Are you passionate?
December, 2022
You see it everywhere. Companies claim to be "passionate" about delivering a great product, saving the environment, whatever.
Take Microsoft for example. A while ago they came up with this tag-line:
"Your potential. Our passion."
Come on! Is Microsoft really passionate about my potential or yours? Of course not. I think it would be far better for Microsoft to let me take care of my potential and for them to be passionate about operating-system security.
Wondering why copywriters are giving "passion"
a lot of air-play these days?
It's because if you're a copywriter who doesn't want to bother doing a whole lot of thinking, you write what everybody else is writing. The loser? The client who's paying the bills.
How much better it is when your copywriter thinks!
Let me give you a wonderful example of some thoughtful writing, not from my own work, but from a very unexpected source.
I was walking in San Francisco a while ago and passed a house painter's little van parked on the street. Here's what the sign on the side-panel said:
Persnickety Painters.
We care a little too much.
(415) 647-2198
I love it! The name of the firm, Persnickety Painters, is loaded with personality and suggests that jobs are done carefully and professionally.
The wonderful subheadline is a little joke at the company's own expense, suggesting that they're aware of their obsession for persnickety perfection.
The take-away message this month?
Don't settle for the mindless phrase-du-jour that everyone else is using. Use creativity to motivate your prospects and get them to act.
And don't forget to keep passion where it really belongs.
In the bedroom. Not the headline.
~~~
Need me to copywrite some terrific headlines for you, or an email, web page, sales letter, whatever? Now's the time to put me on your team. Call me at 415-461-0672 and let's go to work!
|
