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| WORDS
TO BANK ON |
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If we believe research, words are 23% effective in communication
and the non-verbal aspects 77% important.
As my services are based on the written word, I have a challenging
task ahead.
During more than 20 years in marketing I have found that some words must
have greater impact than others.
For example, if I am asked to do advertising copy for a new range
of Red Silk Lingerie, which "family" of words do I choose?
Family 1 or Family 2?
| Family
1
- Enticing
- Flimsy
- Extravagant
- Pretentious
- Showy
- Flashy
- Snobbish
|
|
Family
2
- Seductive
- Luxurious
- Imaginative
- Prestigious
- Sensuous
- Alluring
- Mesmerising
|
The answer
to this question depends on:
- The context
- How your target audience understands these words
- What response you want
- What images you want to create
- What visuals you have to accompany the words
- What country you are in - some countries find red lingerie ads
distasteful
- What media you are using - T.V., Internet, Radio, Print, Multi-media
- What style of copy you are writing - comedy, drama, irony, burlesque
I have not given a short answer mainly because the answer is situational.
The point of this exercise is that one approach to writing
creative copy is to decide on the mood or style you want. Then develop
a family of words you may be able to base copy on.
As I live in Australia, where many women, as well as men, like red
lingerie, I would choose family 2 as these words have more
impact for the print media I have in mind.
Maria Charlton B Com MBA AFAMI CPM
Managing Director - MAP Marketing
+61 2 4929 7766
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