Here are some great copywriting words from an ad I read this morning: natural elegance, award-winning motor design, hand-finished airfoils, available in bamboo and sleek matrix composite, sophisticated control features, 13-step hand-balancing process, industrial chic, aircraft-grade aluminum, patented airfoils and winglets.
Lots of hyphenated words here and some nice copywriting if not a bit over-adjectived. The ad used a pedestrian, lazy headline though: “Nobody makes ceiling fans like we do.” All in all, were it not for the product name I would never have gotten to the copy. The company name and logo is:
That’s right, Big Ass Fans.
Anyone who knows my shtick knows I’m a brand planner who likes a clean idea and support planks. But everything starts with the name and Big Ass is hard to ignore — especially when you jump to stylized words like “sleek” and “sophisticated.”
If you are going to go BIG (as in ass) you need to tell a big, durable story. Fail! And peace.