Tag Archives: copywriting

Sacred Grounds is good

Sacred Grounds Organic Fairtrade coffee have launched a very cool campaign promoting their ‘good’ coffee. The concept is based around the idea that Sacred Grounds coffee is good, “so you don’t have to be”. The campaign uses a mix of clever copywriting with beautiful typography to produce a seductive and humorous outcome.

The success of this campaign (by The Campaign Palace) is largely due to Sacred Grounds taking a risk. Instead of sticking to safe, monotonous messages about the good qualities of fair-trade, they’ve added a risqué twist that adds fun and gives depth to the brand. They’ve even got away with using the word ‘be-atch’!

Love it?

Yours in ads,

Anya

 

Choose your words carefully – they could change your world

Words have more power than people give them credit for. In fact writers often scroll through hundreds of words before finding the perfect one, the one word that encapsulates their message completely and correctly.

It’s no surprise then, that effective cut-through communication relies on the mutual understanding of those words and their intended meaning by both sides in the communication equation – sender and receiver. We often forgot that with the rise of social media it’s not enough to simply send your message out into the world; it needs to be understood quickly so it can be processed and acted upon even quicker.

I saw a video recently of a homeless man on the street, his sign saying “PLEASE HELP, I’M BLIND”. He had a few people stopping by and giving money, but nothing that would greatly ease his suffering. He had the right message, but the wrong words to create action in his audience.  His message wasn’t cutting through all the other market place noise.

The clip continues as a professional woman comes into shot. She pauses, picks up his sign. You see her hastily writing something, but you’re unsure what. The homeless man touches her shoes as she puts the sign back into position beside him. The scene changes and more donations are being given to help, the homeless man scrambling to capture all coins in his tin. The professional woman returns after some time and the homeless man recognises her by her shoes, which he’s felt again. He asks with genuine sincerity and appreciation, what did she do to his sign and her reply? “I wrote the same, with different words”.

She used the right words, in the right context to create cut-through communication and connection between sender and receiver, and the effect in this demonstration was profound. Imagine if all your communication was received this way.

Brio Group can help you find the right words to achieve cut-through communication in the busiest of marketplaces. We also offer helpful hints on writing better Press Releases, creating copy for your ads and understanding the rapidly growing business benefits of social media.

Yours in 355 specifically chosen words,

Sheri

They don’t make them like they used to…

I loved …Paul’s post last week of Back to the Future: a photograph concept. Photographer Irina Werning recreated old childhood photographs, with some very goofy results. This got me thinking – isn’t it great that we live in 2011?! The advertising strategies and fashion in the 70s and 80s is something quite unbelievable, but my goodness it’s fun to look back on them for a laugh! Here are some great advertisements from the 70s that will make you thankful it’s 2011. Some of the copywriting is just brilliant!

So if you’re flipping through a magazine and see a particular ad that defines today, keep it somewhere safe. Who knows, we could look back in 40 years time and have a good laugh at those flip phones, big cars or bright clothes and wonder what on earth we were thinking!

Enjoy!

Yours in loving the present,
Tara