Tell them what they want to hear!

The most important rule you'll learn on the Copywriting an Introduction course is the one that's ignored by most advertisers!

How many times have you watched a TV commercial that kicks off with the word "we"? It's a small word. On its own, it's entirely inoffensive. Yet it doesn't belong at the beginning of any advertisement - on TV, on paper, online or on any other medium.

Banks seem to be the biggest "we" mis-users - especially on their television ads. "At Allied & Consolidated Bank, we think you deserve a better deal / we work really hard to look after you / we take pride in our customer service..." (and so on for several campaigns). And thus is broken the cardinal rule of advertising right from the get-go

Why? Because the bank is telling you what the bank wants to tell you - which isn't necessarily what you want to hear. At best, these pallid, vague and rather insupportable statements have limited value - at worst, they're patronising and somewhat insulting.

What the bank should be starting off with is a statement that you want to hear - something like: "You deserve a better deal than other banks, and right here's where you'll get it."

Starting off with the word "you" immediately ensures that you're talking to the target audience, and setting them up to hear some good news - in other words, you're telling them what they want to hear.

Once you've done so, you can then get down to the business of telling them what you want to tell them - and then your message will be complete, well-rounded and memorable.

So if you remember nothing else on this course, remember this!

Before you tell them what you want to tell them, tell them what they want to hear!

Back to blogs

Why do it with the IDM?

Marketers who choose the IDM as their training partner make a real difference to their business, their customers’ lives and their own career.

The IDM is leading the ‘do revolution’

What counts today more than ever is not what you think, or even what you say, but what you can do. IDM qualifications and short marketing courses are designed for marketers who want to do more, faster, better.

Over the last 30 years we’ve trained over 100,000 delegates across 28 countries, from Microsoft to the BBC, John Lewis to Lego.

What will you do next in your digital, direct or data-driven career? Find out about IDM qualifications and training courses or IDM membership.

"The information was pitched at the right level for someone with limited stats knowledge so that I could understand the theory as well as the application"

Martin Radford,
Data Services Manager, CDS Global

Train Your Teams

Upskill your teams marketing capabilities with a tailored IDM training plan that suits your business

T-6a0e2d55-230c-42e8-a31c-10df0377a1f0-1.jpg Corporate Training

Enhance your career with the IDM

Your training partner in filling digital and direct marketing skills gaps, setting you apart as a doer

T-70b2be21-1173-4376-bbda-a80bd2ca6f3d-1.jpg Marketing qualifications

We use cookies to help enhance your experience and improve the functionality of our website.
For more details and help to manage your cookie options read our Privacy & Cookies information.

Close
Report a bug
X