Page 110 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

produce yet another traditional-looking report, we hit on the idea
of creating a magazine. A one-off publication that borrowed all the
techniques magazine publishers employ to fight for attention on the
news-stand and in the reader’s home.
The cover featured a series of cover lines including “47 Ideas to
Increase the Value of Learning Groups.” Instead of having sections,
we wrote and laid out the conclusions as discrete articles with titles
including “What have Alcoholics Anonymous and Weight Watchers
got to do with business support?,” “Beyond the cheesy pineapple,”
and “Action learning for CEOs.” Then there were pull quotes, where
we picked a good quote from the body of an article and blew it up as a
panel; bylines, i.e., each author’s name by their article; standfirsts—
the bit of copy between the headline and the start of the body copy;
and lots of full color illustrations and photos.
It got rave reviews, requests for multiple copies, and, most important
of all, read.

In practice

• When you’re writing or designing a marketing piece, don’t just

do what you did last time, or, worse, what your competitors are
doing. Look further afield: at other markets, other industries,
other media altogether.

• Do remember why you are writing, though: “creativity” just

becomes hot air when it floats free of its commercial moorings.

100 GREAT COPYWRITING IDEAS • 101