Archive for the ‘Copywriting’ Category

Changing a Corporate Tagline

I’ve been discussing the tagline that my company, Hertz Corporation, currently promotes with a few copywriters. The two taglines we’ve got are:

“We’re Hertz. They’re not.

and

“We’ll Come and Get You.”

Both these headlines fail for a few different reasons. The first one doesn’t really accomplish anything. It basically says who we are, but doesn’t say why anybody should care. The second one is almost a direct rip-off of Enterprise’s tagline: “Pick Enterprise. We’ll Pick You Up.” Instead of copying what the competitor is doing, we should be taking a different stance. Also, with “We’ll Come and Get you” it sounds like we, or some fiendish ghoul, will be coming to “get” you. Hertz has been the leader in the rental car industry for many years, and I think our taglines should reflect that leadership.

I’m contemplating rethinking and rewriting our company taglines and proposing them to our corporate office. I’m wondering if anybody out there has attempted such a feat and what kind of results followed?

New Goals

Wow, it’s hard to believe I’ve been away from my blog for so long. It’s time for me to regroup my thoughts and get back into the habit writing. My goals are to post at least once a week, change the look and feel of my blog, increase readership, and promote interactivity from people who read my blog.

It’s time to start thinking up some provocative topics!

What’s the Difference?

How is your product or service different from your competitors? This important question leads you to the USP, or unique selling proposition. At Hertz, our USP for selling insurance is that there’s no deductible if you’re involved in an accident and any damage to the car, regardless of fault, is covered by Hertz. We also take care of the entire claim process.

Can your insurance company offer you that level of service? I deal with insurance companies all day long and not one of them can compete with our service. Without a strong USP like this, our product would be dead in the water.

If you don’t know what your USP is for your own business, I highly recommend putting some thought into how you’re different. Why would people buy the same old stuff? As Seth Godin would put it, be remarkable and make yourself a purple cow.

Does Music Help You Write?

When it comes to writing, either advertising copywriting or fiction or blogging, music helps my creative juices flow. My imagination runs free and I’m more relaxed. If you’re stuck in a rut or have writer’s block, try listening to some tunes. You might be surprised to find new ideas spring to life.

I’ve been discussing this topic over at the Authority Blogger forum. It’s interesting to see what styles help people write. If you’re a writer and a music lover, tell me what types of music you listen to when you write. Does music help you write?

Change Their Mind

I found this interesting site called Changing Minds. It covers the art and technique of persuasion. Persuasion is the main key in selling. If you can’t convince your prospects that your product has value, you won’t sell.

Gotta Love Professional Development

I finished a copywriting course and received a portfolio one sheet that looks great. If you’re interested in reading an excerpt of my sales writing, check it out here:

Christopher Dean Portfolio One Sheet

Enjoy! And comments or feedback are welcome!