Page 53 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

20 DO YOU DISSOLVE YOUR
WORRIES IN A
SOLUTION?

I was taking my children to school this morning and we saw a
lovely big truck, on the side of which was emblazoned a picture
of a window frame and the immortal line “joinery solutions.” Son
Number Two tugged on my hand and said, “Daddy, why doesn’t he
just say ‘Handmade hardwood window frames’?” (My son is very
advanced for his age.)

“Perhaps,” I said, “he’s worried that if he says that, people won’t take
him seriously.” “Yes, Daddy,” he said. “But now they don’t know what
makes him special.” “Well then,” I continued, a little nonplussed
at this cross-examination, “maybe he thinks ‘joinery solutions’ is
a modern thing to say.” “But that’s what everyone says now, Daddy.
Thank goodness at school we have milk in the morning, not ‘liquid
dairy solutions.’”

The idea

From just about everyone
In just one week I have seen the following:

• “Delivering solutions globally.”
• “Drinking water solutions.”
• “Image solutions.”
• “Customer relationship management solutions.”

44 • 100 GREAT COPYWRITING IDEAS