I wrote that tagline for Austin Powers Goldmember. It was one of many that I and other copywriters, working separately, concepted for the one-sheet, also known as a movie poster. The tagline is a portmanteau or the joining of multiple words or phrases to create a new one. They are everywhere today: athleisure, glamping, Bennifer. They remind me of one of my favorite examples of creative copywriting — Life’s Turns in a Sentence. Crafted by Leo Burnett Zurich for Swiss Life, the campaign combined two radically different sentiments into single sentences that demonstrate life’s twists and turns (and the need for insurance). Some examples: “She’s my everything went wrong,” “You’re the only woman I love a man now,” and “I never want children are great.” Combining words, phrases, and sentences to create something new is fun. You should come up with one. By the way, New Line Cinema went with someone else’s tagline for Austin Powers Goldmember: The secret will be exposed.
To answer this question we'll begin with plain old, run-of-the-mill copywriting. That's when you take important information and magically transform it into writing that's clear, concise, conversational, and easy to understand. But sometimes, you're going to want to make your audience actually feel something too, and this is where creative copywriting takes the stage. There are a million ways to make your copywriting creative, but a few of the most commonly-employed elements are the unexpected twist, the clever wink, and the heartstring tug. I found this fine example of creative copywriting on the Internet. It's a billboard from Bay Alarm that makes its point with a simple yet witty headline. In just one finely-crafted sentence, Bay Alarm manages to exude confidence, entertain its audience, and make light of something as scary as burglary. It's powerful, effective, and creative. https://drive.google.com/file/d/1W7VDshBBiFkEg3kjEjzFl85Q55R5vKgo/view?usp=share_link
This is one of my favorite ads of all time. What I love most about this ad is how it uses storytelling to intrigue the reader. If you've read this headline, there's no way in the world you aren't reading further. Once you do read the whole thing, you can relate real hard. Who among us wouldn't want to impress our friends with our shiny skills?
With this one client, a copy agency that took its craft very seriously, I tried to nail the true insight of its story, stripping back every layer of idea, to finally reveal its true essence: Damn. Good. Copy. Simplicity, and sometimes even stating the obvious, can truly be your best bet when it comes to copywriting. When something you write needs more explanation, rethink it, rewrite it. Because every single word needs to lead to an ultimate and powerful conclusion.
A while ago, we were working on the "don't text and drive" campaign because, according to statistics, it's the number one reason for road accidents worldwide. But instead of frightening people, we decided to show it from an unexpected side: the video shows a nun reading something with her head bent over. When the camera approaches, we see that she is texting someone instead of reading a sacred book. And creative copy appears: "Anywhere but behind the wheel: don't text and drive." Check the case here: https://copywriter-dmytro.com/video/
Creative visual story telling is essential for any business, especially family businesses. It allows you to share your unique story and journey timeline with potential customers in a way that resonates with them. In my case its a 100-year-old narrative that captures the attention of our family values. By telling your story in a visual timeline manner, you can make a lasting impression on those who come into contact with it in an emotional level and build relationships that will last for years to come. Or in my case 5th family generations later. You can see my story timeline example here: https://www.ghostbed.com/pages/our-story
Adding a short bio demonstrates one's best projects. It displays three of its most notable work immediately on the main page, along with a call-to-action button that leads to a great portfolio. Each project has a thumbnail and a mockup of a laptop along with a brief explanation. Just what one needs to click through to learn more—simple yet enticing. makes it simple to contact you. A chunk of the main page is dedicated to a "Get in contact" button. Even if you browse below that, the very bottom has the contact email and another link to the contact page.
For direct response to work, you need three legs of the stool in place. List. Offer. Creative. Or your stool will collapse. YOUR LIST. You must reach qualified buyers — individuals predisposed to your offer. If you’re selling a new fishing rod, you want to reach people who like to fish, not people who eat fish. YOUR OFFER. Your offer must be compelling enough so that your list will be motivated to take action. If your offer is tepid, your response will be tepid. YOUR CREATIVE. You can have the best offer in the world, and mail it to the most qualified buyers in the world, but if they can’t read it, or understand it, or are bored by it, your campaign will fail. When your list, your offer, and your creative are working in harmony like Destiny’s Child singing The Christmas Bell Carol song, you’ve created the Goldilocks conditions for direct response to flourish. Absent any one of the three, and you’ll get bupkis.
Carline Anglade-copywriting Cole's portfolio homepage quickly identifies her as an authority in her area by highlighting the honors she's received during her career. The photo on her top page shows her with a confident smile at a speaking engagement, and the description indicates her complete name above "3X Award-Winning Direct-Response Copywriter, Author, and Consultant." Her award badges are also displayed throughout, with the American Writers and Artists Institute badge in the center next to the option to subscribe to her email list. Other awards, such as the bronze Nonfiction Book Award, are included under her email list. If you're an award-winning copywriter, Anglade-page Cole shows you how to put your accolades front and center to create credibility.