As a copy writer, I try to be and push authentic. By push, I mean encouraging those clients hiring me as their content copywriter to tell a true story. I also try to push delivering the message the right way. Sometimes it doesn't matter what you say as a freelance copywriter if you say it via a channel or at a time unappealing to your audience.
So Pepsi just got kudos from me on two counts by announcing they're skipping the Super Bowl ad frenzy this year. And they give two reasons that make perfect sense to me as a professional copywriter who preaches talk to your customer not at them:
1) They are spending $20M on social causes. They would be hypocrites to spend another $12M on Super Bowl ads. That is authentic.
2) They recognize what they would be marketing, this from-the-ground-up campaign of Pepsi Refresh, wouldn't fit with the spirit of the typical Super Bowl ad. (And they could fall flat on their face as a result.) That is about delivering the message the right way...and the Super Bowl ain't it, not for this message.
I'm just a lowly freelance copy writer trying to stay true to her principles as I do my work. How validating to have a company like Pepsi validate two of those principles in such a public way!
Posted Tuesday, January 26, 2010 by
Sharon Long
2010 is the year I figure out how my role as a freelance copy writer will change in the age of social media. Blogging I got down. I've been pushing blogs as marketing tools for a long time now, and even teaching small business blogging. I think I have a pretty good handle on LinkedIn as a marketing tool. Twitter I'll never figure out. So I've primarily been paying attention to Facebook as a social media marketing tool.
But my friend Jeff just summed up how to use Facebook as a small business with his Facebook page for his painting business.
Jeff did an excellent job applying the principle of KISS: Keep it simple, stupid. And he zeroed in on what people want to see: before and after pictures and real-life painting success stories. And in a format that's easily shared!
This freelance copy writer says kudos to Jeff for harnessing the small business marketing power of Facebook in a way that's a great--simple--example for others!
But my friend Jeff just summed up how to use Facebook as a small business with his Facebook page for his painting business.
Jeff did an excellent job applying the principle of KISS: Keep it simple, stupid. And he zeroed in on what people want to see: before and after pictures and real-life painting success stories. And in a format that's easily shared!
This freelance copy writer says kudos to Jeff for harnessing the small business marketing power of Facebook in a way that's a great--simple--example for others!
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