Copywriting - Creative Direction - Marketing Strategy
There were great entries to the latest contest, but most read more like headlines than the company tagline that was asked for. Jeff nailed the benefit to the target in a quick tight line:
Be the First to Know
To see the actual assignment from Reverse Market Insight, see their banner ad and landing page right here.
Reverse Data Institute needs a new tagline. For 20 years they have been in the center of the reverse mortgage industry, collecting monthly sales and house value data from all leading lenders and then providing it back to them in customizable dashboards. Reverse mortgage sales and marketing executives use these dashboards to know exactly where to place their advertising and position loan officers to take advantage of trends. Your assignment is to write a tagline that speaks to loan officers and their bosses about the benefit of choosing Reverse Data Institute products.
The Deadline is:
Now, of course. You wanted to be a copywriter. How much time could it take to be brilliant?
Post your entry right here. As a "Comment." Include the headline and your email address so Ziggy and I can notify you if you win.
Congratulations to Pat for an entry that is purely positive, rhythmic, and gets right to the promise of freedom through customization.
Your Fit. Your Way.
This one came from the archives. I received the assignment in the late 90s to help Ultimate Technology Corporation (now UTC Retail) tell their story about innovation and customization for the Point of Sale technology space. Here was the ad:
(fun fact: the three sets of feet are a close friend, the photographer, and me … guess which is me)
Maximus Technology needs an image/brand ad that differentiates them from their competition. All the other technology companies in their field have a set list of products that work a certain way and force their customers to adapt their operations to fit. Maximus works with their clients to customize solutions to fit how they already work. Your assignment is to write a headline that will be used in print and digital ads.
The Deadline is:
Now, of course. You wanted to be a copywriter. How much time could it take to be brilliant?
Post your entry right here. As a "Comment." Include the headline and your email address so Ziggy and I can notify you if you win.
Here’s to tuition at Ithaca’s Park School of Communications being worth it. Quentin wins the contest for quickly and cleverly getting to the benefit of Sunshine Senior Living and getting out. A home in one’s retirement should speak to fresh opportunities. And it doesn’t hurt to remind people they can choose to rent in retirement:
Get a new lease on life.
To see the actual assignment from St. Ann’s Community at Chapel Oaks, see the print ad right here.
Sunshine Senior Living needs to promote their elegant, fun, and independent living options for seniors. Why stay in a house with more space than you need? At Sunshine, you don’t have to take care of your home or property, and you have access to amenities, support services, free transportation to medical appointments, and gorgeous grounds to explore. Your assignment is to write a headline that will be used in print and digital ads.
The Deadline is:
Now, of course. You wanted to be a copywriter. How much time could it take to be brilliant?
Post your entry right here. As a "Comment." Include the headline and your email address so Ziggy and I can notify you if you win.
For the first time ever someone nearly wrote the same headline I did when I got the assignment. Mike’s entry gets at the excitement and pride people feel when home shopping and how we can use that to suggest how unique this bank is with:
You found the perfect home, now we've got the perfect mortgage.
I just did it with fewer words. To see the actual assignment and answer check out the ad for Tompkins Trust Company right here.
Hometown Bank needs to promote residential mortgages. They want home buyers to know that Hometown Bank has a huge selection of mortgage options to choose from, has experienced loan officers to work with and is dedicated to creating strong communities. Your assignment is to write a headline that will be used in print and digital ads.
The Deadline is:
Now, of course. You wanted to be a copywriter. How much time could it take to be brilliant?
Post your entry right here. As a "Comment." Include the tagline and your email address so Ziggy and I can notify you if you win.
Tanya's headline for Plains State Reverse Mortgage's new product quickly captured the benefit for the borrower while recognizing their prestige. That was the ideal strategy for the assignment, and she executed it nicely with:
Retire your work not your lifestyle.
To see the actual assignment and answer check out these two ads for Urban Financial of America right here.
Plains State Reverse Mortgage has developed a unique, proprietary reverse mortgage specifically for the owners of high-value homes. The loans have higher limits than traditional mortgages and were designed for those who have considerable means who need to fund an above-average retirement. Your job is to write just the headline for the first in a series of ads to introduce this product in publications such as Fortune, Inc., and The Wall Street Journal.
The Deadline is:
Now, of course. You wanted to be a copywriter. How much time could it take to be brilliant?
Post your entry right here. As a "Comment." Include the tagline and your email address so Ziggy and I can notify you if you win.
There were a lot of entries I loved for Bald No More's tagline, but most didn't capture the benefits of speed and ease or the attitude that is so essential for this subject matter. Mary Anne nailed it with:
Bring your comb.
To see the actual assignment and answer check out The Hair Center at Helendale's billboard right here.
Bald No More Men's Center is announcing a grand opening and a new service that is faster, less painful, and more effective than previous hair replacement methods.
Your assignment is to write a tagline that makes men want to learn more and schedule an appointment.
Post your tagline as a comment to this post and remember to include your name and email so I can send you a prize if your entry wins.
A lot of great entries. But most played off "home" and nothing more when the audience is just as concerned with what the person living there is able to do during the day on their job as whether they're comfortable in the lodge. That's why I liked Jeff's best:
Convenient, comfortable, and home.
Convenient to the job site is a decision-maker benefit. Comfortable sorroundings is an end-user benefit. And home is just nice.
To see the real assignment and answer, click here. The tagline they chose is right on the home page of the site we built them.
Workforce Housing Inc. needs a new tagline. They custom build dormitories and lodges on often remote worksites such as oil drilling fields or rural warehouse sites.
Your assignment is to write a tagline that speaks to people who have to recruit these workers and keep them productive.
Post your tagline as a comment to this post and remember to include your name and email so I can send you a prize if your entry wins.
Hard to pick a winner. Great plays on "hour" and "our," great suggestion of variable data printing, and a fantastic entry that just said, "Hi. Me again." But Matt's entry would not only grab "attention." It simply and clearly communicates the big deal in five words.
ATTENTION. You get it here.
Now check out the actual assignment the contest was based on from St. James Mercy Hospital.
Excelsior Hospital needs a poster to hang in their ER lobby and treatment rooms informing patients of the hospital's new policy to have nurses check on their patients proactively at least once per hour.
Your assignment is to provide the headline that assures timely, caring attention while in the hospital.
Post your headline as a comment to this post and remember to include your name and email so I can send your prize if you win.
Fantastic entries to the latest contest. People got to the uniqueness of the offering and especially the benefit. But Laura nailed it with clarity and, even better, imagery. I think her line highlights the ease of use and what it will do for you all at once.
1-Hour Manager
Climb the corporate ladder one hour at a time.
Now see the actual assignment and answer. Then go to AXZO Press' web site to browse the titles.
A leading business book publisher is rebranding their series of light instructional guides that help executives quickly learn the skills they need to succeed in the work world. The series is called 1-Hour Manager. Your job is to write a tagline for the series that communicates all the insights readers can gain with such a low investment of their time.
The Deadline is:
Now, of course. You wanted to be a copywriter. How much time could it take to be brilliant?
Post your entry right here. As a "Comment." Include the tagline and your email address so Ziggy and I can notify you if you win.