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Das sagte:
Bob Bly, Texter
«Most business-to-business ads are moose. Strained through too many layers of management, badmouthed by engineering, blue-penciled by the ad manager, and rewritten by the president's nephew, the end product in ineffectual, weak, watered-down prose.»
«Checklists can be used to stimulate creative thinking and as a starting point for new ideas. Many manufacturers, consultants, technical magazines, and trade associations publish checklists you can use in your own work. But the best checklists are those you create yourself, because they are tailored to the problems that come up in your daily routine.»
«A few products categories – liquor, soft drinks, and fashion, for example – can be sold with an attractive photo, a powerful headline, and a minimum of words. But most items – automobiles, computers, books, records, telephones – require that the reader be given a lot of information. That information appears in the body copy, and for the ad to be effective, the headline must compel the reader to read this copy.»
«The Northwestern National Bank in Minneapolis wanted to know if people read booklets mailed by the bank. So they included an extra paragraph in a bookled mailed to a hundred customers. This extra paragraph, buried in 4,500 words of technical information, offered a free tendollar bill to anyone who asked for it. How many bank customers requested the free money? None!»
«Simple words communicate more effectively than big words. People use big words to impress others, but they rarely do. More often, big words annoy and distract the reader from what the writer is trying to say. Yet big words persist, because using pompous language makes the reader or speaker feel important.»
«Some copywriters try to hook the reader with clever phrases, puns, or irrelevant information, then save the strongest benefit for a big windup finish. A mistake. If you don’t hook the reader with the strongest benefit – the most important reason why he or she should be interested in what you’re selling – the reader won’t get past the headline.»
«Copywriters are salespeople whose job is to convince people whose job is to convince people to buy products. But don’t be disappointed. When you begin to write copy that sells, you’ll discover, as I have, that writing words that persuade can be just as challenging – and exciting – as writing a poem, magazine article, or short story. And it pays a lot better, too.»
«The first sentence of your letter is the most important one. This sentence signals whether there is something of interest in your letter or whether it is worthless junk mail to be thrown away without a second glance. The lead must hook the reader’s attention, but it must also entice him to read further.»
«Working on the client side is excellent training for an agency career. Not only will you build a portfolio of published copy, but you’ll gain an intimate knowledge of the client’s business and of how people on the client side think and feel. Most copywriters without client-side experience have very little idea of what goes on inside the client’s mind or how the agency’s work is really reviewed and approved.»
«Occasionally, a revision will sharpen and improve the copy. But honesty compels me to admit that 99 out of 100 times the original version is better than the copy that is published after that ad has gone through the numerous layers of corporate approval.» |
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