Tag: advertising

What Makes a Successful Creative Billboard Ad?

Billboard advertising is a competition all its own. Not only for the attention and memorability of its target audience but also to stand out among all the other creative billboard ads flooding the busy streets. 

How does one cut through all the noise with enticing, yet effective messaging? How do businesses avoid adding to the chaos of visual voices all vying for attention? These are good questions to ask when strategizing to launch a billboard. 

What’s more, this type of advertising does not run cheap. When you invest in creative and cool billboard ads, it has to be effective. Some billboard creativity hits the target, making the financial investment payoff, while others flop. Why is this?
Let’s explore these winning billboard strategies to find out.

Creative Billboard Ads and Why They Work

Simplicity

Of everything you want to say to your moving audience, narrow it down to one main message. 

If you’re trying to share too much in one billboard, even if you’re trying to make it worth the money, this could easily work against you. If you approach the billboard concept confused about what you are trying to convey, chances are your audience will be just as mixed up digesting your creative messaging efforts. 

However, approaching a creative advertising project with a specific intention helps you execute a successfully targeted billboard advertising message. People’s attention spans tend to shrink when faced with a sea of media messages, let alone the capacity to remember the brand and its benefits. 

People don’t have much time to take their eyes off the road and focus on the details of your freeway-bound message. Perhaps this is why successful billboard advertising is typically only six words max. Or one. Or none. Whatever boosts your effectiveness in establishing your point.

Bottom line: Less is more. Less clutter, less wordy text, less unclear imagery, and more sales.

Clear Goal

If you have multiple priorities, you don’t have a priority. The same goes for goals in branding efforts using billboard ads. You need to set a clear goal and never lose sight of it throughout the strategy and implementation process. 

Ask yourself:

  • Who are you targeting? Why? 
  • What’s the one thing you want to accomplish through your billboard? Why? 
  • What is your call to action? Why?
  • Asking the question ‘why?’ forces you to dig deeper every time you ask it. In doing so, it reveals more of what’s beneath the surface and will help you get crystal clear on your intentions and how you will measure success. 

Here are some examples of common goals businesses of cool billboard ads:

  • Raise brand awareness
  • Raise awareness about a promotion or sale
  • Marketing a specific product or service
  • Get more customers in person or online
  • Generating interest in your brand

Bottom line: Set a clear goal and know why.

Determine Effectiveness

Don’t confuse creativity with effectiveness. Unfortunately, the most elaborate and quirky, creative ads don’t always translate to sales or brand awareness, or any of the other goals you have in mind. That is why you must always keep your goals center stage. 

You need to thoughtfully consider whether or not the text and visual strategy in place are going to support your anticipated outcome. After all, what good is it to have an over-the-top billboard and people miss the point or worse — mistake it for another business.

Bottom line: Funny, punchy, and creative are nice; but does it reach your goal?

ON Advertising Is One of Phoenix’s Top Advertising Agencies

ON Advertising consists of brand strategists working synergistically to develop and support successful market influence. Our full-scale consideration of each facet of marketing and advertising operates with clear goals and objectives laid out for each client and their unique needs. 

Our team of thinkers, creatives, and observers synergize their talents to develop a brand that works for you. Whether you are seeking additional billboard advertisement guidance or any other ad or marketing project, we can make it happen!
Contact us today to learn more about our services and how we can help your business shine.

What is the Difference Between UX and UI Design?

Websites, mobile apps, and smart home devices. Oh my! Utilizing your business’s digital presence in the most effective way is becoming more important every day. UX and UI design are at the forefront of successful technology integration. But what are these and how do they make your business’s digital interface a web-site for sore eyes?

As one of the top ad agencies in Arizona, ON Advertising is the go-to for quality services that put your business front and center of your customers. When you work with us, you’re not just receiving our creative minds and collective experience, you’re gaining a valuable partnership to increase ROI. Read our article below to learn how UX and UI design make your message stronger.

What is UI?

User Interface is the point of interaction between the user and a digital device or site. When it comes to designing a website, app, or ordering kiosk, UI considers every visual, functional, and interactive element that might be a part of a digital platform. A UI designer will think about icons, buttons, typography, color schemes, spacing, imagery, and responsive design. An effective user interface transfers the brand’s visual appeal into a digital format in a way that is consistent, coherent, and appealing.

What is UX?

User Experience or “UX” is the icing on the cake of great UI design. UX considers the customer’s needs above all else and ensures that the company creates a digital interface that meets those needs when and how the customer expects. A UX designer designs an experience, not just an interaction. They operate under the idea that any interface is always centered around the human being behind the screen. UX design includes:

  • Understanding Users: UX design requires research to understand the target audience.
  • Design Strategy: Develop the sequence of actions users take as they interact with the interface.
  • Analyzing Designs: UX continues even after a digital interface is launched by analyzing how people interact with the platform.

UX vs. UI

UX and UI constitute separate processes that each require separate tasks and understanding in order to achieve the most constructive design. A good way to compare the differences is that UX is the framework on which UI is built. UX measures and optimizes to support functionality. UI is the cosmetics and presentation that are generated based on the UX recommendations. 

Combining UX and UI Design

In the case of website design, UX and UI complement each other and make each other stronger. If your website has great UI, it might look appealing but be difficult to use. A website design with great UX might be simple to use, but terrible to look at. When it comes to your business’s online presence, having both is crucial to standing out amongst your competitors. 

For example, your new site just launched selling state-of-the-art sneakers. The text is easy to read, the color scheme is on-point, and the buttons are far enough apart that customers don’t tap the wrong shoes by mistake. That is UI. UX guarantees that the customer can search through their options and when they find the perfect pair, they can easily navigate to the checkout. 

ON Advertising Can Push Your Branding to the Next Level

To attract prospective customers, having an online presence is essential in today’s business world. By employing effective UX and UI design, you can develop a digital integration for your brand. 

As one of Arizona’s top marketing agencies, ON Advertising specializes in all things digital. By enlisting in our digital services, your brand will be represented by an online presence that looks and feels seamless to your customers.

A videographer in a ambient setting shooting a video for a retail business

Strong Creative Results in Strong Sales for Retail Business

If you own a retail business, you know firsthand how competitive the industry is. Not to mention, eCommerce shopping is only getting more prominent in our lives. So, how do you stand out from your competitors? ? Simple. Partner with a full-service advertising agency that can concept, develop, and place effective creative advertising to strengthen your sales numbers.

As one of the top ad agencies in Arizona, ON Advertising is the go-to for quality services that put your business front and center of your competition. When you work with us, you’re not just receiving our creative minds and collective experience, you’re gaining a valuable partnership to increase ROI. Read our article below to learn more about our creative services and how they can help your retail business find great success. 

Capture The Essence Of Your Retail Business With Video Production Services

Video production is nothing new to retail. In fact, businesses have been using professional video production for commercials and websites for a long while. With social media and other digital platforms only becoming more popular, there are many opportunities for retailers to highlight their brands visually.  Some benefits to consider when enlisting in video production services include:

  • Personalization for customers.
  • Showing them what you’re all about is better than telling them.
  • Powerful videos can result in better sales and conversions.
  • It adds a human element to your retail business.
  • Videos are perfect for showing off more complex products.

Looking To Resonate With Your Target Customers? Go With The Copywriter.

What separates a retail business from its competitors? Personality. To develop a brand tone of voice that truly resonates with your customer, you need a copywriter. They’re the chameleons of the advertising world as they can shapeshift words to fit what your customers are looking for. This will play a huge role in turning casual shoppers into loyal buyers. But, finding a formula that works for your business is critical. So, what exactly goes into great retail copywriting?

  • Great copywriting will focus on benefits, not features.
  • It will influence action and understand consumer behavior.
  • Great work can spark an emotional reaction.
  • Writers understand the importance of storytelling.

Graphic Designers Influence Consumer Behavior For Retail Businesses

Another important aspect of strong creative is the role of the graphic designer. The work they do is probably the most important as it helps capture your audience’s attention, intrigue them, and engage them. This is especially true when they’re partnered with a copywriter. Moreover, graphic design helps you form people’s positive perceptions of your brand, as well as inspire them to remember your products. Some benefits of partnering with a graphic designer include:

  • Strong graphic design can boost brand familiarity.
  • It can help tailor your brand to your customers’ needs.
  • They will understand color theory and what will be most impactful for your designs.
  • They can make your projects relatable to your target audience.

ON Advertising’s Creative Team Knows Retail

As one of the best creative agencies in Phoenix, ON Advertising are experts in developing successful brands. Our strategic approach will expand your company’s personality and help determine the image you wish to portray to the public. ON’s team of thinkers, creatives, and observers synergize their talents to develop a brand that works for you. Contact us today to learn more about our services and how we can help your business shine.

Two hands reaching out to each other, one black and one white, indicating diversity

Representation Matters: How Diversity Makes Advertising Stronger

In the last few years, issues surrounding diversity, equity, and inclusion have become prominent talking points in our society. It’s also become a focal point for the advertising industry, as more agencies and businesses include some level of diverseness in their messaging. It simply makes one’s advertising efforts stronger. But, how?

As one of the top ad agencies in Arizona, ON Advertising is the go-to for quality services that put your business front and center of your competition. When you work with us, you’re not just receiving our creative minds and collective experience, you’re gaining a valuable partnership to increase ROI. Read our article below to learn why representation in advertising is important and how it makes your message stronger.

The Rise of Diversity and Inclusion

In case you’ve been living under a rock, there have been several movements in our society that are fighting for equality and representation. These movements have advocated for the rights and protections of specific members of our communities, regardless of their race, sexuality, religion, nationality, and economic status. 

But, what does this have to do with advertising? Well, everything. Advertising is more than just selling a brand to a target audience, it can change how we view companies, people, and societal norms. While the advertising industry has notoriously played a huge role in creating and reinforcing stereotypes in years past, it also has the power to lead the charge in positive change. 

Kantar says it best, “the very best creative cannot only sell products and build brand equity, but it can also change behaviors and shape society.”

But, What is Diversity’s Role in My Messaging?

Surely, you’ve heard the United States is a melting pot of cultures and identities. According to Pew Research, roughly 40% of the U.S. population is a racial or ethnic minority. Furthermore, the average age of those minority groups tends to be much younger than that of non-Hispanic whites. 

There is evidence to support that progressive and inclusive advertising improves ROI. Why? Because many consumers recognize its importance. It’s comparatively like the eco-friendly consumer movement that buys products from companies that emphasize sustainable operations. It makes them feel good that the brands they follow support a cause they resonate with. This bonds customers and companies in a common goal, resulting in stronger brand loyalty.

What Can My Company Do to Ensure Diversity is in My Advertising? 

If you’re working towards more diversity in your marketing efforts, good on you. It’s an admirable goal to strive for, but it’s also critical you get it right. Otherwise, your company’s message may be viewed as simply “woke-washing”. This term is used to describe companies that are only using diversity as a superficial lip service as opposed to an actual meaningful action. So, we recommend that you also look at your internal operations to make sure you’re practicing what you preach.

Some things to consider when it comes to diversity in messaging:

  • Understand Gender: In AdReaction’s ‘Getting Gender Right’ study, they found that ¾ of consumers believe the way they are portrayed in advertising is completely out of touch. They found women were being over targeted in ads for products like laundry and household products, while under targeted in areas like automotive. 
  • Gender and Race Inclusive: Looking at today’s advertising, you can take many approaches to how you portray race and gender. The two most common are: explicit and implicit. Explicit being that you’re promoting products specifically made by minority groups or showing direct support for advocacy groups and minority interests. Implicit advertising is simply just showing more diversity in the actors you choose to be in your ad, like including a black postal worker, a female CEO, or a Hispanic chef. 
  • Inclusivity Promotes Sales: Following the rise of the Black Lives Matter movement, researchers found that inclusion contributes to long-term equity by positioning the brand as emotionally different. This results in short-term sales due to making one’s message impactful for customers. 

You (or the ad agency you partner with) must conduct extensive research into your market and examine how people engage with your brand. This will give you an idea of who exactly is buying your products and what they think of your current messaging. This will give you valuable insights into what your future messaging goals should be.

ON Advertising Can Push Your Branding to the Next Level

Diversity and inclusion in advertising should be more than just a marketing strategy, it should be a mirror image of our society as a whole. If your company is working towards a more inclusive image, it needs to start from within before you share it with the world. 
Once you get there, ON Advertising is the expert team to help highlight these actions and turn this mission into impactful messaging. Our strategic approach will expand your company’s personality and help highlight the image you wish to portray to the public. ON’s team of thinkers, creatives, and observers synergize their talents to develop a brand that works for you. Contact us today to learn more about our services and how we can help your business shine.

The Phoenix skyline where ON was named one of the best advertising agencies in phoenix

We Did It Again: ON is One of the Best Advertising Agencies in Phoenix

There’s nothing like being acknowledged for your hard work. ON Advertising is excited to share that we have been named one of the best advertising agencies in Phoenix in 2022. Between our company’s growth and working with many new exciting clients, this is just the icing on the cake. So far we’ve been recognized by two publications, Expertise.com and Digital.com. We’re extremely proud of our team and can’t wait to see what else we achieve this year. You can learn how we were able to obtain these awards below. 

How Did Expertise.com Name Us One of the Best Advertising Agencies in Phoenix

Expertise’s goal is to connect people with the best local experts. They scored over 254 agencies in Phoenix and broke down the best 35 based on each company’s availability, qualifications, reputation, experience, and professionalism. Based on their scores, this is what ON Advertising got:

  • Online Profile: Good
  • Average Review Score: 4.6/5 (Best)
  • Total Reviews: 11 (Better)
  • Score Consistency: Consistent (Best)

How Did Digital.com Name Us One of the Best Advertising Agencies in Phoenix

Digital’s advertising and marketing agency reviews are based on over 40 hours of research on 230+ agencies across the web. Their goal is to help small businesses and startups find the best advertising and marketing agency for their needs. They evaluate agencies based on their service lines, their size, and the industries that they focus on. Based on their research for the Phoenix metro area, ON Advertising is one of two standouts.

ON Advertising is Your Choice for Quality Marketing Services

As one of the top advertising agencies in Phoenix, Arizona, we strive to combine innovation and creative ideas to every assignment. Whether it’s part of our video production services and social media or our PR capabilities and event planning, we’re the go-to for quality servicing. We’re excited to continue this mission and look forward to developing new projects and relationships with our clients. If you’re looking to enhance your marketing efforts this year, contact us and one of our team members will be in touch.

ON Advertising and Peddler's Son delivering food for the canned food drive

ON Advertising Is Proud to Give Back With a Canned Food Drive

The past year has been challenging for many people across the State of Arizona. In the spirit of the holidays, ON Advertising felt it was necessary to give back to the community that needs it most. So, in partnership with Peddler’s Son, we launched a canned food drive to benefit the Harvest Compassion Center of North Phoenix. Read our article below to learn more about our canned food initiative. 

Arizona is Hungry and Needs Help

According to the Harvest Compassion Center website, 1 in 4 Arizona children and 1 in 5 adults are hungry. Arizona ranks 13th worst in the country in food hardship, with 19.2% of Arizonians not having enough money to provide food for their family throughout the year. The national food hardship rate is 17.2%.

That’s not even accounting for the hardships people have struggled with during the COVID-19 pandemic. While we were fortunate enough to have had a successful year, we knew many others haven’t, so we decided to give back.

In Partnership with Peddler’s Son, We Started a Canned Food Drive

Both companies launched a food drive to help support the Harvest Compassion Center of North Phoenix and its mission in feeding families in need. Nobody should go hungry, especially around the holidays, so our team and clients brought in nonperishable food and supplies to help keep people fed. 

Bechét Proto, an ON Advertising Account Executive and lead on this project states, “It’s such a joy to be able to collaborate with our teams in an effort that helps benefit others. In the spirit of the giving season, it’s important to acknowledge the successes we’ve had, and to be able to pay it forward is both rewarding and meaningful. When we donated food to Harvest Compassion Center, there was a line out the door. To see who we are helping makes a small project like this feel like a big difference in the community.” 

What Did We Accomplish With Our Canned Food Drive?

We are happy to share that between both ON Advertising and Peddler’s Son, the Harvest Compassion Center of North Phoenix received over 100 pounds of food and supplies. We’re extremely proud of our team and clients for stepping up this year to give back to our community.

Bechét describes the excitement of reaching our goal, “Peddler’s Son has a lot of experience in giving back to the community, and it was inspiring to us to be able to jump in and help. Even with our small team, we ended up filling all of our boxes to meet our goal. If you are willing and able to give back, I highly recommend it because it brings people together and shines light amongst any negativity that might be going on.” 

If you’d like to get involved with the Harvest Compassion Center, visit their website and reach out so you can play a part in making a difference. 

Looking For Help Boosting Your Marketing Activity in 2022? ON Advertising is Here.

For more than 25 years, ON Advertising has been one of Phoenix, Arizona’s premier marketing firms. Our agency is composed of a variety of professionals ranging from marketing strategists and account executives to creative video producers and graphic designers. We’re the source for marketing solutions that bring you an increase in ROI. Contact us today and learn how our team can help elevate your business. 

A man writing Grand Opening on a chalkboard outside of the retail space

5 Grand Opening Ideas That Put Retailers in the Spotlight

Opening a business is one of the most exhilarating, yet nerve-wracking, experiences for any business owner. You repeatedly ask yourself, how are you going to attract customers to your business and how are you going to retain them? Well, one way you can achieve this is by introducing your target market to your business with a grand opening event. But, what exactly does that entail?

ON Advertising is one of Arizona’s top full-service marketing agencies whose services range from advertising and digital marketing to public relations and video production. We handle almost every aspect of your marketing strategy to ensure your business is front and center of your target audience. Our event planning team has helped hundreds of businesses turn grand opening ideas into reality. Read our blog post below to learn about some ideas that will help put your retail store on the map. 

Offer a Pop-Up Experience

One way you can attract attention towards your business is to offer a nearby pop-up experience for your grand opening. Consider planning something special to get your name out there. You may even use brand ambassadors to hand out flyers to your target audience in a place where they frequent. Seeing and taking part in an experience in-person offers a better chance for people to recall your business when they require your products.

Hand Out Some Swag at Your Grand Opening

Surely, you have one or two shirts hanging in the closet from a business trying to get their name out there. You probably have more branded pencils than you can even count. Offering swag to prospective customers is an excellent way to entice people to check out your store because who doesn’t like free stuff? People are attracted to it like a magnet. Moreover, they will have an easier time remembering your business as they use your pencils, comb through their closet, or use your tote bag for groceries.

Get Neighboring Businesses Involved in Your Grand Opening

Another way you can attract customers to your store is by getting nearby businesses involved in your opening festivities. You can invite them to come to your event and offer extra discounts and incentives for visiting. For example, perhaps the employees of another business can get 10% off their first purchase if they shop with you. Additionally, building a strong bond with neighboring businesses can help lead to strong marketing opportunities to push your business even further.

Promote Your Grand Opening on Social Media

Let’s face it, everyone is on social media. This means your business needs a presence there too. Creating an event page or posting on social media about your event is a great way to attract customers to your website and grand opening event. It’s a relatively easy thing to do, with lots of potential for attracting your target audience. Users who respond to your event page can even help you determine how many people you might expect at your event.

Incorporate Live Music on Your Big Day

People are attracted to music, and booking a band to perform at your grand opening event can be a great way to increase awareness. It also creates great background noise and gives attendees something to watch as they take a break from shopping. Not to mention it’s much like your partnership with neighboring businesses, where you both promote one another to increase your brand exposure. 

ON Advertising Can Help You Hold ANY Event

Our team has been involved in just about every type of event imaginable. We’ve assisted in small networking events to large grand opening celebrations. We develop strategies and concepts from scratch to ensure your event runs smoothly and your goals are met. Contact us today and learn how our event planning team can assist in your events. 

Square blocks lined up to read different aspects what makes up brands with personality

3 Considerations for Creating Strong Brands with Personality

Whether you’re stressfully engaging in a job interview or charming your way through a first date; first impressions are important. That same mentality is no different for companies looking to create brands with personality. It’s absolutely critical to developing a brand personality that resonates and attracts consumers to your business. But, what are some ways this can be achieved?

As one of the top ad agencies in Arizona, ON Advertising is the go-to for quality services that put your business front and center of your competition. When you work with us, you’re not just receiving our creative minds and collective experience, you’re gaining a valuable partnership to increase ROI. Read our article below to learn what goes into creating successful brands with personality.

Brands with Personality: What is it?

Brand personality is an important component for every business as it essentially encompasses the human characteristics tied to your brand. There are few questions you need to ask yourself when developing your brand tone of voice. 

  • How would your brand be perceived?
  • What age group are you trying to target?
  • What is their social class?
  • How does your brand act when compared to your competitors?

What is Your Brand’s Personality Type?

Jennifer Aaker, a researcher at Stanford, created a paper that breaks down the 5 frameworks of a brand personality. These include:

  • Sincerity: Down-to-earth, honest, wholesome, cheerful
  • Excitement: Daring, spirited, imaginative, up-to-date
  • Competence: Reliable, intelligent, successful, hardworking 
  • Sophistication: Upper class, charming, glamorous, feminine 
  • Ruggedness: Outdoorsy, tough, masculine, western

You’ll want to pick 3-5 personality traits you want to be perceived when people think of your brand. The simple framework can help you differentiate yourself from your competitors and give you a clear direction on how to create brands with personality. 

Creating Brands with Personality with Strong Messaging

Now that you’ve identified the personality type you’re trying to go for, it’s time to develop your messaging. Whether it be on your website, social media, advertising, etc., everything revolves around your messaging. Additionally, your messaging should complement your visual components. This may include:

  • What fonts you are using
  • Your logo
  • The images and videos you’re using  

Copywriting also plays a significant role in your messaging. To convey what you’re all about, you need to articulate it through website copy, ads, videos, social media graphics/captions, etc. Copywriting is what drives home brands with personality by informing and exciting target audiences about one’s brand.

Frankie Calandra, ON Advertising’s copywriter, explains, “your messaging is the lifeblood of your brand. It’s meant to highlight what you are all about and why the customer should care about you. We’re all attracted to different personalities, so it’s important to develop one for your brand to attract your audience.” He explains further, “whenever I work on website copy or an ad piece I brainstorm ways to make the client stand out. I look at what they’ve done previously, where they’d like to take their brand, and what resonates with their audience. Also, I look at what their competitors are doing. Once I’ve identified them, I jump into brainstorming mode and craft messaging unique to them.”

Successful Brands with Personality are Consistent

As previously mentioned, everything revolves around your messaging. From social media and email marketing to your website and advertising spots, your personality should be consistent across all platforms. Think about how disjointed it would be if you came off as glamorous and sophisticated on your website, while your social media is heavily masculine and tough. It just wouldn’t click and your audience would take notice.

Stay the course, stay consistent with your personality across all your marketing efforts. If your branding isn’t resonating with your target audience, it’s okay to reevaluate what your brand’s personality should be. That is why we encourage A/B testing to see what is working to develop a better course of action.

ON Advertising Creates Brands with Personality

As one of the best creative agencies in Phoenix, ON Advertising are experts in developing successful brands. Our strategic approach will expand your company’s personality and help determine the image you wish to portray to the public. ON’s team of thinkers, creatives, and observers synergize their talents to develop a brand that works for you. Contact us today to learn more about our services and how we can help your business shine.

A Copywriter brainstorming ideas for a piece of advertising

What Does a Copywriter Do and Why Do You Need One?

Go to anyone in the advertising world and they’ll tell you content is king. Look at all of the great advertisements in history, each has a unique way of connecting to the public and they transcend the idea of a “simple ad”. Instead, they become a part of a culture, even if it’s for a few days or years. A large part of its unicity is the role of the copywriter and the creative, persuasive wordplay they bring to all mediums of advertising. While it’s not entirely different from what you probably saw from Peggy Olson and Don Draper in Mad Men, the writer’s role has evolved quite a lot in the past 50 years.

At ON Advertising, we appreciate good creative. We strive to develop incredible ads that create a response with our clients’ target audience. Our creative staff is comprised of a team of video production professionals, graphic designers, and a copywriter; who specialize in making your brand stand out with memorable advertising.  Read our blog post below to learn more about what the copywriter does in an ad agency and why it is important for one’s branding. 

What is a Copywriter?

Before we get into what a copywriter does, let’s talk about what a copywriter exactly is. They’re the wordsmiths of the advertising world that turn simple messaging into exciting branding exclamations. They encourage people to act in some way with their toolbox of adjectives, verbs, and buzzwords that resonate with consumers. Additionally, they’re an important part of the creative brainstorming process by sharing ideas for video scripts, content direction, and the overall feel of a piece of advertising.

What Does a Copywriter Do?

Research… Lots and Lots of Research

For many writers, each project begins with a brief and a strenuous research process. Once the copywriter understands what the client or manager is looking for, they go deep into research.

Frankie Calandra, ON Advertising’s in-house copywriter, explains his research process, “Typically when I get a project I start with extensive research on the client and what their competitors are doing.” He continues, “then I brainstorm ways to make the client stand out from their competitors by using verbiage that might connect with their target audience.”

it’s also not uncommon for writers to use keyword research to guide them when developing website content, i.e. websites and blog posts. 

Of Course, a Copywriter is Going to Write

As you’d expect, writing is the main responsibility of the copywriter. They work in a variety of areas by brainstorming and creating engaging prose that enlists a response. Some of the most common types of copy they write include:

  • Webpages
  • Blog posts
  • Landing pages
  • Printed, radio, and video ads
  • Email marketing
  • Brand taglines
  • Product descriptions
  • And many more

Additionally, many copywriters must follow specific guidelines every time they produce copy. For example, when it comes to digital writing they must incorporate keywords into the website content and blog posts for search engine optimization (SEO) purposes. 

The Copywriter Collaborates with All Members of the Agency

Of course, the copywriter works very closely with other members of the creative team. It’s not uncommon for them to share ideas with the graphic designer working on the project, or go to the creative director for some guidance on a piece. Also, writers collaborate with the video production team to develop the direction of a video spot. 

While the writer may be a full-fledged member of the creative team, they work closely with all members of an ad agency. For example, they work with the accounts team quite often to better understand what the client is looking for in a project. Also, they collaborate with the social media team to ensure the brand tone of voice aligns with what is established for the client. 

Create Inspired Taglines and Engaging Content

Copywriters spend an extraordinary amount of time researching and writing headlines and content for blog posts, sales pages, website copy, and brochures. It’s fairly typical for writers to run tagline ideas to other writers, marketers, and clients to gauge how well they may be received. Depending on the feedback, they’ll refine the taglines to make them truly stand out. 

They also create content that engages the audience. One way our copywriter measures copy performance is by looking at our clients’ Google Analytics report. He explains, “there are three things that I look at after publishing a blog post or launching a website: specific page views, average time on the page, and where it ranks on the website’s popular pages.” 

This information gives Frankie and other writers an idea of how engaging the copy is for the user. As well as how enticing the headline is in attracting users to the website. So, you better believe Frankie will be spying on this blog post’s Google Analytics report to see how it performs!

Good Copy That Reflects Your Brand Image

A good advertisement is not just about colorful designs and attractive product placements. Incorporating copy into the mix, or at least considering it, is an absolute must. 

Good copy is what connects people to a brand by playing to their interests and personality. It creates a strong brand tone of voice that consumers resonate with and one they come back to ensure their favorite brands are still one of their own. It projects an image of what a company is all about and sells it to the consumer with captivating writing. 

One brand ON Advertising is particularly proud to establish its brand tone of voice is JRI Hospitality’s The Original Grande. 

Frankie explains his approach to developing the tone for The Original Grande, “After a lot of research and brainstorming, I geared the brand tone of voice towards a more laid-back, fun attitude to promote a more casual environment. While the restaurant chain isn’t open yet, I can’t wait to see how people react to the work we’re doing for The Original Grande.”

Make Your Brand Stand Out With ON Advertising’s Creative Services

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