‘You are one of millions being watched through your webcam’ is more engaging.

Copy can be used to promote the brand

And when timed right can be incredibly effective

It can be iconic. So much so that you don’t even need a logo.

And it can be moronic and instantly forgettable.

It can be brilliant!

But if it’s been done don’t ‘copy’ it .

And it’s powerful. Incredibly so. The choice between one word and another instantly takes us to different places. Brilliantly demonstrated by this spot for the Daily Telegraph.

This is what we traditionally think of when we see copy. A copywriter and an art director working together. The ‘Mad Men’ approach

It uses all sorts of creative techniques to sell you the product.

It changes your perception of the product…

And in conjunction with a good image can create clever, funny and brilliant campaigns .

In the words of the dictionary…

But it’s much more than that in the modern broadcast world. It’s everything we write for a promo or poster be it voiceover, strapline or caption.

2 very different approaches to sport.

Then (1981)

Now (2017)

What information is really necessary?

Title

When is it on?

Where is it on (channel / brand)?

Everything else is optional, so must be there for a reason.

Necessary Info

The extra info ‘major new drama’, and the author’s name, say it all.

Necessary Info with Key Cast

Again the basic names are enough to carry the second series of this hotly-anticipated new show.

Necessary Info with a Premise

Adding a concept through simple copy / art direction of the image.

Necessary Info with a Line That Makes No Sense

Adding a line. Does it help? This one means nothing really.

Ask yourself what information and in turn copy is key and is it added anything?  It always has to be adding something.

Anything else you add is there to provoke an emotional response.

It should make you feel something.

It could make you laugh, be moved, feel tense, feel fascinated, feel excited…

Try flipping it or soften it or enhancing it (bring out the best the product has to offer.)

It could intrigue you…

And it can enhance the image

You are always working within a channel / brand tone of voice.

Some channels / brands even have a ‘word bank’ that tells you the kind of language they like to use as a guide for all copy.

E.g. “Season” / “Series” or “LOLs” / “Giggles”.

Three broadcasters talking about sport very differently

Four broadcasters approaching one film in very different ways.

Dave – The prefect example of a strong tone of voice.

They went from this to this

The shows they make reflect their tone of voice.

And are promoted as such…

They spend money just doing brand tone of voice.