Isn’t there a lot of talk about storytelling these days? Marketing gurus stress its importance. Apparently, 80% of UK adults want brands to tell stories as part of their marketing. There are now annual surveys of the Best Storytelling Brands. And a recent forecast on Campaign Live, The Year Ahead in Creativity, predicted that, once again, ‘the best story wins’.

So what’s new? Brand advertising and DM copywriters like me have been telling stories for decades. All the best commercials have a narrative structure. Many are like a good joke: an intriguing story followed by a surprise ending.

What seems to be driving the talk about storytelling is the proliferation of online content. We are all overwhelmed with information. And the best way to stand out in this sea of content, and interest your audience, is to weave your facts and figures into stories – narratives that involve people, contain drama, and touch emotions.

Shinola: a fascinating story in a rather dull sector

Some friends of mine are preparing to launch a clothes brand, and they want to make their start-up story the best it can be. So I recommended they study a company that’s done a great job telling theirs: a watch manufacturer called Shinola. Now, there are quite a few watch brands, aren’t there? And unless you’re a real horophile, they tend to blur into one big mess. There are exceptions, such as Rolex, which runs all those ads about famous rich people who own one. And Patek Philippe, which has a long-running and, in my view, excellent campaign about its watches being heirlooms that are passed down through families. Also, last year Apple launched its watch, which is fundamentally different from traditional watches that just tell the time. By and large though, not many watch brands left an impression in my mind until I heard about Shinola.

In essence, Shinola’s story is this: a mechanical watch made in Detroit. Now, there’s something that stops you and makes you think. Detroit is, of course, famous as the city that used to be America’s car-making capital, Motor Town, but went into seemingly terminal decline. In recent years, we’ve heard of attempts to revive the city. Still, Detroit isn’t a place you’d expect watches to be made. Which makes Shinola interesting. It draws you in to find out more.

Watch Shinola’s inspiring story below:

 

Now you can understand why President Obama was proudly showing off his Shinola watch to reporters last week – in itself another fascinating story:

President Barack Obama points to his watch as he leaves a tour of Shinola, a domestic manufacturer of watches and other goods, Wednesday, Jan. 20, 2016, in Detroit.

President Barack Obama points to his watch as he leaves a tour of Shinola, a domestic manufacturer of watches and other goods, Wednesday, Jan. 20, 2016, in Detroit.

 

 

 

 

 

 

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Less is more?

July 20, 2015

When copywriters write headlines, endlines and slogans, we normally try to keep them brief. Our thinking is that short lines are more likely to grab the reader’s attention than long ones. And like a small snack, short copy is easier to digest than a mouthful of words. Short is simple. Less is more. That’s why we try to chop every unnecessary word from our copy. But . . .

Less can be less

Sometimes, writers are just too brief. I recently saw a tagline for a personal cloud storage brand that just said “Absolutely”. That’s all. It was simple, I’ll grant you, but rather ambiguous (Absolutely what? You could take the word to mean a number of things).

And then there are ads with one-word headlines. In my view, they rarely work. One word, big and bold, is  likely to catch your attention. But it needs to be unusual (e.g. one you’ve made up) or shocking, like an expletive. Otherwise it won’t draw you in to read the body copy where you’ll learn what the ad is about.

The following print ad, from Uruguay, doesn’t have any words, other than the logo:

Art Director: Rafael Ramírez (no copywriter credited)

Art Director: Rafael Ramírez (no copywriter credited)

 

 

 

 

 

 

 

 

Do you understand the ad above? I didn’t. But then I saw the following version, with words:

Hyundai with copy (Medium)

Translation: “Don’t lose control for a message.”

 

 

 

 

 

 

 

mmm

Don’t you think it’s better with words? I think the earlier version, without any copy, while simpler, doesn’t communicate as effectively. It’s a case of less is less: less copy, less effective communication.

Of course, ads with no words at all can work very effectively, as the following example, from Mexico, shows:

Copywriter: Abraham Quintana

Copywriter: Abraham Quintana

 

 

 

 

 

 

And more can be . . . more

The other day I stumbled upon the following headline for a clothes shop:

Screen shot 2015-07-20 at 10.58.40

 

 

Great line, don’t you think? Most clothes shops wouldn’t bother with the second sentence. And some designers would want to get rid of it too, because they’re obsessed with the notion that less is more. But that headline is an exception to the rule. The second bit makes me smile. It forms a connection between me and the shop owner. It makes me want to go in and check out the sale. In this case, more is definitely more.

 

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Data and technology help you reach your audience. But are they enough to convert them?

Google knows you’re reading this. Amazon is about to recommend the boxed set of Mad Men, the final season, to you. And Facebook has decided the name of the child you’re having next year (just kidding on that one).

Isn’t it amazing what technology can do?

Not all of it is helping us. Every once in a while you see news items about how it’s taking our jobs, accompanied by a list of professions it’s replacing. I always check to see if copywriting is one of them.

The changing ad industry
Technology has dramatically changed the way agencies operate since Don Draper’s day. Not only does everyone now work on a computer; some practically live in front of their machines, eating meals and putting on their make-up and deodorant. And digital marketing has created all sorts of new agency roles, too – developers, UX and social media specialists are just some of them. Yet there are no more secretaries, and no researchers either, because everyone has Google. And there are fewer printed things, such as proofs, for us to check (still, I’ve never seen the paperless office computer marketers promised us 20 years ago, have you?).

Technology has also changed what agency people do. Now, in addition to ads, we make websites, apps, online direct marketing, and “content”. When we create campaigns they have to work across all sorts of media, from digital posters to social. And everything we do is more precisely targeted than ever before. Recently I had to write web copy that would change according to the device users were reading it on; so iPhone users would get one message, Android owners another.

The ascendance of Maths Men
Technology has become essential for helping us reach our increasingly fragmented audiences, which brings me to Sir Martin Sorrell’s “Maths Men”. These are the people who use data and algorithms to target customers – a skill the marketing world appears to value above all others.

Just recently, the British entrepreneur (and former adman) Luke Johnson commented on the state of the industry in a Sunday Times article, titled “Silicon Valley robber barons tuck into Mad Men’s lunch”. He said: “Today advertising is based less on creative faith, more on analytics.”

But some of us creatives wonder: is planning and buying your media more important than what goes into it? Is the media “impression” more valuable than the brand idea, the quality of art direction, design and copy?

Your customers aren’t machines
Using technology, you might be able to track me down in my bathtub and know when is the best time to talk to me about my pension, a new car or whatever you’re selling. But what are you going to say to me? And how are you going to say it?

Your highly targeted ad/content is worthless if it doesn’t interest me.

When your algorithm finds me, it needs to do more than just hit me with a relevant message. Whether you’re using digital posters, social media or other media, you have to engage me and make me feel something. I need to be surprised, charmed, inspired, made to think differently.

Could an algorithm write your copy?
Have you read copy written by a robot? The following is a piece generated by an LA Times algorithm last year:

“A shallow magnitude 4.7 earthquake was reported Monday morning five miles from Westwood, California, according to the U.S. Geological Survey. The temblor occurred at 6:25 a.m. Pacific time at a depth of 5.0 miles.

According to the USGS, the epicenter was six miles from Beverly Hills, California, seven miles from Universal City, California, seven miles from Santa Monica, California and 348 miles from Sacramento, California. In the past ten days…”

Informative, but not very exciting, is it?

Human-to-human marketing
One approach that effective advertising uses is humour. Why? Because it breaks the ice between the advertiser and their audience, and allows a conversation to begin.

Two years ago, technologists at Edinburgh University used a computer to generate jokes that were then judged by humans. One of the judges, a professional stand-up comedian, admitted that the jokes were funny, but added:

“Jokes aren’t just about making people laugh, they are about making people connect with other humans – and computer jokes don’t do that.”

Yes, the Maths Men are great for helping you reach your audience and talk to potential customers as individuals. But ultimately, it’s the Mad Men who will do the hardest part of the job: connecting with your audience’s emotions and enthusing them about your brand.

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How to avoid a £9 million copy mistake

February 14, 2015

What is the letter s worth? About £9 million according to recent news. That’s how much Companies House has to pay out to settle a law suit. Apparently the government agency mistook Taylor and Sons, a previously financially-sound, 124-year-old Cardiff company, for Taylor and Son, a firm that ceased to trade six years ago. The […]

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How well do you know your audience?

January 18, 2015

As good marketers and their agencies know, there are two essential bits of information copywriters need before starting work: 1.        A description of the people we’re selling to (your audience or market) 2.        What needs to be said to those people (your proposition) Pretty basic, you say? Well you’d be surprised by a lot of […]

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Why can’t B2B be more like B2C?

January 28, 2014

Think of a consumer ad campaign, current or past, that you like or maybe even love. Easy, isn’t it? Now think of a business-to-business one you have similar positive feelings about. That’s harder, wouldn’t you say? Apart from IBM campaigns over the years, there are few b2b brands that have made an impression on me. […]

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How to give your direct mail piece a fighting chance

September 2, 2013

There’s so much talk about digital these days, you might think traditional (paper) direct mail just crawled away into a corner and died. But, like radio after TV came along, paper DM is still here. If my letterbox and workload are anything to go by, there’s still plenty of DM landing on Britain’s doormats. I […]

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Four things marketers can do to make their lives easier

February 13, 2013

Ever heard of Hutchison Whampoa? It’s not the catchiest name for a brand. Especially for one that arrived late in the UK mobile phone market. So when the Hutchison Whampoa company launched a new mobile brand here, they had the good sense not to use their name. They knew they needed to stand out from […]

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Could a copywriter have saved HMV, Blockbuster and other high street chains from bankruptcy?

January 24, 2013

Creatives don’t think like chartered accountants. Most of us don’t know how to run a big organisation. We don’t know what management consultants know. Even so, we can and do see things that so-called business experts don’t. Coming from outside a client’s business, we have a fresh perspective. We get to know their business and […]

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Can you sell absolutely anything?

December 5, 2012

There have always been niche markets for bizarre things. Believe it or not, some people want to buy wolf urine. Apparently it’s good for warding off deer. Which is why it’s for sale on Amazon. And there are willing buyers for practically everything offered on eBay. One of its customers bought a man’s entire life […]

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