How to sell men's cigarettes to women and make savages protect themselves: copywriters who could
The text is not taken from nowhere. They come up with it. People thanks to whom you remember brands, but whose names you don’t know.
Albert Lasker’s face was synonymous with advertising in the United States. Before him, advertising was something like “here is the product - here is its price. Well, buy. " As you know, they bought a little. Someone had to fix it. And Albert Lasker volunteered.
With its help, not only companies doomed to bankruptcy were promoted, but also a little-known copywriter with a famous name - John Kennedy. Together they came up with an ideal formula for advertising at that time: the main thing is to make the client buy .
And the customer was buying! Posters with actresses elegantly holding a cigarette have sold Lucky Strike packs to millions of American women. After all, Hedi Lamarr herself looked from the sign and said: “A good cigarette is like a good film: it is always pleasant”, and the slogan “It's Toasted” informed that the tobacco is roasted and not dried in the sun, as before. Lasker revealed that a smoking woman looks sexy - and it worked.
In the morning we drink orange juice precisely because of Lasker. Once he was approached by a company that grew oranges. A huge portion of fruit could rot, but sold poorly. In his advertisement, Lasker suggested that Americans not only eat oranges, but also squeeze juice out of them. Since then, orange juice has become an American tradition in the morning.
His book "Scientific Advertising" is advised to read seven times before sitting down for writing advertising articles. No wonder: Claude could sell anything. Thanks to him, they started buying Palmolive soap, Pepsodent toothpaste, and an unpopular oil substitute at that time.
How did he sell a product that nobody needed? Hopkins ordered a large cake made with a Cotosuet butter substitute. In advertising, people were offered to buy a package of substitute and try a piece of cake to make sure the choice was made. During the week, “Cotosuet” was acquired by more than one hundred thousand people.
Here are the Hopkins tips every copywriter is now resorting to:
Claude Hopkins believed that the headline is the main thing . A catchy title can even sell a base article. Moreover, at a price exceeding the real cost by 5, or even 10 times.
Leo Burnett introduced the world to the cowboy Marlboro, who became one of the symbols of the United States.
At that time, only women smoked filter cigarettes. And selling women's Marlboro to men seemed an impossible task. But Burnett created the image of the cowboy Marlborough - the standard of male power and brutality. The slogan "Where there is a man - there is Marlboro" against the background of a cowboy with a cigarette in his mouth for a long time flaunted in all states of America. Now the brand is about 100 years old - and everyone knows about it.
Burnett's advice is still relevant. Here's what you need to do to promote the brand:
But the main advice that Burnett gave to future copywriters was: “ Make cool advertising - and the money will come .” What could be easier, right?
Charles Saatchi was a child when he wrote his first commercial. The agency where he worked as a bring-feed boy entrusted him to write about Thornber hens. And the boy wrote. The slogan “Ask someone who already has them” was the first successful work of young Charles.
Once, the British Council for Health Education contacted the Saatchi advertising agency: it was necessary to prevent the occurrence of an accidental pregnancy, which grew every day. On the poster, Saatchi portrayed a pregnant man with a surprised face. The inscription read: "Would you be more careful if you could get pregnant?"
Charles Saatchi was simultaneously making the world a better and worse place. So, he created the anti-tobacco slogan “You won’t wash your lungs” - and people began to smoke less. Then he started advertising cigarettes - and everyone lit again. Charles did not write from the bottom of his heart, because he was a professional.
Mayakovsky is considered the first Russian copywriter. Suddenly? But it was he who turned for the most working advertising. His posters adorned the streets, his slogans were quoted, and his texts were even on candy wrappers.
Mayakovsky's main customer was the state. Once it asked the poet to create an advertisement for GUM. As a result, people saw posters that riveted their eyes to themselves with lightning speed. In the center was a light bulb, and fuchsia-colored arrows led to it, above which were written the phrases: “Give the sun at night,” “Where can you find it?”, “Buy at GUM!”, “Dazzling and cheap.” And yes, people walked and people bought.
The rules that underpinned Mayakovsky’s advertising are difficult to apply today. But you can draw something:
The last paragraph relates more to photography than to text. But the idea will be used in the text, because you can always make the reader smile with a joke.
1. Albert Lasker
Albert Lasker’s face was synonymous with advertising in the United States. Before him, advertising was something like “here is the product - here is its price. Well, buy. " As you know, they bought a little. Someone had to fix it. And Albert Lasker volunteered.
With its help, not only companies doomed to bankruptcy were promoted, but also a little-known copywriter with a famous name - John Kennedy. Together they came up with an ideal formula for advertising at that time: the main thing is to make the client buy .
And the customer was buying! Posters with actresses elegantly holding a cigarette have sold Lucky Strike packs to millions of American women. After all, Hedi Lamarr herself looked from the sign and said: “A good cigarette is like a good film: it is always pleasant”, and the slogan “It's Toasted” informed that the tobacco is roasted and not dried in the sun, as before. Lasker revealed that a smoking woman looks sexy - and it worked.
In the morning we drink orange juice precisely because of Lasker. Once he was approached by a company that grew oranges. A huge portion of fruit could rot, but sold poorly. In his advertisement, Lasker suggested that Americans not only eat oranges, but also squeeze juice out of them. Since then, orange juice has become an American tradition in the morning.
2. Claude Hopkins
His book "Scientific Advertising" is advised to read seven times before sitting down for writing advertising articles. No wonder: Claude could sell anything. Thanks to him, they started buying Palmolive soap, Pepsodent toothpaste, and an unpopular oil substitute at that time.
How did he sell a product that nobody needed? Hopkins ordered a large cake made with a Cotosuet butter substitute. In advertising, people were offered to buy a package of substitute and try a piece of cake to make sure the choice was made. During the week, “Cotosuet” was acquired by more than one hundred thousand people.
Here are the Hopkins tips every copywriter is now resorting to:
- write a catchy headline;
- study the topic in detail;
- do not succumb to emotions.
Claude Hopkins believed that the headline is the main thing . A catchy title can even sell a base article. Moreover, at a price exceeding the real cost by 5, or even 10 times.
3. Leo Burnett
Leo Burnett introduced the world to the cowboy Marlboro, who became one of the symbols of the United States.
At that time, only women smoked filter cigarettes. And selling women's Marlboro to men seemed an impossible task. But Burnett created the image of the cowboy Marlborough - the standard of male power and brutality. The slogan "Where there is a man - there is Marlboro" against the background of a cowboy with a cigarette in his mouth for a long time flaunted in all states of America. Now the brand is about 100 years old - and everyone knows about it.
Burnett's advice is still relevant. Here's what you need to do to promote the brand:
- emphasize the main part of the product
- enhance his personality
- make the product unique
But the main advice that Burnett gave to future copywriters was: “ Make cool advertising - and the money will come .” What could be easier, right?
4. Charles Saatchi
Charles Saatchi was a child when he wrote his first commercial. The agency where he worked as a bring-feed boy entrusted him to write about Thornber hens. And the boy wrote. The slogan “Ask someone who already has them” was the first successful work of young Charles.
Once, the British Council for Health Education contacted the Saatchi advertising agency: it was necessary to prevent the occurrence of an accidental pregnancy, which grew every day. On the poster, Saatchi portrayed a pregnant man with a surprised face. The inscription read: "Would you be more careful if you could get pregnant?"
Charles Saatchi was simultaneously making the world a better and worse place. So, he created the anti-tobacco slogan “You won’t wash your lungs” - and people began to smoke less. Then he started advertising cigarettes - and everyone lit again. Charles did not write from the bottom of his heart, because he was a professional.
5. Vladimir Mayakovsky
Mayakovsky is considered the first Russian copywriter. Suddenly? But it was he who turned for the most working advertising. His posters adorned the streets, his slogans were quoted, and his texts were even on candy wrappers.
Mayakovsky's main customer was the state. Once it asked the poet to create an advertisement for GUM. As a result, people saw posters that riveted their eyes to themselves with lightning speed. In the center was a light bulb, and fuchsia-colored arrows led to it, above which were written the phrases: “Give the sun at night,” “Where can you find it?”, “Buy at GUM!”, “Dazzling and cheap.” And yes, people walked and people bought.
The rules that underpinned Mayakovsky’s advertising are difficult to apply today. But you can draw something:
- First, beauty, then truth.
- Fill advertising with trends.
- A smile attracts the viewer.
The last paragraph relates more to photography than to text. But the idea will be used in the text, because you can always make the reader smile with a joke.
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