Copywriting UK | TENFOUR blog

New Year Resolutions - don’t we just love ‘em. Less school-night drinking; quitting the cigarettes; more trips to the gym; fewer burgers, kebabs and curries… until three weeks later we give up the resolutions themselves.

The other week we clapped eyes on the ‘Change one thing’ campaign in Boots (London Waterloo). The store offers a guide to ‘making a resolution and sticking to it’, using the premise that if we focus on just one thing we’re much more likely to succeed. The guide asks the reader questions to help him or her pick this one resolution; it suggests ways of making a pledge; and finally, there’s a tear-out card where you write and keep this pledge. You can also pick up pocket-sized booklets on each of the major resolutions:

Feel healthier | Lose weight | Look great | Feel happier | Stop smoking

Anyway, we thought this was a great example of subtle marketing. We’re talking about lifestyle change here, and if Boots manage to help us feel healthier, happier and generally better about ourselves, it’s done a pretty good bit of promotion for itself. We also thought it was a worthy example of how copywriting is so much easier when it’s based around one strong idea. Guess it’s a bit like Boots’ argument about making resolutions. The stronger the idea, product or service - and the more we believe in it - the easier it is to sell.

Take a look at their site at www.boots.com/changeonething. Or, why not check out more word spots?

We got something from Paul McKenna in the post. You know, the fella who used to hypnotise people on television? Well, apparently he’s now into business training. That’s nice, we thought.

It was a mailer, and we have to admit we were a little nervous to read it… in case we started to strut and cluck chicken-like around the office [we don’t often do this, incidentally]. We took the risk, though, and here’s a taster of how it reads:

Dear friend,

I’m really excited to share with you something unique, useful and lifechanging!

You already possess the most powerful tool known to mankind - the human mind. Unfortunately, it didn’t come with a set of instructions, so you probably don’t yet know how to use your mind to its full potential.

This is where Neuro-Linguistic Programming (NLP) comes in…

Now, we’re undecided about this mailer. On the positive side, it’s quite well written - albeit with a pinch of cheese. It bulletpoints the advantages of taking the training (nice and clear); it’s written as if it’s by the man himself (great); it clearly shows how you get more information (important); it gives examples of media coverage (peace of mind, perhaps); and even gives you a chance to get a free offer (what have we got to lose?). But, we’re still not sure. 

One big negative to the mailer is that it doesn’t give even a little indication of the price (wow, how much will we have to shell out?). Secondly, we’re not sure who the audience for the mailer really is - it seems a little undecided between the business market and the regular man or woman on the street. There’s the fact that you have to call them to find out more, which we always smacks a little of telesales. And finally - and probably the worst thing the mailer does - is it promises the earth. Take this week-long course and you’ll be smiling for the rest of your days.

Do let us know if you’ve received the same thing in the post. Especially if you’ve followed it up. A new you in just seven day… well, you never know.

There we were, banging on about Leo and Donny Tourette… when the big news about Celebrity Big Brother explodes.

Probably don’t need to say an awful lot more about Jade’s time in the house. Apart from: ‘please don’t let her go to India on a peace mission’. Please.

We’ve been pondering the concept of Celebrity Big Brother. Mainly we’ve wondered what it takes for a celebrity agent to say: ‘I tell you what, let’s stick him/her in the Big Brother House… that’ll do the trick.’

Of course, the show can be good for boosting the profile of a lesser-known celebrity. It can also awaken the dead to a degree. But, how many inmates really leave with a smile?

Perhaps there are promotional strategies in the case of some housemates. Things seem to have gone to plan for Towers of London frontman, Donny Tourette, for instance. He entered this year’s show with a bang, and then burned out quickly as all ‘wannabe punks’ should. He may not be remembered for long outside the pages of NME. But for now, things seem good: a strengthened profile and a celebrity status on par with Peaches Geldof… for more than one reason.

So, what about the public image of recent pop re-invention Leo Sayer? Please tell us he didn’t have a strategy. Attempted rebellion [failed]; endless conversation about his talents [sampled dance tracks]; hours spent as a mute [phew]; threats to take his celebrity elsewhere [not interested]; before leaving demanding new clean pants.

Here at TENFOUR, we’ve always understood the importance of clean underpants. Get knocked down by a car - or die on your feet, as in the case of Leo - and you really should be wearing a clean pair. Perhaps there was method in his madness afterall.

Language really is a magnificent thing. And you can find examples of the best usage in the most obscure of places.

Take World Championship Darts, which is running on BBC2 at the moment. We’ve had it on in the office - of course, only as background noise. Catching one or two words from the commentators, here’s what they had to say about an almost-perfect set from world number 1 Martin ‘Wolfie’ Adams (pictured):

“He’s having a solid game. Just look at the concentration on his face. It’s like they’ve stuck a beard on a piece of granite.”

Comedy genius.