Monday 8 June 2009

3 hidden costs of copywriting

When it comes to some things, you know it's best to get the experts in. Need a website? Call the web guy. Need a brochure? Call the designer.

Website building is a specialist skill, as is design. You don't learn it at school unless you choose the course. Unlike writing. We're all taught to write.

With limited money in the pot, copy is a ripe corner for cutting. However, be aware, there are hidden costs.

1. How much is YOUR time worth?
What isn't getting done because you're writing copy?
How much are you being paid while not doing something you're supposed to?

2. Are you delaying the return on your investment?

How long have you been putting off writing that copy? Are you holding up a campaign that could be delivering sales? Is your new website on hold waiting for your words?


3. Sure your copy does your company justice?

By developing your website, having brochures designed and printed, running a mail shot, you're investing in the future of your business. If your prospects leave with an impression of 'style over substance', that expense is wasted.


What you want to say shouldn't be an afterthought.
Strange how having something look right steals priority.

Friday 15 May 2009

Good news for a change

We still make stuff in this country. But, after the recession, we'll probably make less.

Let's face it, staying in business means moving manufacturing abroad for many quintessentially British brands. Royal Doulton for example, comes from further away than Staffordshire these days.


However, one of my more interesting clients of recent months firmly believe "Made in UK" is worth more to their brand than potential operational savings.


Sunspel have crafted superb quality t-shirts and underwear in Derbyshire for over a century. A brand favoured by the likes of Daniel Craig, Christian Bale and Charlie Watts, we're talking pretty cool stuff - not your average Marks and Sparks undies.


Anyway, this company looks like it could be a British manufacturing success story, despite the economic climate. Take a look at this video on BBC news and be inspired
http://news.bbc.co.uk/1/programmes/working_lunch/default.stm.

And finally, the lesson. Before you get too creative when cutting costs, spare a thought for your brand.

Friday 3 April 2009

Who can still afford wasteful marketing?


You may have noticed a big production ad campaign featuring Bruce Willis, Elle McPherson, Ringo Starr, Macaulay Culkin and others. Yes, Norwich Union feel the need to tell us they're now called Aviva in a big way. You' be forgiven for thinking some financial services providers must still be raking it in to afford such self indulgence.

Don't get me wrong, the company's "Happy" campaign is pretty good. Irritating possibly - but good, yes. It's product advertising promoting specific benefits in a memorable way.

However, the "building our business around you" re-branding campaign is a diamond dusted dog turd reminiscent of Abbey's "turning banking on its head" catastrophe.

The two ads so far have:

1. Compared the corporate name change to the impact of actors' stage names. Irrelevant.
2. Announced a bunch of overused and empty brand values that no-one really believes anymore.

Incorporating the re-branding into the "Happy" campaign would have made a stronger association in my opinion. It would have cost a truckload less money too.

What's more, with the running of financial institutions currently under close media scrutiny, such a wasteful and pointless campaign is a potential PR disaster. Particularly as Aviva have just announced they're cutting 1,100 jobs in the UK. It's obscene. Grrrr!