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Curious what other copywriters think about copyless #marketing and #advertising. I’ve always been drawn to it. As much as I love a witty or creative tag line, the no-copy approach can sometimes say so much more...
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1/7
Whether you admit it or not, there’s a small corner of your brain that enjoys the victory of these little “heh, I get it” moments. Or maybe it’s just me...
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2/7
But beyond solving an unexpected puzzle, there’s also something satisfying about seeing a product fully distilled down to its purest value prop. All pretense is gone. You either agree or disagree with the value prop. There are no other mental levers to fiddle with...
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Or in other cases, not the value prop but a creative way of looking at the product itself or who it’s designed for...
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4/7
Bottom line: they’re show, not tell. This one includes two words (part of the product name) but we know everything we need to know, including how much 3M stands behind this product. Would feature-benefit bullets make this better?
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5/7
Keeping copy off the ad often seems like a great way to save an ad or idea as well. How easy would it have been to add a cheesy tag line to this one for Tabasco? Would “ADD A LITTLE EXTRA POP TO EVERY BITE” have made this ad better? Hardly....
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6/7
Parting thoughts: In a time of information overload, when visual content typically outperforms non-visual content, compelling visuals that tell a clear story should be more prevalent than they are. We need to resist the urge to say too much at the wrong time.
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