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Donโ€™t Kill Your Wife, Itโ€™s Our Job

June 20, 2021by James Ogunjimi0

On my way to Ogba earlier today, I came across this copy on an ad:

โ€œ๐ท๐‘œ๐‘›โ€˜๐‘ก ๐‘˜๐‘–๐‘™๐‘™ ๐‘ฆ๐‘œ๐‘ข๐‘Ÿ ๐‘ค๐‘–๐‘“๐‘’. ๐ผ๐‘กโ€˜๐‘  ๐‘œ๐‘ข๐‘Ÿ ๐‘—๐‘œ๐‘.โ€œ

You’d be forgiven for thinking it’s an ad for a contract killing organization. But it’s an ad for a laundry business.

Separated from the supporting image of a woman carrying a pile of clothes, the copy is useless and its message appears lost.

Which brings me to the first point on writing copy:

๐—š๐—ถ๐˜ƒ๐—ฒ๐—ป ๐—ฎ๐—ป ๐—ผ๐—ฝ๐˜๐—ถ๐—ผ๐—ป ๐—ฏ๐—ฒ๐˜๐˜„๐—ฒ๐—ฒ๐—ป ๐—ฏ๐—ฒ๐—ถ๐—ป๐—ด ๐˜„๐—ถ๐˜๐˜๐˜† ๐—ฎ๐—ป๐—ฑ ๐—ฏ๐—ฒ๐—ถ๐—ป๐—ด ๐—ฐ๐—น๐—ฒ๐—ฎ๐—ฟ, ๐—ฐ๐—ต๐—ผ๐—ผ๐˜€๐—ฒ ๐—ฐ๐—น๐—ฎ๐—ฟ๐—ถ๐˜๐˜† ๐—ณ๐—ถ๐—ฟ๐˜€๐˜ ๐—ฎ๐—ป๐—ฑ ๐˜„๐—ถ๐˜๐˜๐˜†, ๐˜€๐—ฒ๐—ฐ๐—ผ๐—ป๐—ฑ.

If your copy rhymes or reads smart but is not clear to the intended audience or doesn’t get them to take the action you want them to take, you have not done the job.

If you write a copy that should drive people to make purchases or click a link or join a list and instead of any of that happening, other copywriters are hailing you “Mad ooooo” and sharing it and even dissecting the copy, you haven’t done the job.

Which brings me to the second point.

๐˜๐จ๐ฎ ๐š๐ซ๐ž ๐ง๐จ๐ญ ๐ฐ๐ซ๐ข๐ญ๐ข๐ง๐  ๐Ÿ๐จ๐ซ ๐จ๐ญ๐ก๐ž๐ซ ๐ฐ๐ซ๐ข๐ญ๐ž๐ซ๐ฌ. ๐˜๐จ๐ฎ ๐š๐ซ๐ž ๐ฐ๐ซ๐ข๐ญ๐ข๐ง๐  ๐Ÿ๐จ๐ซ ๐ญ๐ก๐ž ๐œ๐ฎ๐ฌ๐ญ๐จ๐ฆ๐ž๐ซ.

Other writers and their professional opinions on your copy are not your primary audience. Your customer is.

If your copy drives the customer to take the action you want them to take, you have done your job well, even if people like me come on Facebook to speak English about how your copy is this and that.

The same way you decide on metrics for campaigns, you must decide how to measure the success of that copy.

Is it supposed to drive people to make purchases? Do you want them to remember it? Do you want them to click on a link, or join a newsletter? Define it.

If it does what it’s supposed to do, you’ve done well. Go out and eat catfish peppersoup and sleep like the king or queen that you are. ๐Ÿฅด

Ndiyo!

James Ogunjimi

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WHO AM I????James Ogunjimi
I'm a marketing communications and strategy professional, author, 'Selling Weed To The Police', and a Red Devil.
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