by James L. Rubart
Don't worry. This post isn't going to be about politics. Yeah, I know ... whew.
But the insane campaign/election season that just ended can teach us a salient point about our own copy writing. What works, what doesn't.
Trump didn't win the election, Clinton lost it. (A quick review for those who might not know a few pertinent facts.)
- Trump received less votes than Romney did in '12.
- Trump received less votes than McCain did in '08.
- If you are one that likes slogans or tag lines, pick one, then stick with it. Realize that if you change it, will take a while for it to sink in. Going from one to another to another will confuse people.
- People aren't stupid, but they're not studying your slogan. Make it simple for them. Make it something they can remember easily. People didn't turn out for Clinton because a great many of them couldn't quickly tell you what she stood for. Fighting? I'm with her? Stronger together? Uh ... whatever. When people can't say what your novels are about quickly and understand how it will benefit them, nothing will stir inside, and they'll be much less likely to take action.
- Make your slogan about THEM! Do you want America to be GREAT again? I'm guessing 99 percent of you would say, "Why yes, Jim, I do." Who is that slogan about? Us. You. Me. Our country. America being great again would directly benefit you, me, my wife, my kids ... that stirs an emotion inside."I'm With Her."? Not so much. That's all about Hillary. Makes me think of those campy t-shirts you see some couples wear. Not exactly stirring the passion inside me. How 'bout you?
- Hillary didn't give a specific, tangible benefit. "Fighting For Us!" Uh, yeah, great ... but fighting for what? "Stronger Together!" Stronger for what?
What The Election Can Teach Us About Copywriting by James L. Rubart (Click to Tweet)