Have you heard of the lumberjacks?
There were two of them. We know that they chopped wood together. We also know, they start at the same time and clock out of work together. The lumberjacks looked identical. The only difference was their coloured shirts. One was wearing red, while the other was wearing green. Every day around noon, the green lumberjack would disappear for an hour. Once their lunch break ended, both lumberjacks would continue chopping wood.
And every month, the green lumberjack would chop more wood. This went on for a couple of months. Until the red lumberjack had enough.
“I don’t get it. We start chopping at the same time. We end at the same time. Every darn day! But how are you chopping more than me?” the red lumberjack questioned.
After a short pause. “Well, did you notice me disappearing for an hour or so, around noon? Like yesterday?” the green lumberjack responded.
“Yeah, I noticed. What’s that about?” the red lumberjack, increasingly confused.
“That’s when I go home to sharpen my axe.” the green lumberjack patted the axe at his side.
This story teaches us about being prepared. Do it well, and you’ll have excellent results. And it’s also the secret to success, which many copywriters hate.
How a copywriter sharpens his axe
Before I write, I would spend my time reading. I would go on the internet, Google information regarding my work, and just read. Usually, I’d spend a day doing this.
This is called research. And there are three categories to it.
The first category is client research. I would read about their company, story, product, service, brand, and social media presence. I’d also look at the kinds of advertising they’ve done.
The second part is audience research. I would go where the audience hangs out. Platforms where they talk to each other, gossip, complain, or suggest alternatives. I would read about what they do, what they say, and how they feel.
The third category is competitor research. I would first list down which brands can be considered a competitor. Then I read about them.
This prep work, is where most of my ideas come from. I do it similar to David Ogilvy’s process of ideation. It goes something like this.
First, fill up your brain with an abundance of relevant information. As much as you can. Then, unhook your rational thinking. You can do this by playing games, going for a drive, or indulging in your hobbies.
After some time, a big idea will come out of your subconscious. The result of which is good advertising. Advertising that grabs and holds attention.
Lousy advertising, how it looks and sounds like
After five years of research, it’s easy to tell which advertising had good preparation and which did not. It has a specific sound. Let me explain.
I once brought my wife out for lunch in Subang. It’s this cosy place called Jibril. At the time, the place was packed. And we were sandwiched between two couples. We had our table, for sure, but the other tables were pretty close. You can hear them.
It’s a one-sided conversation
Nobody likes an eavesdropper, so I tried my best to ignore it. But it was impossible.
“Oh, that’s nice. Yeah, I travelled there before.” the guy said. And picking up on the word travel. The girl started to unload everything about herself tied to the topic of travelling. Just like when you click on a keyword, ads rush to you.
The rest of the conversation devolved into a one-sided conversation. The guy, shifting in his seat, was uncomfortable. You could feel it in the air.
Sensing she had messed up, she tried to salvage the situation. But alas, it was too late.
I still do hope they have a happily ever after.
Is bad advertising, advertising?
If you had asked me what’s the worst copy I’ve ever read, I wouldn’t know. Until now. Here is the worst copy I’ve ever read: “Pakai produk Kak Ell.”
It was plastered on a giant billboard. This advertisement did not advertise, as its only purpose was to boast. Nobody likes a show-off. Especially a show-off who assumes they’re the best thing ever to happen.
Bad advertising is not advertising. It is a one-sided conversation. Focused on desperately pleading to the audience, to trust them, they are worth your time and money.
How you tell matters
You see, selling is like dating. As you start out, you have no clue what to say, and you want the buyer to notice you. It will even be a bonus if they like you.
And your first instinct is to show how great you are. So does it work? 10 out of 10 times, it doesn’t.
Not for the reason, you may think. Of course, you should tell them what you have to offer. But how you tell them, matters.
It’s every copywriter’s dream to write for a product they believe in. A product, so fantastic, you have an endless supply of ideas to sell it. It’s half the battle won. Why?
A million or so products land on a copywriter’s desk. Most of them are poorly made or average. It’ll take a lot of digging to understand why it exists. But, when the product is clear on its value, that’s a battle won.
The second battle to be won
With research, the first thing you realise is, buyers don’t care about you. They don’t care what you think, what you feel, what you believe. They are absolutely selfish. But with good reason.
Every day, a person is bombarded with 4,000 to 10,000 ads. There are ads wanting you to buy something. Then you have ads that waste your time and attention. Consumers have built a high tolerance for ads. This high tolerance has a name. It’s called indifference.
So copywriters study and work hard to turn an indifferent customer, into a customer that cares and participates. A customer who knows this product solves their problem. And most importantly, fits into their lifestyle.
How a good ad sounds like
I can sum it up in one sentence. Here it is:
It is an honest suggestion from a friend or a family member.
A few months ago, I made a trip to Penang. My wife and I would just talk about anything and everything. There are many things I’m passionate about, and she’s very opinionated. Which makes our discussions unfold like a presidential debate. Especially about specific things. Like the merits of assimilation.
I don’t remember what I was talking about. But there we were, going back and forth about something. Suddenly, she went silent. After a few seconds I realised, I was talking to myself.
It’s clear and direct
“Sorry, I was caught up with an ad we just passed.” she said. “I think it was really good but can you judge it for me?” she continued.
Dear reader, I was still processing the fact a billboard ad, of all things, stopped my wife from paying attention to me. So my curiosity skyrocketed. I have to hear this.
“Oh wow. Okay, what was it?” encouraging her to continue.
“Sakit otot? Saya pilih Heurix’s.
The question took up most of the billboard, and the next line was under it. Heurix’s wasn’t written out, but it was their logo.” she shared.
“And you still remember it?” I asked.
“Yes, I do. I can’t stop thinking about it. It was very clear. And direct!” She expressed.
Realising this ad was brilliant, I told her, “Then it’s good copy.”
Sharpen your axe, and you can chop any tree, anywhere
The brilliance of this ad is not by accident. It’s a consequence of good research.
Understanding the many factors at play when it comes to writing for a billboard. The copywriter didn’t leave anything to chance. Instead, he or she made sure to increase as much as possible, the likelihood of success. Here’s why.
Billboards on a highway are often ignored. The average driver has 5 seconds to make out the message. Before they can finish reading, they realise it’s a waste of time, and forget it. Couple that with the fact, your audience is heavily engaged in driving—an activity with high risks, involving the lives of every driver on the road.
So, what can you say effectively, and quickly, in a setting where the audience does not want you?
You make your message short. You make it huge. You make it clear and direct. And by doing so, you’ve earned yourself 10 more seconds than the average billboard ad.
So keep in mind that for every ad that made you buy, there is a copywriter behind it who isn’t shy to do the research. Working hard to write honest copy which probably sounds like a suggestion from your friend or family member.
