COPYWRITING

What sets one business or idea apart from another is brand recognition, individuality and a unique flair for a passion-driven message. Your product or service will stand out when it has an independent fingerprint that brings interest and demand for its display, consumption or utilization. People will want to learn more, purchase or subscribe to an idea, product or innovative look.

No one needed a “pet rock” in the 1970s – no one. Absolutely NO ONE! However, with extremely clever marketing a desire was planted to create a need. This is Marketing.101 at its most fundamental and basic level: create a need and fulfill that need. Period. It’s really quite simple, but how to convey the message can be a bit tricky. Who was it that actually came up with this inventive notion? It was an extremely innovative and creative advertising mastermind who was an advertising genius! Gary Ross Dahl was an American copywriter, creative director, advertising agency owner, entrepreneur and the creator of the Pet Rock. Note that the first job description listed is: copywriter. This is no accident or coincidence as the copywriter can make or break a product, idea or concept. While a picture may say a thousand words, it is the supporting words, or copy, that plant the seed of desire and clarification of that need. Business, service and product names are extremely important to lure consumers in, but it is the product placement through the written words that hooks them. A complete and accurate profile of the idea or product must convey the solution to a particular need or desire that’s been planted in the consumer’s mind. This is where the magic comes in – the subliminal and maybe not too subtle introduction of a problem that needs to be addressed and solved.