Top Reasons Why Great Copywriting Matters in Advertising
In a world where videos and photos are all but overtaking our collective attention spans, you might focus your marketing efforts more on painting a picture than you do crafting a beautiful sentence. After all, this is a common sentiment today.
But while design is one of the most aesthetically effective means of capturing an audience’s waning attention, you can’t discredit the power of storytelling and excellent copywriting altogether.
Here are our top three reasons why:
It Generates Influence
Perhaps a picture is worth a thousand words, but what is a social media post without its controversial caption?
What is a billboard without the few bold-print words that drive the brand’s story home with just a passing glance?
What is a beer commercial without the witty quips and jokes that actually manage to pull a chuckle from you?
In essence, how much emotional power are you relinquishing by not backing your brand image with creative copy?
“One of the most powerful things a copywriter can do is break down a reader’s guard with an unexpected approach,” Hubspot explains. “Every story has a myriad of angles — [their] job as a copywriter is to find the one that resonates.”
Visual imagery is integral within advertising but, without the right words to back it up, you’re losing out… on both impact and ROI.
It’s the Language of Audience Engagement
Particularly in a world that is becoming increasingly dependent upon digital interaction, your business’s success isn’t just about the leads that walk through the brick-and-mortar door — it’s also about the reputation you garner online through engagement.
Think about it: The nature of the feedback found in comment sections and reviews are capable of making or breaking some brands, as word of mouth is a powerful tool in the modern day and age. (Hello, earned media.)
Additionally, how you react to those messages — either in a DM or comment or through a larger, responsive campaign — contributes to this ongoing relationship between you and the consumer.
Thus, crafting copy that is specifically designed to appeal to your target audience through every step of the buyer’s journey is integral to your overall advertising strategy.
“In order to create copy that inspires … agency executives must conduct extensive research on how to craft a message that will resonate most,” according to Forbes. “This could range from creating buyer personas to determine the attitudes of those to whom the copy is catered, or speaking with emotion to build a deeper bond between company and consumer.”
It’s Your Brand and Your Story
When it comes to your specific brand, it’s worth asking: Who are you? And how do you want to be perceived by your audience and potential customers?
After all, it’s not all about buzzwords; rather, it’s about how you use both tone and voice to effectively communicate over time.
When you’re building your brand, you want to aim for authenticity and use the language that will best invoke your values and/or message. What’s more, you want that language to remain consistent across different platforms and copywriting mediums, thereby making you recognizable to consumers.
With “bad” or inconsistent copywriting, you might seem ingenuine or unfamiliar to your existing audience in new spaces. Worse, new customers might misinterpret your message, thereby feeling skeptical, let down, or as though they’ve been fed false promises through your use of language.
This is all to say, when an audience knows you, they can trust you and become repeat customers in the future. And the best way to be known? Is with strategic copywriting that is dedicated to consistent and comprehensive brand communication.
But if you don’t know where to begin crafting the right copy for your brand, don’t worry — Mad Men Marketing has got you covered!
Our research-driven agency consists of digital strategists and creative copywriting wordsmiths who specialize in optimizing your brand’s presence, be it online, through print collateral, or other traditional means of advertisement.
After all, we believe your copy should help you interact with your audience, not interrupt them.
So, are you ready to interact? If so, reach out to Mad Men Marketing today by calling 904-355-1766! We can help you grow your business through the innovative application of copywriting. You have our word.
Best Practices for a Creative and Productive Day!
As creators, we can’t always control our creative flow and, consequently, our productivity level. Fortunately for us, there are practices we can implement that just might increase creativity and production in our daily lives.
Here are a few that we recommend:
Get in Touch with Your Intuition
Albert Einstein called the intuition “a feeling for the order lying behind the appearance.” There are patterns in our daily lives, organic ways in which the world moves that we can tune into and harness for our own creations.
Tuning into this natural flow allows us to arrive at conclusions that just make sense. When you can’t find anything new in the patterns around you, ask questions about them. If this doesn’t work, it may be time to switch up your environment: go play.
Shake Up the Pattern
“Our brains are constantly changing, they’re adapting, they’re learning, they’re dynamic,” according to Dr. Sahar Yousef, a UC Berkeley-trained cognitive neuroscientist. “It’s truly a canvas, and you can change and manipulate, depending on what you’re exposing your brain to. You can create different associations.”
You don’t have to go as far as taking a vacation to the other side of the world, but maybe change up your routine a little bit: go for a jog before sunrise, take a drive through a different side of town, listen to a new artist or playlist. There are plenty of ways we can find new perspectives and patterns we never thought about before. Although these changes can spur creativity, it’s not always good for the production side of things.
Keep Your Work Area for Work
“What is important here is intentionality in the environments we choose to do specific types of activities,” Yousef says. So, while switching up your daily pattern can help spur creativity, keep your actual work area for focused productivity so that your brain doesn’t get confused.
When we start allowing copious amounts of emails, meetings, calls, or even meals to interrupt our productivity time, we are training our brains to multitask instead of focus on the task at hand. Set aside some time for these distractions outside of where you are productive so that when you get back to your productivity space, your brain knows it is time to focus.
Building Brand Emotion Through a Tagline
Does your brand connect with people emotionally? And If your brand was a person, how would you describe its personality to someone? These are important questions to ask. Your emotional connection with the consumer is integral when trying to establish your brand and identity.
There’s a difference between telling people who you think you are and inviting them into your story.
One great way to accomplish this is to create a “tagline.” A tagline is a concise statement that you can use to clearly explain what you offer or do.
That being said, a tagline is a bit different from a slogan. A slogan is typically a short catchy phrase used in a campaign, whereas a tagline tends to have a longer shelf life. It simply answers the question “What do you do?” or implies how the brand wants the customers to feel
Some of the most popular taglines are Nike’s “Just Do It,” McDonald’s “I’m Lovin’ It,” and Dunkin’s “America Runs on Dunkin’,” just to name a few. These are all successful taglines because they create a connection with the consumer.
Let’s take Dunkin’ for example. Their tagline makes an instant emotional connection with hardworking Americans who believe they need to be fueled throughout their day. This tagline is also included on or in almost all of their products and merchandise.
L’Oréal also does an impressive job of creating that emotional connection. “Because You’re Worth It” creates an emotional response by making it about the target audience and not the company itself.
Think about what the consumer feels and how you can make them feel appreciated.
Here are a few key suggestions when considering your brand’s tagline.
- Keep it short
- Make it memorable and easy to understand
- Make sure it flows with the name of the business
- Align it with your brand
- Showcase your brand’s key benefit(s)
- Encourage a positive reaction from your target audience.
And if crafting a tagline and subsequent marketing strategy is outside of your primary responsibilities or strengths, then it’s time to call in Mad Men Marketing!
As a full-service marketing agency offering a team of research strategists, creative experts, and social media aficionados, we’re ready and waiting to help you interact with your audience, not interrupt them.
So, are you ready to interact? If so, contact us today by calling 904-355-1766!
Parsing Through the Costs of the Macy’s Thanksgiving Day Parade
Originating as “Macy’s Christmas Day Parade” with live animals in 1924, the modern Macy’s Thanksgiving Day is a cherished hallmark of our country, garnering millions in both views and dollars every year.
Costing anywhere from $10 million to $13 million in production cost on an annual basis, families have a tradition of remaining glued to the TV as they watch wondrous floats followed by dizzying dancers and famous musical artists take spotlight after spotlight.
However, up until this year — when Peacock officially grabbed at the opportunity to be the one and only streaming platform to feature the parade — the event only aired on broadcast television, leaving marketers wondering whether it was worth the cost of sponsorship in a world that has been increasingly concerned with digital consumerism.
Our take on it? Absolutely, it still pays off. Here’s what to keep in mind:
The “Why”
Let’s face it: The Macy’s Thanksgiving Day Parade is here to stay.
Most would agree that simply partaking in the parade is an honor, offering companies the opportunity to showcase their commitment to American ideals and unity. And what better way to boost your brand reputation than to contribute to a national sense of holiday joy?
But warm and fuzzy sentiments aside, the reason a company might choose to participate as a sponsor of the Macy’s Thanksgiving Day Parade is simple: for the sheer amount of views they’ll amass.
This year, “NBC’s coverage of the Macy’s Thanksgiving Day Parade drew a total of 25.4 million total viewers and a 6.4 rating in the adults 18-49 demographic on Thursday across the live broadcast and encore immediately after,” according to Deadline.
What’s more, with holiday shopping on the horizon for most households, even an ephemeral appearance of your brand’s logo on a float may be all it takes to plant a spending seed in the mind of your potential customers.
The “How Much”
As large companies generate considerable returns on their investment following the Thanksgiving Day Parade, it makes sense that many would clamor to purchase ad space while the renowned parade airs live.
“In 2019, the network generated an estimated $49.2 million in ad revenue from the Macy’s Thanksgiving Day Parade, while The National Dog Show brought in $11.7 million and the prime-time NFL game … yielded $72.1 million,” as reported by AdWeek. “That’s close to $133 million in ad revenue for the three events.”
And comparing that to the aforementioned $13 million production price tag? Well, yeah, let’s just say that’s not bad at all.
That being said, for those looking to skip the traditional commercial ads and actually be recognized in one of the nation’s most beloved and non-controversial events of all time, businesses may also opt to sponsor the balloons themselves.
In fact, according to CBS News, brand new parade balloons cost sponsors approximately $200,000 each, or nearly $90,000 should they sponsor a returning balloon.
The Bottom Line
Okay, so maybe your business isn’t quite ready to tackle the Macy’s Thanksgiving Day Parade, but that doesn’t mean you can’t hold onto it as a big audacious goal of your own.
And if you’re ready to embark upon the journey that will carry you into the right direction of growth, Mad Men Marketing can help you get there!
After all, here at Mad Men Marketing, we are rooted in the belief that brands should interact with their customers, not interrupt them. And what better way to grow than to have measurable goals and research experts at your fingertips? From traditional marketing expertise to digital strategy, social media engagement and more, our team is ready and waiting to reach new heights of gratitude and success.
So, if you’re ready to learn more, contact Mad Men Marketing today by calling (904) 355-1766!
2017 NFL Mock Draft
1. Cleveland – Myles Garrett DE Garrett's feats of athleticism coupled with his good build will make this pick a lock regardless of whether or not Warren Sapp thinks he's lazy.
2. San Francisco – Solomon Thomas DE There are some people that are as excited about this pick as the one before it.
3. Chicago – Malik Hooker S We actually have no idea who this will be, and it almost certainly won't be a safety, but our head was spinning. What do you get the team that needs everything?
4. Jacksonville – Leonard Fournette RB In an ideal situation, this would be a strong offensive lineman draft class, but it's not so the Jags put the cart before the horse and draft an elite RB.
5. Tennessee – John Ross WR You can't teach speed. That's why Ross goes here.
6. New York Jets – Mitchell Trubisky QB Trubisky seems like the kind of eventual bust the Jets are fond of selecting.
7. San Diego – O.J. Howard TE Gates is getting old. Let him spend his twilight teaching the new kid how to become a Pro Bowl tight end.
8. Carolina – Dalvin Cook RB They need a RB and the best one is gone, but Cook's a heck of a consolation prize and could end up being the best of the bunch.
9. Cincinnati – Jonathan Allen DL We have him falling further than most people due to shoulder concerns, but what if you paired him with that Bengals interior line? Interesting…
10. Buffalo – Jamal Adams S Poor Jamal Adams… in this draft he'll be spending some cold months in snowy Buffalo as their box safety.
11. New Orleans – Mike Williams WR Now that Colston is gone, the ageless Drew Brees needs a big body with jumping ability to throw the ball to.
12. Cleveland – Deshone Kizer QB There has been talk about him being the best QB, but the same can be said of the top 3 QBs available.
13. Arizona – Deshaun Watson QB Carson Palmer and his top receiving threat are both over the hill. Time for a new man under center.
14. Philadelphia – Corey Davis WR Kinda' sounds like an Eagle doesn't he?
15. Indianapolis – Reuben Foster LB Despite his issues at the combine, the Colts need a guy like this.
16. Baltimore – David Njoku TE The top 2 TEs could be really good. Baltimore would do well to grab Njoku if he's here.
17. Washington – Cam Robinson OT With a guy that slings the ball around for 5,000 yards a year, you've got to protect him.
18. Tennessee – Charles Harris OLB Honestly, no idea who Charles Harris is, but a lot of people seem to like him in this spot. Congratulations, Charles.
19. Tampa Bay – Christian McCaffrey RB With the top 2 RBs off the board early, teams scramble to get the last “sure thing” and take McCaffrey.
20. Denver – Ryan Ramczyk OT This guy has tremendous talent and technique. Just kidding, never heard of him. Hope he's good though.
21. Detroit – Taco Charlton DE Saw this guy play in person and love everything about him, plus the marketing opportunities are endless. Good thing his parents didn't name him “Me gusta comida Mexicana”.
22. Miami – Forrest Lamp OG The highest rated guard from the lowly Western Kentucky Hilltoppers goes to the Dolphins.
23. New York Giants – Garett Bolles OT Congratulations to the Giants for drafting this far in the draft. Your reward… this guy.
24. Oakland – Haason Reddick LB – Oakland's putting together quite a little team. It would be nice to pair this guy with Mack for a sack attack that puts QBs on their back.
25. Houston – Patrick Mahomes QB – The Texans haven't had a QB since Matt Schaub. They need one.
26. Seattle – Tre'Davious White CB – The Seahawks have never been an offense first kind of team. Looks like the defense will continue to get good players here.
27. Kansas City – Chidobe Awuzie CB – The real reason we slotted him here is because his name reminded us of Tamba Hali and decided they need another guy with a cool name.
28. Dallas – Quincy Wilson CB – Could this be the year the Cowboys take a decent cover corner?
29. Green Bay – T.J. Watt OLB – If Watt added some weight to his frame, he may be worthy to wield Mjolnir….. we mean worthy of the name Watt.
30. Pittsburgh – Jarrad Davis LB – No Lawrence Timmons means the Steelers begin rebuilding at linebacker.
31. Atlanta – Adoree' Jackson CB – The Bellville, IL native goes to the Falcons who have historically loved athletic corners.
32. New Orleans – Takkarist McKinley DE – Not sure he'll fall this far, but the Saints would have to be stoked. Teach the guy some technique and he's off to the races!