When it comes to writing copy that connects with the audience, few have done it better than David Ogilvy. Known as the ‘Father of Advertising’, Ogilvy built his business on two core principles:
- The customer is highly intelligent and should be treated as such.
- Success in advertising was dependent on consumer research.
‘The Loudest Noise’ Rolls-Royce campaign is a perfect example of this belief. The longest-running and most successful campaign of its time, the ad helped the luxury car company increase its sales by 50% the year following launch. The headline has been lauded as one of the greatest ever written. All luxury vehicles of the time were advertising the same features: speed, comfort and dependability. However, Ogilvy focused on something that no one else considered but what most consumers at the time wanted… peace and quiet. And he didn’t just come right out and say it. He talked about the noise of the electric clock, not the sound of the engine.
When creating my parody ad, I knew the vehicle that most closely resembled an automobile in the original Star Wars trilogy was Luke Skywalker’s X-34 Landspeeder. The two-seater offered limited amenities but provided Luke and his companions a fast and dependable form of transportation in a hostile and unforgiving environment. However, being able to hear the haunting war cry of Tusken Raiders or the frightening roar of the Krayt Dragon is a huge benefit for survival. And of course, one of the noisiest things in the Star Wars universe has always been the beloved protocol droid, C-3PO.
While the fundamental goal of copywriting will always be to sell something, the method to accomplish this varies based on the product, service and audience. Knowing the audience and trusting their intelligence will help you write copy that connects with them. However, another important thing is to help you stand out. Finding a feature or benefit that is unique to your product or service, whether it’s exclusive or you just happen to be the first to promote it, will help distinguish you from your competitors.
Until next time… May the Force be with you…