MARKETING 101: Working with Copy for Streamers

Late last week, while I was working on a template meant for a web traffic analysis that I was scheduled, my ICQ window popped-up. It was a former colleague of mine from P.J. Lhuillier, Inc. (now renamed Cintree Management Services for some reason) saying hello and asking for help.

Since the template could wait, I keyed in “Sure, what’s the prob?”

Apparently, my colleague, Ivy, was working on a streamer for the pawnshop business and needed help with the copy. The resident copywriter, Ninah, was currently in Boracay mixing up business and pleasure and since it was a rush project, (so, what else is new?) Ivy was forced to seek out the one person she knows can help her -- moi.

So, I obliged and she told me she has developed a couple of copy studies and just needed me to edit them. I asked her to send me the copy studies she made and I received them and proceeded to “work” on them.

Kids, take out your pens, it’s now time for Marketing 101. And today’s lesson is about developing copy for streamers.


Ask the Essential Question – What the f@ck is this streamer for?
That’s the most basic and most important question you need to have answers for before you even start the project. You don’t necessarily have to include “f@ck” when you ask the question but you need to learn what the streamer is for. This gives you a clear direction for project and already sets the parameters (or limits) in terms design and copy.


Remember: Design and Copy Go Together
Streamers must be both visual and informative. Naturally, design and copy should go together, otherwise your streamer will end up looking one way but will convey and otherwise opposite message. After getting the directions and purpose clear, you can sit down with your artist and brainstorm and work out how design and copy should be married. The design and the copy is a result of a successful brainstorming session.


Develop the Concept, Develop the Copy, then Do the Artwork.
I’m a copy person. So my natural instinct is to work out the copy first before any artwork is done. It’ll make things easier for the artist simply because he can already consider the length of the copy into the design. Imagine if the artist already starts working on the design, leaving a space for the copy no longer than two lines. What if the copy calls for three or four lines of space in the streamer?

If the artist insists on starting on the design without the benefit of a concept, a brainstorm or a copy, kill him.


Keep it Short, Stupid
The journalistic canon of KISS (keep it short and simple) works for streamers. Remember, you’re not writing a print ad or a press release. This is a streamer and this calls for BIG FONT SIZES. So, trim your wording. Your aim is to catch attention so put only the important data. If you put too much data, not only will your streamer be cluttered but also unreadable.


Make Sure Your Headline Works!
The headline is the key copy of your streamer. The rest of the data you put, though important, will mean nothing if your headline can’t catch attention.

99% of the time, your target audience will only look at the headline – the BIG BOLD WORDS. If for some reason people can’t read or understand your headline, you’ve wasted money having those tarps and coco cloths produced.

Don’t be too long-winded with your headline. Tease not lecture. Elicit a reaction not a yawn. Don’t be afraid to use the exclamation point (!) but don’t overdo them. If you can use the local tongue and familiar with its nuances, use it.

Examples:

F@CKED UP HEADLINE:
Customers of XYZ Warehouse will receive a free ride

BETTER HEADLINE:
Free ride for XZY Warehouse customers!

F@CKED UP HEADLINE:
May libreng sakay ang mga customers ng QWE!

BETTER HEADLINE:
Libreng Sakay sa Suki ng QWE!


Put Only Essential Copy
A streamer is meant to be read by someone who is in transit. So, unless your target person is stuck in traffic and your streamer happens to be in front of him, your streamer with its beatitudes of copy will not be read by the person walking down the busy streets of downtown Manila. Why put your entire brochure in the streamer in the first place? A poster or leaflet is supposed to do that.

Place yourself in the shoes of your target audience … if I was walking along the street, would I be able to get the message of the streamer in the next few seconds?

What are the usual essential copy that needs to appear in a streamer? It varies, depending on the purpose of the streamer. The headline should always be there, of course. If it were for an event – date, time and venue would be essential. If the streamer was for a promo – the prizes would be a nice touch. If you were announcing a store opening – a sampling of your products or services would be good to see on the streamer.


Check Your Spelling and Grammar
Unless you’re promoting something that has something to do with texting or SMS, DON’T (as in DON’T) use TXT language in your streamers otherwise I’ll hunt you down). Nothing annoys me more than seeing printed materials (unless the abovementioned condition applies) that use “text” spelling language when they can easily use “normal” spelling.

And make sure you edit your copy for any grammatical flaws. Check your tenses, check your singulars and plurals, check your sentence construction, check everything.


Make Sure You See How the Artist Works on Your Copy
Think you’re finished after you’ve developed the copy and your artist now has it? Ah, ah not so fast! You still have to make sure the artist uses your copy correctly.

Check how the artist renders your copy in art form. Is it readable or should you change it to a different color? Can I read it with that Comics Sans font or will a simple Arial work better?

Check how the artist “breaks” up your copy, especially your headline. Think in complete phrases or thoughts.

Examples:

F@CKED UP BREAKAGE:
COME AND CELEBRATE THE
NATIVITY OF CHRIST TODAY

GOOD BREAKAGE:
COME AND CELEBRATE
THE NATIVITY OF CHRIST TODAY

BETTER YET:
COME AND CELEBRATE
CHRIST’S NATIVITY TODAY

F@CKED UP AGAIN:
COME AND CELEBRATE CHRIST’S
NATIVITY TODAY

F@CKED UP:
UNDERSTANDING SEX
EDUCATION FOR THE YOUTH

BETTER:
UNDERSTANDING SEX EDUCATION
FOR THE YOUTH


Copyrighted by Ram Ragandan 2006