Friday, May 1, 2009

Tricks are for kids. And lazy writers.

This is something I've been pondering doing for some time now: compiling a list of some of the go-to Copywriting wordplay gems that get ridden hard, and put away wet. Okay, maybe not wet, but certainly tired.

Without further a due, I raise the curtain, and shine a harsh light on the lazy Copywriter's Toolbox:

1: The high/low

Cold treats, and hot prices
Big savings, on small luxuries
Bad headlines, good God am I lazy

2: Hyperbole

Cold treats *Image of bro enjoying a frozen treat. In a block of ice*
Savings so big, you'll need a wheelbarrow for your change
Headlines that suck like the moon's gravity


Cool treats *The Fonze holding ice cream cone*
Save big *Life Ring around a Gorilla... no, Elephant... Whale... Oprah!*
You're a hack! *Axe severing writer's hand*

4: One of these things is not like the other

Cool kids, cool treats
Big service, big savings, big deal
Bad copy, bad copy, bad copy

5: Colloquialism McTwist

When life gives you lemons, have a cool lemon frosty
Live large. Save even larger
Live to work, work to live. I care not if you stop doing both.

Alright, enough of that. I won't have anything left in the bag for my hungover days on deadline.

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