There are some costs which cannot be easily calcuated, but which, if included in a project's P&L, might cause the project to be abandoned.
Hidden Cost #2: Foregone profits by...
... poor pricing strategy (too high, too low)
... poor product integrity, causing recall costs, product replacement costs, etc.
... poor packaging/point of sale/channels management to convert investment in awareness and demand creation to sales.
Cheers!
MK
COPY SCHOOL IS IN
What tone of voice works best? If you are selling your services as an investment advisor or the steward of your prospect's money, perhaps a serious tone is best.
For everything else, I suggest you explore the potential for humour. People remember more information when it makes them laugh. (Don't ask me why...) Humour is also a way to reach out to others. Laughing together unites people, according to one expert I heard on Tony Delroy's late night radio program on Tuesday night. For instance, she solves problems between Indigenous communities and whites by getting them to laugh together. Humour is also a good way to address difficult and sensitive issues, like
death. I'm serious.
For instance, here is a script I wrote for a dreary Funeral Insurance client:
VIDEO
Two males in close up, side of heads, facing each other. (Alas Smith & Jones style)
AUDIO
FAT MALE:Went to a funeral the other day.
THIN MALE: That’s sad. Whose was it.
FAT MALE: Mother in law’s
THIN MALE: That’s aright then. You would have enjoyed that.
FAT MALE: I don’t like funerals.
THIN MALE; Why do you go then?
FAT MALE: To make sure she was dead. Besides if you don’t go to other people’s funerals they wont’ come to yours. Still, I wish I didn’t have gone to this one.
THIN MALE: Why? Wasn’t she gone? Did she sit up in the coffin?
FAT MALE: No, She was gone alright, but I had to pay!
THIN MALE: Pay to go to your mother-in-law’s funeral. How much?
FAT MALE: Never you mind… it was a lot. The old dear hadn’t left any money to pay for the funeral and the money in the will is frozen for who knows how long…
THIN MALE: Didn’t you tell her about that insurance you can get that covers all those expenses?
FAT MALE: Didn’t talk to her much. She was an angry woman. She left instructions to write on her headstone the words: “What are you looking at?” I stayed out of her way.
THIN MALE: Well that was a costly mistake.
FAT MALE: If I could have my time over again….
THIN MALE: Well you can. You don’t want to do the same thing to your own kids do you? [Hands him a telephone handset.] Here, call (Brand) Insurance and ask about the (Brand) Guaranteed Life Plan. You never know when you might be popping off these days, do you?
FAT MALE: Popping off? Do I look sick to you? I haven’t been feeling well…
THIN MALE; Better make that call right now. 0000 000000. Before it’s too late.
................
How did it perform? We will never now. The agency I freelanced for at the time did not have creative control of the account. The client did. The agency lived by the slogan of The Goodies: "We do anything for money." So no breakthrough was possible. (Warning to budding copywriters: You can only be as brilliant as your account management will allow you to be.
Here's another icky topic - menopause - treated with humour.
Radio 30s
Stand up comedy routine
SFX: Comedy bar
COMEDIENNE: If men went through menopause, hot flushes and night sweats would be another excuse for drinking lots of cold beer.
SFX: Laughter
COMEDIENNE: Mood swings would be something you worked out on the golf course.
SFX: Laughter
COMEDIENNE: If men went through menopause, back pain and low energy would be an excuse for watching even more sports on TV.
SFX: Laughter
COMEDIENNE: Low sex drive would be a cause for a national enquiry.
SFX: Laughter
MALE VOICE: If men went through menopause they’d understand what women go through.
(Brand) Because it’s your life.
Always read the label. Use only as directed. See your healthcare professional if symptoms persist.
..........
No comments:
Post a Comment