Reverse Marketing Copywriting – 2 For The Price Of 3!

‘A warranty that can last you a lifetime’, say Vauxhall in their recent and recently banned ad. Do me a favour! Have you ever read such rubbish? Creative copywriting at its most disingenuous. So weasely in fact, that I’m not even going to embed the video as reference. How about The Coral until the smell clears? The perfect blog reading soundtrack.

According to an article in The Drum : ”Quarry Garage and three members of the public questioned whether the lifetime warranty claim made by the press advert was contradicted by accompanying text stating that the offer was only available to the first owners of the car, limited to 100,000 miles.

38 complaints against the TV adverts claim making the same offer were also received, one against the poster, one against the online advert.”

So is McCann Erickson (the company responsible for the Vauxhall ad) stupid or what?

Anything but stupid. They knew exactly what they were doing.

Posted on the Blanford Forum

You might have seen the news story recently about the shop owner in Blandford offering a buy 2 pay for 3 deal?

He’s not stupid either, telling the press: “To be honest, you get these things saying ‘Sale, sale, sale’, everything 60 per cent, 70 per cent off, so I thought I would go in the opposite direction.” More attention, more press, more sales, even a mention in the UK Copywriting blog. What more could John possibly wish for?

There’s noballing like lowballing

Or how about when Dean Street Townhouse marketing their hotel rooms as “broom cupboards”? Commercial suicide surely? Was the copywriter pissed? Or just taking the piss?

Neither.

Just ‘lowballing‘. Being honest, building credibility and picking up extra reach, extra business.

And you?

How are you going to draw attention to your wares? To differentiate? To sell? What creative sales copy will you launch to light your sky?

Whatever your story, don’t settle for the same old cliches, the same old bluuuuugh.

Make it vivid. Make it fly.

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Reverse Marketing Copywriting – 2 For The Price Of 3!

2 Responses

  1. I was going to engage with the topic, but there’s something else I need to do instead.

    How good were The Coral? They were the soundtrack to my 6th form years, and I saw them supporting Oasis in 2002 (on the day Leeds beat Manyoo, no less). Great band and some great memories.

    Oh, and, erm, copywriting. Yeah.

    Andrew Nattan January 12, 2011 at 12:30 pm #
  2. Nice one Andrew.

    Good band.

    If I told you the soundtrack to my 6th form you’d laugh until you were sick or sick until you laughed. One or the other 🙂

    Martin January 12, 2011 at 1:33 pm #

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