Advertising, Marketing & Branding
Copy that sells is no easy task. To be effective, its first few words must catch the reader's interest with enough "tug" that it stops the reader's eye and compels he or she to read on. First, it has to establish viewer interest. Second, it needs to give the reader pause for thought. Third, it must trigger action on the part of the viewer. Ideally, an impulse-driven phone response, web chat outreach or online order commitment are elicited from the reader that reward effective advertising and marketing copywriting with the desired response. Writing for branding, on the other hand, seeks to imprint an image, feeling or perception in the mind and/or heart of the reader that sticks and lodges a positive and permanent reader impression.
Excerpt:“Many years ago, a very special batch of cookies was baked for friends in a small southern California kitchen. Strolling into the sunlight with a half eaten cookie in his hand, a happy neighbor smiled and whispered: “a little bite of paradise.” And with that, “Cookie Muncher’s Paradise” was born. From the first cookie freshly made and sold at a tiny cookie stand, to every cookie baked today in locations around America, the ingredients of Cookie Muncher’s products are the very best. Our bite-sized “Chippers” are a totally unique chocolate experience. We bake them daily, using a secret recipe of quality ingredients, including tons of Nestle’s chocolate chips.”
Excerpt:"In the development of an all-terrain bicycle, decisions are made which determine the degree of quality and cost of production. Sometimes these two considerations are in conflict with one another. The achievement of quality requires a special investment in labor, study, and expense.
At Asahi, quality is our method. Each and every Asahi bicycle represents a commitment to its owner; superior performance, state-of-the-art construction, uncompromised design.”
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Excerpt:"You’re home from work and dusk is approaching. But there’s still sun in the sky and enough time for a bike ride. Take the Palisade! To the beach or the trail — or the hills or just down the road. With wind in your face and freedom in front of you, the demands of the day are replaced with immediate fun.”
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Excerpt:“Horsepower. Dependability. With race engines, some say these two words are opposites. But at Ed Pink Racing, they’re partners. For over forty years, the specialists at Ed Pink Racing have produced Engines that win races decisively, and live another day to repeat the deed, again and again. With Ed Pink precision engineering, our engines go fast, and they last.
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Excerpt:“Leading off the ‘Triple Crown’ of world endurance sports car races each year, January’s Rolex Daytona 24-hour event puts cars, race drivers and support teams to the ultimate tests of speed and staying power. First inaugurated in 1959, this extraordinary compatition pits the best of the best in USA and world sports car racing against fellow competitors for 24 grueling hours, day and night, rain or shine.”
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Excerpt:“Bursting upon the USA racing scene in early 1962, the dynamic Shelby Cobra was immediately formidable in SCCA and professional endurance racing. The brain child of one Carroll Shelby, a chicken farmer-come-fast-car enthusiast from west Texas, the Cobra proudly bore Shelby’s last name and created impact in its every photograph, car show, and racing event.”
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