The first is to garner attention. People are overloaded with pieces of information seeking their attention. To break through the clutter you need a clear idea with a fresh, vivid way to dramatize the idea. Show them their problem, and how you will solve it.
The second is to ask for the order. Too often in contemporary work this part is missing or vague. Tell the audience in no uncertain terms what you want them to do.
This Y&RNY commercial introduced the very first brand of liquid dishwashing detergent. The breakthrough nature of the work caused the brand's market share to grow at a breakneck rate to over a 15 percent market share in a few weeks. It kept growing and growing.
The amazingly fast and obviously highly talented copywriter was Lisa Rothstein. The art director was the brilliant and highly tasteful Susan Lipschutz Kaufman.
Copyright © 2014 by John Eighmey. All Rights Reserved.