Okay, this is a quick Monday post inspired by a walk the other day.
A great way to pick up copywriting tips whilst you’re on an errand or taking a stroll in town is to really study the advertisements around you.
I was walking in Brighton at the weekend and spotted a huge billboard for an Italian restaurant. The huge space simply said:
With a giant question mark over it. The name of the restaurant was in small writing at the bottom right hand corner of the billboard.
For me, this is advertising fail for a number of reasons:
- The advert does not tell me what I should do if I have a rumbling tum
- It equates their service to a “grab and go” experience rather than a restaurant experience – I do not know from the advert if that is what they offer
- The billboard is a good 10 minute walk from the restaurant. In between are a number of fantastic cafes and sandwich shops. I will forget this advert by then
- The billboard is in a great tourist area, but gives no directions to the restaurant
Somewhere, someone has spent a whack load of money on that advert and it could have worked a lot harder for them.
I’m being critical but this is a positive exercise. If I was writing that advert, how would I change it?
Tell the reader what to do and why
“Starting to feel peckish? In just ten minutes you can be relaxing with a drink and our complimentary bread basket as you choose from our delicious menu”
If your restaurant is “grab and go” – explain this
“Rumbling tum? Hot foot it to New Road where you can be wined and dined in 20 minutes, leaving you more time to see the sights of Brighton!”
Give the customer an incentive to remember you
“Mention “Rumbling Tum” to your server at our restaurant on New Road and receive a 10% discount on your order!”
Talk to your specific audience
“Just visiting? Just moments away from the shops, seafront and bars, our restaurant is the perfect place to really experience Brighton.”
And that’s just the copy. There’s plenty of space on that billboard to include directions, a map and photos of the restaurant.
So if you’re looking for copywriting inspiration for your adverts, take a stroll in the sun, grab an ice cream and look at adverts and billboards.
Which ones do you like? Which ones would you normally ignore? Try and pull them apart and see how they are appealing to people and pulling them in to their business.
Don’t worry about dissecting them too hard, just try and practice taking notice of other businesses’ advertising and you’d be surprised how much you take on board when it comes to your own.