Pizzas are like a desert… except when they stand up and run away
Remember the guest posting a few weeks ago on how group buying sites are creating a whole new outlet for copywriters?
Fair to say that if two pizza offers from Groupon today are anything to go by, the writers are getting desperate:
“Pizzas must be eaten quickly, before they become cold and stand up to roll off the table. Avoid runaway morsels and dig in quickly to today’s Groupon: $29 pizza lunch for two ($61 value)…”
And…
Although at least the ACCC is not investigating them like the OFT in the UK where they’ve breached advertising rules 50 times in a year:
http://www.guardian.co.uk/medi.....sfeed=true
This is typical of the ridiculous stuff coming out of group-buying sites on a daily basis. I rewrote one of the intros for a client the other day – she didn’t have the budget but it was so bad I felt it was my moral obligation.
I explained it to her thus: the copywriters developing these have great linguistic and technical skills, but the creative (theirs or others) is just way off the mark. It’s like when you see houses that builders have built… they may be perfectly constructed but they’re usually absolute monstrosities. When they let an architect design it and focus on doing what they do best – building – the results are much better.
And so it seems to me that the answer to this problem is that they should employ a creative to develop the angles and then just let the writers write. Or at least have someone with veto power to just point out that the writer’s angle is ridiculous and plain not funny.