Think that your investment in a wraparound Straits Times or TODAY ad is going to save your business? How about that huge poster in the MRT station, where gazillions pass by every day. Well, think again. Without good copy, the most in-your-face, eye-popping, jaw-dropping advertisement is going to just go down the drain. Seth Godin
puts it very elegantly in this post:
Top Two Best Times to Invest in Good Copy
Time 1: When you're going to spend more than $100,000 on a newspaper ad, it's probably worth spending a few hundred bucks to write a good one.
In case you're having trouble reading the small white print against the faded blue background, here's an excerpt, "It’s time to truly experience high definition. It’s time to finally understand what 1080p really means. The Blu-ray® Disc way. The Sony Way." I won't even try to decode the headline.
Time 2: When you are only spending $50 on a Google AdWord or $100 on a direct mail campaign, if it works, it'll pay for itself. And then you can buy more.
Either way, copy pays.
Labels: advertising, copywriting, marketing, Seth Godin