Nathanael Green's Blog

An advertising copywriter, novelist, and freelance writer's brain goo.

An Example of Good Copywriting

with 2 comments

A lot of the best writing for marketing and advertising never wins any awards. Oh, there are tons of awards copywriters and advertising folks in general can win, and those awards often go to clever, funny ads.

But some great writing just helps drive sales. It’s inconspicuous, but actually communicates with the audience.

Here’s an example:

Why is this such good copywriting? Well, let me tell you:

  • It’s short. It gets the point across in 15 seconds.
  • It’s focused. There’s no rambling about the 27 benefits of going to Men’s Wearhouse. It chooses a succinct message and delivers it.
  • The benefit is clear: buy one get one free. Everyone loves free, right?
  • It shows they know their audience and plays off specific desires.

That last point is probably the most important—knowing your audience is paramount. I’m making an educated guess in saying that the majority of Men’s Wearhouse customers are professional men. And if that’s who they’re trying to entice, connecting the ideas of tall, powerful CEOs with their brand is a deft play on men’s desires while still keeping the obvious benefit of savings.

Sometimes the best copy is the least copy. And sometimes that’s the hardest to write. Finding the key message and just delivering the benefits, the emotional timbre you want, and doing it briefly can be exceedingly hard.

But this ad does just that. Nice work.

Written by Nathanael Green

October 24, 2011 at 12:25 pm

2 Responses

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  1. That’s a nice example and explanation. It’s the kind of ad that I’d see without thinking much about it, but then I’m not the target audience, and that “I guarantee it,” is a consistent slogan of the brand that even someone like me who doesn’t really care knows.

    I do have to say though that those suits are not going to make anyone taller.


    October 24, 2011 at 11:47 pm

    • No, Seana, I don’t imagine you’re the client they’re really shooting for.

      You’re also right about the slogan, and it’s always nice to hear a guarantee in any ad, even if the suits won’t make you grow taller.

      Nathanael Green

      October 26, 2011 at 2:13 pm

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