They’ll put any old shite online if you pay for it. Like the livestream pictured above. That’s comedian Benjamin Partridge, writer and host of “The Beef and Dairy Network Podcast” - a comedy podcast sending up a very specific industry that’s rendered me unable to proof any of our work for agri sector clients with a straight face.
As a bonus for people who paid the Maximum Fun Network good money to make one good podcast and two dozen shite ones, Partridge livestreamed the process of writing a spoof advert for the start of the podcast.
Hilarity ensued. For most people.
For me, it just seemed normal. Someone has an OK idea, people with different perspectives chip in, the overall quality improves.
It’s how good copywriting works.
On my very first day as a copywriter way way back in 2007, I had no idea what to expect. I had a vague image of people sitting around a big table, writing random ideas on a big whiteboard, and then killer ideas appearing from the ether.
Nah. Nothing like that.
Good copy comes from a process. You sit and you think for hours. Then you write a terrible, utterly awful dogshit idea.
Then you sit with it, and you take bits out and put bits in, and you tweak things here and there. And suddenly you have a message. A core idea that sums up everything you’re trying to achieve.
Maybe it’s “share the love, spread the joy” or “we’re opening doors,” or “collaboration.” Something that sums up the value of whatever that business is trying to do.
Then you bounce it off other marketers until it’s honed and it works.
The killer idea.
After that, it’s all a matter of typing, of craft, of collaboration and of seeing what sinks and what swims.
You could throw random ideas around until something sticks. You could do a livestream and ask strangers to throw pleasing words in.
Or you could come up with a killer message, and put that at the centre of everything you do.
Even better, you could pay HNW to do that for you.
Just a thought. Not a joke.
Just an idea.
Something mint - this cheeky advert for prostate checks
Speaking of solid messaging, I can’t think of many better to build a campaign round than “no, you don’t need a stranger’s finger in your fundament.”
Sure, you could go with the “don’t die, see your kids grow up” messaging, but that’s treading on lung cancer’s turf and doesn’t get around that reluctance many men have to a stranger inserting a finger into their rear passage.
And how’s that picture for attention grabbing? Who wouldn’t look twice at what appears to be a gigantic pair of buttocks? The fact it’s an elbow just pays off the concept perfectly.
Yet another example of a great visual elevating a great message.