ADVERTISING...WHAT TO SAY

THE MOST IMPORTANT JOB OF A COPYWRITER IS TO COLLECT PRODUCT INFORMATION. BUT HOW IS THE PRODUCT INFORMATION TO BE COLLECTED ? WHERE DOES ONE START ? WELL, ONE EFFECTIVE METHOD IS TO ASK THE CLIENT THESE SIX QUESTIONS ABOUT THE PRODUCT OR SERVICE: WHAT ? WHO ? WHY ? WHERE ? WHEN ? HOW ?

IT SOUNDS SIMPLE, BUT THESE ARE JUST THE STARTING POINTS. EACH POINT MUST BE PROBED IN GREAT DETAIL.

WHAT ARE WE SELLING ?

WHAT IS THE PRODUCT ? HOW IS IT MADE ? WHAT ARE THE INGREDIENTS ? WHAT IS THE MANUFACTURING PROCESS ?

HOW IS THE PRODUCT DIFFERENT FROM THE COMPETITOR'S ?

WHAT ARE THE SIZES, SHAPES, COLOURS, AND QUANTITIES IN WHICH IT IS AVAILABLE?

HOW IS IT PRICED ?

WHY ARE WE SELLING IT ?

CUSTOMERS BUY PRODUCTS TO FILL NEEDS. YOUR CLIENT MAY BE SELLING SOAP, BUT THE CUSTOMER IS NOT BUYING BECAUSE SHE WANTS SOAP.  SHE BUYS BECAUSE SHE WANTS TO CLEAN HER BODY.

IF THE CUSTOMER EVER FINDS A BETTER, CHEAPER, MORE CONVINIENT WAY TO CLEAN HERSELF, SOAP WILL BE ON THE WAY OUT.

THEREFORE, AS THE NEXT STEP, IT IS VERY IMPORTANT TO FIND OUT WHY A CUSTOMER BUYS A CERTAIN PRODUCT. WHAT SPECIFIC NEED IS SHE TRYING TO FILL ? WHAT PROBLEM IS SHE TRYING TO SOLVE ?

IT IS NOT ALWAYS EASY TO COME TO A CONCLUSION WITHOUT THE HELP OF RESEARCH.

EXAMPLE: MANY DECADES AGO, TWO YOUNG MEN WHO HAD JUST STARTED THEIR OWN ADVERTISING AGENCY WENT TO THE COLGATE TOOTHPASTE COMPANY TO SOLICIT THEIR ADVERTISING BUSINESS.

ONE OF THE YOUNG MAN ASKED THE CLIENT WHY PEOPLE BOUGHT TOOTHPASTE.  ' TO CLEAN THEIR TEETH OBVIOUSLY, " SAID THE CLIENT.

BUT THE PRAGMATIC YOUNG MAN WAS NOT  SURE ABOUT THIS. HE REASONED THAT IF PEOPLE WERE REALLY INTERESTED IN PRESERVING THEIR TEETH, THEY WOULD BRUSH THEM AT NIGHT BEFORE GOING TO BED, BECAUSE IT IS MAINLY DURING THE NIGHT THAT BACTERIA CAUSE TOOTH DECAY.

MOST PEOPLE BRUSH THEIR TEETH IN THE MORNING WHEN THEY WAKE UP.

SO THE YOUNG MAN HAD THE SUBJECT RESEARCHED. AND LEARNT AN AMAZING FACT. PEOPLE BRUSH THEIR TEETH IN THE MORNING TO " WAKE THEMSELVES UP ", TO REMOVE THE FLAT TASTE IN THEIR MOUTHS.

FROM THIS RESEARCH CAME THE FAMOUS CAMPAIGN WHICH SAID " CLEANS YOUR BREATH WHILE IT CLEANS YOUR TEETH. "

SOON, COLGATE WAS THE LARGEST SELLING TOOTHPASTE IN THE WORLD.

TO BE CONTINUED.....