Dynamic Marketing Communiqué

Copywriting is serious business, but that doesn’t mean you can’t have fun! Here’s some advice… [Tuesdays: “Write with the Pen of the Masters”]

February 2, 2021

As stated by William Golding, a British novelist:

“The greatest ideas are the simplest.”

If you think about it, isn’t this statement also true for copywriting?

Sometimes, the most successful campaigns, copies, and slogans are the simplest ones―those that are easy to understand.

On a different note, it’s not just being “simple” that makes these marketing collaterals effective. There are still other factors incorporated into them that help them achieve their purpose.

Advertising executive Leo Burnett sums it best in this statement:

“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”

These words are still at the heart of marketing and advertising, even up to this day.


These are the characteristics that make it easy for consumers to identify and remember products, services, and companies.

As a copywriter, take Leo Burnett’s advice and apply it in your writing process. This way, you increase the chances of getting your target market hooked on your copies.

Let’s focus on each of the sentences in the quote and analyze why it’s important in copywriting:

  1. Make it simple.

    Good copy isn’t necessarily “stylish”―flowery, complex, wordy.

    Instead, it is “display window clear,” which means the words used are clear and do not take away a reader’s focus from a brand’s products or services.

    Another legendary ad guru, David Ogilvy, puts it this way:

    “A good advertisement is one which sells the product without drawing attention to itself.”

    In other words, copy that establishes trust, strengthens authority, builds relationships, and gets people talking, sharing, and buying is effective copy.

    Remember: In copywriting, precise language convinces, flowery language distracts.

    Make every word count. Remove other words that are just fillers.

    Focus on giving them an IMPACTFUL message they’ll always remember in every purchasing decision… and keep the content short and sweet!

  2. Make it memorable.

    As a copywriter, you have to learn to craft “killer copy” that will remain in your readers’ minds for years.

    Establish a connection! Make the content relevant to your target market. When your message is something they can relate to, it will be easier for them to recall.

    Another thing: Don’t copy the copy. The best slogans or advertisements people remember are original and unique.

    Don’t replicate them or choose similar ones from other brands. Doing so will defeat your efforts in making your message memorable.

    If you want your brand to be remembered through the content you write, showcase your brand’s unique value proposition.

    Avoid the “sea of sameness” and keep your message engaging. Whether your writing style leans on humor or something more serious, as long as it builds a connection with your readers, it will make an impact.

  3. Make it inviting to look at.

    If you think simply having a website or social media accounts will guarantee sales for a brand, think again. You have to recall the reason why you’re writing for that business.

    Other businesses can also go online… so how do you make sure your brand stands out and generates sales?

    One way is by writing attractive and engaging copies!

    Even if you’re getting a lot of potential customers visiting your website or following you on social media, you still need to have other strategies to make people want to spend their money on your products and services.

    Here are a few tips to help you write “inviting” copies:

    • Use your headline to grab a reader’s attention. Take note of the 4Us: Useful, Urgent, Unique, and Ultra-Specific.

    • Make your layout clean. Your copy’s appearance is as important as its content. Make sure text is easily readable and supplementary images are appropriate.

    • Keep it easy on the eyes. Choose a suitable color scheme for your brand that is pleasant to look at. You don’t want your readers squinting their eyes as they read through your copy.

    • Don’t beat around the bush! Tell your readers in simple and engaging terms what’s in it for them. Include a strong call-to-action.

    Show your readers that you value them through your copies. Help them visualize what it’s like to use your product or service, then overcome their objections.

    Lastly, when you write, write with passion… and with enthusiasm.

  4. Make it fun to read.

    According to Pamela Wilson, copyblogger and founder of BIG Brands System:

    “It just takes a few minutes to turn an overwhelming mass of text into a post that engages the reader and pulls her in.”

    You don’t have to spend several days drafting content from scratch or revising ineffective copy―that’s not the most ideal way to go. Using a simpler format and improving your writing style might just be what you need!

    What can you do to motivate your readers and make sure they stay on your page, read (not just scan) your content, and interact with your message?

    • Make your content “snappy.” Keep your sentences concise. It’s a great way to make readers come back for more, and they’ll also find it easier to digest information if they get it in reasonable portions.

    • Create compelling subheads. Aside from a strong headline, catchy subheads act as “mini headlines” to encourage readers to continue reading your copy.

    • Use bulleted lists if necessary. Bullets are an easily scannable way to present multiple points. They also look different from the rest of your text, so they provide a visual break for readers.

    • Highlight your content strategically. Bold, underline, or italicize phrases or sentences that you want to emphasize. Doing so will also make it easier for readers to pick those messages out.

    Your copies shouldn’t just be informative and useful. They should also be reader-friendly.

    If you want to get the attention of your readers, you have to draft your ads or articles carefully. Use a conversational tone! Make them feel as if you’re literally talking to them through written words.

When you’re writing advertisement copies or slogans for a brand, you have to make it fun and engaging for your target market.

One good reason for that?

When your message taps on people’s emotions, it will be easier to remember. That’s why you always have to make it relevant and establish a connection with your readers.

Keep your sentences simple too! A clear and concise copy is always better because it avoids confusion.

Don’t overthink about the message you present, just make sure it is clear and valuable.

Lastly, don’t eliminate the fun in the picture. Just as Leo Burnett said, creativity flourishes best in a shop that has a spirit of fun. While nobody is in the business “just for fun,” that doesn’t mean there cannot be fun in business.

“Fun without sell gets nowhere, but sell without fun tends to become obnoxious.” – Leo Burnett in the book titled, “Communications of an Advertising Man”

About The Dynamic Marketing Communiqué’s
“Tuesdays: Write with the Pen of the Masters”

Who doesn’t find content writing to be a skill that requires a lot of practice and effort?

In fact, many people may even find copywriting very intimidating.

However, you can be a good writer as long as you have the right tools. You won’t always get things right the first time, but with enough time and practice, you’ll get the hang of it!

When you write a copy for any brand or for your company, your aim is to make an impact and…

…to get people to remember.

Getting people to remember means getting consumers to buy your product or to avail of your service.

And when you get your content to deliver the results you want, THAT is a great copy!

Every Tuesday, we publish content based on tips and insights from the masters of content writing, copywriting, and storytelling.

Become more familiar with ways to write great copy that helps you gain ROI from your efforts, drive profitability, and achieve your business goals.

Learn time-tested tactics that better capture the attention of your target audience, and maximize the benefits of great copywriting.

Hope you found this week’s insights interesting and helpful.

Stay tuned for next Tuesday’s “Write with the Pen of the Masters!”


Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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