In advertising, this question is the Holy Grail.
Most consumers view ads while various purchasing scenarios form in their minds, blithely unaware of The Question, or its relevance to their internal buying mechanism. They don't need to think about drawing air into their lungs in order to breathe, nor do they need to ask What's In It For Me in order to need the answer.
If I, the copywriter, don't address What's In It for Me (the consumer) in my writing, the likelihood of a sale is as much about luck as it is about the product's quality or value.
What good is a lesson in Marketing 101? Think of the real world applications:
You want to golf with the guys/gals ... "Honey, why don't you sleep in this Saturday? After I shoot a few holes with the guys, you and I can have a nice lunch at (name a restaurant your significant other has been wanting to try)."
You want your son/daughter to do his/her homework ... "Keep up with your assignments and you'll live to see another day."
I think you get it. I'm always interested in hearing about creative applications, so don't be afraid to share.
Until next time....
Sunday, August 26, 2007
Sunday, August 19, 2007
On the First Day
You made it. That's good, I'd hate to be writing to myself at this hour (12:50 a.m. and ticking).
Meet your host, Mike Spanjar, copywriter to the movers, marketers and propaganda makers. That's me, the guy pitched back in front of his 22" widescreen, eyeglasses, wrinkled white pinpoint oxford. And just look at you ... very striking. Intelligent too, I'll bet. We're going to get along fine.
On the first day, Mike (that's me again) created this blog. Writers can't help writing, even though we do it all the time and could use a break. Pumping creative iron feels good, and a blog works a different set of muscles. Ever meet one of those dudes who only works on his upper body and has legs like a pimply 14-year-old computer gamer? Yeah – weird. Copywriters need a diverse exercise regimen, or they risk being one dimensional and – weird.
So now that I've got you glued to the 274 billionth page on the web, I'll go over the rules.
Rule #1: No typos, no awkward grammar, no manual of style. Even at this late hour, I'll keep it professional, just not perfect.
Rule #2: There will be no more rules.
I appreciate the visit, and hope the ramblings of a copywriter can keep you engaged enough to keep coming back for more. If you like what you see and feel the need to hire me, I am available on a freelance basis for marketing, SEO, PR, product manuals, and bar mitzvah speeches.
That's my time.
Meet your host, Mike Spanjar, copywriter to the movers, marketers and propaganda makers. That's me, the guy pitched back in front of his 22" widescreen, eyeglasses, wrinkled white pinpoint oxford. And just look at you ... very striking. Intelligent too, I'll bet. We're going to get along fine.
On the first day, Mike (that's me again) created this blog. Writers can't help writing, even though we do it all the time and could use a break. Pumping creative iron feels good, and a blog works a different set of muscles. Ever meet one of those dudes who only works on his upper body and has legs like a pimply 14-year-old computer gamer? Yeah – weird. Copywriters need a diverse exercise regimen, or they risk being one dimensional and – weird.
So now that I've got you glued to the 274 billionth page on the web, I'll go over the rules.
Rule #1: No typos, no awkward grammar, no manual of style. Even at this late hour, I'll keep it professional, just not perfect.
Rule #2: There will be no more rules.
I appreciate the visit, and hope the ramblings of a copywriter can keep you engaged enough to keep coming back for more. If you like what you see and feel the need to hire me, I am available on a freelance basis for marketing, SEO, PR, product manuals, and bar mitzvah speeches.
That's my time.
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