Don’t stand so close to the brief

John Lewis have done one thing right when it comes to advertising. They’ve certainly got us talking.

Like a panicky pitch meeting, everyone has an opinion on their campaigns. They’re analysed, dissected, often sympathised with – who would want to be the copywriter handed that brief – you would? Yes, I know, we all would. But, I am certain that on the day an advertising creative gets handed the John Lewis Christmas Ad brief, somewhere a dove cries. Or a fox or a penguin. Or whatever.

Always be asking, ‘so what?’

Yet this new re-brand is a classic case of the client, the planners and possibly the creative team, being too close to the brief.

The point is, I don’t feel the whole brand awareness about their partnership actually matters to the consumer. And it all feels like old news.

What the consumer now wants is the signal that John Lewis aren’t a dying brand, and that our die-hard staples of old have something new and vibrant to bring to the table. Because let’s face it, to release this in a week that has seen redundancies along with the CEO of John Lewis talking about generational retail landscape change of the like that has never been known before, well. I’m willing to bet that the whole, ‘we’re awesome’ message just rings empty for most consumers.

What I really want to know is, how are you going to solve the problem of non-shopping? Now that is a proposition. Tell me how you can cure the ailing high street of its woes, and leave Brexit out of it. Britishness is being pedalled out by brands across the land right now.

The lazy post-Brexit vote brief

Just yesterday Vauxhall’s radio ad explained what ‘fomo’ was to me and how they are a British car maker. Good news for the ageing Brexit listener. Not so interesting for the rest of us who are likely to really cringe at it. I’d also wager this is the totally wrong demographic for Vauxhall. They need to think younger. But that aside, it’s a huge job to make people pay out for a high impact spend just because it is British.

Never underestimate your customer

Same goes for JL and Waitrose. I am target market, judging by their latest Bohemian Rhapsody advert. But as their new Waitrose direct mail suggests, I am not going to be making Baked Sea Bas with a Black Garlic Parcel this weekend.

No, I will be dipping into Sainsbury’s magazine telling me how to save money on meals whilst giving me what is one of the best educational children’s editorial I have seen  – the new Lego sticker album. Now that is a brand partnership with legs, albeit plastic ones.

Actually, the Sainsbury’s store I visited was awful inside and needed a total revamp. John Lewis and Waitrose may well have cleaner looking floors, but more is needed to boost customer loyalty.

Retail brands should start with the in-store experience to drive footfall – as indeed their Oxford Street revamp aims to do – rather than spend millions on shiny ads and rebrands that are simply unbelievable for the average consumer. John Lewis would do well to put the product back into its advertising and show the quality and price points to attract our attention.

There you go partners, you can have that one for free.

Ask, are you too close to the work?

I guess it helps that I’m coming at this with fresh eyes, but any copywriter worth their salt will have probably interrogated the brief and made this suggestion already. Sometimes, clients need to listen and know when to trust the professionals.

Unfortunately, for John Lewis, like the baked sea bass, this one reeks of blinkered thinking.

Let’s hope Christmas has something more to offer…

 

 

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International Women’s Day 2018

This year, I’ve resolved to up my networking and do more good stuff. As a creative copywriter, I think it’s important to find inspiration where you can. And while we might spend most of our lives in the digital space these days, real life is quite good too.

So, after booking onto a special networking event in celebration of International Women’s Day, I took a train to Shoreditch to catch up with She’s Back at Mother London. To be honest, I’d have gone to listen to people talk about paint drying, just to get my foot in the door of this brilliant building.

I’ve walked down Redchurch Street so many times and wondered what gems lay behind the Mother London doors of the illustrious Biscuit Building. The secret buttons that buzz to let you in through those darkened windows of an East End creative power house.

To finally be walking through those double doors was an inspiration in itself for me. I feel like I could be breaking a code of uncoolness here in saying it, but I’m going for it anyway. Mother was just as trend-setting as I’d imagined.

The walls had original artworks by the likes of Peter Blake and props adorned the entrance hall, all used in actual ads for the likes of brands such as IKEA. Staff are treated to free lunches every, single day. Not just on the Friday before pay day. They also get the day after Mother’s Day off as paid holiday. It ties in with their brand values and is frankly, an unexpected, quirky add-on. This is employee engagement with effortless ease.

If only all employers could be so forward thinking. Of the three members of staff whom we met, all three were working flexibly. Two had kids and were women, one did not and was a man, proving again that it’s not just mothers who want flexible working. Tom happens to be an ex-colleague of mine, so this was an added bonus; he uses his days off consulting with other start-up projects. Yes, I was suitably jealous and impressed by this fact, all at the same time.

Does your brand walk the talk? 

Mother London doesn’t just look good, it acts good. And as we all know, brands can often say they’re something without actually walking the talk. It’s just not good marketing. So it’s encouraging to see that the ‘world’s leading independent creative network’ as they call themselves, really are showing us all how it’s done. They’ve nailed the art of self-promotion, that’s for sure. And their work is utterly brilliant.

Right, I’ve got back up now, just had a little swoon there for a minute.

Back to the event. As a creative copywriter and brand strategist who has been working with lots of recruitment and business-to-business brands recently, I was here to get to know She’s Back, an organisation promoting women in business, and, specifically, one that’s aimed at helping women returners get back in the professional saddle. I also wanted to network and meet likeminded individuals and find inspiration to bring to my work.

Networking is work with value – unlike email 

It’s true that networking events aren’t every copywriter’s slice of shortbread, but I’m a firm believer that if you push yourself outside of your comfort zone, you’ll get something out of it.

Here are my main take outs:

  1. It’s karma not kickbacks

Networking might feel painful at the outset, particularly for anti-social copywriters, but once you start, it can actually be very rewarding in unexpected ways.

  1. Reframe your thinking

Don’t ask, what can these people do for me, but rather, how can I help these people? If a barrier is that people will just pick your brains, try to turn that around. For example, ask what younger, more junior people can do for you?

  1. Say less, say it slowly

Good presentation is just like good copywriting. If you use fewer words and take lots of breaths – full points are your friend – you’ll have more impact than if you say loads and don’t filter your message.

It was a great day but a little deflating to see that there are lots of women out there simply oozing with unfulfilled talent. WHY?

We’ve got International Women’s Day, so why haven’t we got jobs for the (senior) girls?

I’m lucky to be a freelance copywriter with lots of lovely clients, but until brands realise there’s massive potential in hiring senior professional women – women who have had their children and who want their next career break, possibly flexibly, possibly not – they’ll never quite be on the same level as the Mother Londons of this world.

Let’s face it, we might all be in the gutter together, but there are still only a few of us who are looking up at the stars.

Say it loud

Copywriting tip no. 92

When you’re writing, say your words out loud before settling on a final draft.

Everyone knows this, right? Whether we want to be known as the office loon, is another matter. In a busy work environment, you might feel a bit foolish suddenly speaking what you’re writing, but it is hugely helpful when sense checking and proofreading what you’ve written.

Mumble it, mutter it or splutter it.

Far better to seem like madness is setting in than make a mistake. Remember, grammar is there to be respected but sometimes the vernacular is necessary when writing good copy. If your copy is too stilted, it won’t sound natural or conversational and will actually turn customers off.

Good English or good copy? 

Grammar pedants aren’t always right when it comes to critiquing the written word. This is where a good copywriter can bridge the gap between writing compelling sales copy and correct use of English. For example, in spite of what your teacher may have said, starting sentences with ‘and’ or ‘so’ is permissible. But we all know this, right?

So if we know so much, why is writing great copy, so difficult? Unfortunately, some things can’t be taught. You’ve either got a knack for it, or you haven’t. When it comes to your business, it’s this knack that brings results. And that’s where I come in.

Get in touch if you need a copywriter to bring some copy magic to your communications. I’d love to hear from you.

 

 

 

 

 

 

 

 

 

Happy New Year

Nothing says ‘Happy New Year’ like a good grammar debate about syntax. I’m sure other copywriters will agree, the use of the term New Year can be a total room 101 moment.

So, should it be new year or New Year when it comes to good grammar? Should you capitalise New Year or should you keep it in lower case?

The answer is in the context.

If you use a greeting, followed by the downtrodden exclamation mark – yes, it is still good grammar to use one! – then you should use uppercase lettering.

For example: “Hi Jane, Happy New Year!”

But if you are talking generally about the new year, it should be lower case. Do not mix your cases! I’ve seen this a lot on Twitter recently and it’s guaranteed to turn every grammar pedant purple. No ‘Happy new Year’, please!

It’s a Proper Noun, dude…

The reason is that the New Year in ‘Happy New Year!’ acts as a proper noun and as such should be capitalised. When it is a common noun (usually preceded by an indefinite article or ‘a’) it is lower case, just like every other common noun.

…but it’s not always proper

But if you’re talking about ‘the new year’, this is where it gets a bit more tricky. Because you’re using the definite article. If the reference is talking about the actual event of New Year’s, it should be upper case, e.g. “The New Year’s performance was given by Robbie Williams.”

When common, think lower case

However, if you’re saying “Spend over £50 in the new year and earn more points”, it should be lower case, because it’s talking about the new year in general and includes more than one day in the reference.

And there we have it. Your copywriting new year lesson in how to suck eggs in 2017. Have a happy, healthy new year and remember, a rolling stone gathers no moss. So tap me up for some freelance copywriting. Or if you need any freelance tea making, I can handle that too.

 

You want to sound like who?

Oh if we had a pound for every client who wants to sound more like ‘Innocent’. All the country’s copywriters would now be installed on a sun lounger in Jamaica, sipping freshly squeezed tropical fruit drinks from a coconut. Take that Innocent Towers, now owned by Coke!

When brands talk the talk

When a brand is strong enough to know exactly who its audience is and where they want to be, they don’t have to try to mimic their competitors. Today’s audiences want disruption: they’re hungry for it – hell, they expect it. With media clutter at an all time high, it’s going to be a strong voice that cuts through the chatter. So if you sound just like everybody else, how can you make sure your marketing spend is being heard?

When a brand knows what it wants to say and how it wants to act, its tone of voice is a pleasure to devise. The hard part is standing out from the pack as you implement it. Consistency and a well thought out application is key. A great ad campaign needs to be supported at every channel with the same approach to well-thought-through messaging. For example, there’s no point being the no-nonsense supermarket in town if your website is completely baffling and beyond user friendly.

Nice words, but is anyone listening?

If marketers can apply a consistently strong tone of voice, consumers will take notice. One false step however, and it could all blow up in your face. So attention to detail is key, and now that everyone is a commentator, it’s more important than ever to ensure your copywriter is on it – all over it, in fact. We all write tweets and compose Facebook updates. But when it comes to your copy, let’s ponder on a wise marketer’s words: ‘just because you can, doesn’t mean you should.’

With the right mix of creative strategy and strong writing, there’s no reason why a brand can’t take bold steps to stand out from the pack. It just has to be brave and ditch the obsession with Fruit Towers. Who’s doing it well? Aldi, Lurpak, First Direct and Virgin spring to mind, but there are a host of startups getting in on the act, like Propercorn popcorn and Fever-Tree, a premium drinks brand. I could go on. I won’t.

 

 

Happy bloomin’ November

It’s that time of year, isn’t it? No, I don’t mean the lurgies, I mean the endless comparisons between Christmas adverts bursting forth on our screens. Unavoidable clashes of colour, noise and sometimes, if we’re very lucky, daring marketing decisions.

Storytelling is always key in copywriting, and using literal fabled characters from children’s literature only brings this into sharper view. So should we judge an ad by its budget or by its familiarity (as many of us dust off our childhood copies of Mog), or even by its ability to make us cry?

That’s the beauty of a good story, isn’t it? We make of it what we want. Who doesn’t love a big idea? But what feels really clever to me, is a killer line. Not a shoehorned line that happily matches up to a big idea, but a line that was born with the idea. I like to see a copywriter taking their idea by the adjectives, the sleight of hand, the alliteration or the very punch of that eureka moment and turn it into something fantastic.

An ad is only as good as its proposition of course; there are lots of other stars that must align to make it brilliant, like the strength of the agency, the marketing department, compliance, budgets, lead times and so on. Anyway, that said, people have to like what you make.

So here’s a round up of the top yuletide lines of 2015…

“Spare the act this Christmas”
Curry’s gives you Jeff Goldblum. It’s real, punchy, direct and, dare I say, funny. I’ve put a Jeff G on my list. Everyone should.

“Christmas is for sharing – Sainsbury’s supports child literacy. Save the Children”
This is the follow up from last year’s trenches advert for Sainsbury’s. Last year, we were supporting the Royal British Legion, this year it’s Save the Children. Cue massive shoehorn time – perhaps they borrowed one from John Lewis?

“All your favourite things”
Simple, catchy, festive. A great family tune AND a killer line. Nice work Aldi.

“Whatever makes your Christmas, make it with Waitrose”
Ooohhhh. May I sigh in wonderment for a moment? Look at the way they’ve used the same word twice and got away with it! *rubs thighs*

“Show someone they’re loved this Christmas”
Nice line as lines go, but is the insight actually quite right? I mean, really right? The link I made is that we need to spend money to show people we care, and quite frankly, that doesn’t sit so well. So…no prizes for guessing the ad.

What do you think, fair reader?! Any more great lines out there? Feel free to share and comment below. Meanwhile…Happy bloomin’ November!

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