Part 3 of 4:
Can copywriting improve every aspect of your marketing, promotions, public relations, and advertising?
Yes. Especially if it’s used strategically.
You should take each and every opportunity to communicate with your market and advance your objectives — more sales, goodwill, expert status, confirming your value, staying top of mind, reminding your market you’re open for business, highlighting the fact your company is relevant.
Professional copy is the basic tool (weapon) that allows you to achieve these goals.
Here’s something interesting I found from a company that, by almost any measure, monopolizes it’s category in terms of “brain-share”: McDonald’s.
They spend billions of dollars in mass-media advertising. It looks like they also realize how valuable copywriting, on it’s own, and without the bells and whistles of TV production, radio jingles, or even fancy internet technology can further their marketing and business objectives.
On the Big Mac container (box) it is written:
1) “100% Beef”. Are they positioning that they use quality ingredients? Are they trying to infer they are a health conscious company? (compare if it said 80% Beef or 10% beef).
2) “What Makes Your Big Mac So Unique?
Maybe it’s how the double layer of sear-sizzled 100% pure beef mingles with the sauce and melty cheese, the snap of onion and the tart crunch of pickle. Or, maybe it’s just that it’s tall.”
That’s a lot of extra copy for such a small space. What it tells me is that even though they’re #1, and Big Mac is as American as apple pie, they’re working very hard to keep their position.
On the French Fry container it is written:
1) “Why are our fries the gold standard? Because only a select number of potato varieties make the cut.”
At first blush, this may seem like a simple thing (and it is). It may not seem important (perhaps not to you). When you read the copy, you may not be very impressed (that’s besides the point).
The Key: McDonald’s (a multi-billion dollar, global corporation) is working hard to stay relevant in the market place, dominate brain-share, confirm their value, generate goodwill, and increase sales.
The good news: It is simple for you to start doing now. It is so simple in fact, your competitors turn their noses up and ignore it’s power. Let them be so dumb and suffer from their mistake.
McDonald’s realizes copywriting can in fact improve every aspect of their marketing, promotions, public relations, and advertising. And now, you do too.
Want more copywriting ideas?
Short copy creates exclusivity
Filed under: copywriting copywriter, street smart marketing | Tagged: copywriting, low cost no cost marketing
