Bob Bly Direct Response Copywriter Official Banner

When Copywriters Don’t Think

May 2nd, 2007 by Bob Bly

With all the increased emphasis on copywriting education today, it’s amazing how much bad copy gets written.

Case in point: the headline on a recent ad selling a book on big band music, which said:

“Swing has never gone out of style!”

It fails because it is so clearly in opposition to the truth, which is that swing HAS gone out of style.

The big bands survive as a shadow of their former selves. Many famous band leaders now perform with smaller groups, since the modest ticket sales don’t cover the costs of a full orchestra. One big band trumpet star was even reduced to giving private lessons to supplement his performing income!

The headline is also off base because it assumes that we big band aficianados CARE that our music is out of style.

We don’t. We love listening to swing, and pride ourselves on the superiority of our eclectic taste in music.

Really, the copywriter was aiming at the wrong audience.

He was trying to get general book readers to buy a book on big bands by making the case — false and not believable — that swing is still hot.

What he SHOULD have done is forget those readers and concentrate on the real market for a book on the big bands: people who love big band music — don’t you agree?


This entry was posted on Wednesday, May 2nd, 2007 at 8:02 am and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

23 responses about “When Copywriters Don’t Think”

  1. Sante said:

    Sounds right but I am wondering what went on behind the scenes, when the copywriter sat with the Client who may have refused just this approach – it happens all the time …

  2. Mike Sieber said:

    Agree Sante. I’m not a brilliant writer by any stretch, but I’ve come up with a few gems that were rejected by clients in favor of something totally generic and off the mark.

  3. copywriting services said:

    Hi Bob,

    Sorry if I am hijacking this discussion to a different subject.

    So how do you actually handle this kind of a situation where your ideas get killed by the client?

    In my short career(I just started writing copy this January), I created a headline and a lead which I felt was appropriate and was neatly rejected by the client saying I am sounding too negative.

    Needless to say that I am frustrated,

    Edward Santosh

  4. Butch Farley said:

    I have to agree with you…

    In true new-copywriter form I’m spending waaay too long on this…

    But, my own thought process rambles around these ideas…

    The big band era…I don’t know much about it… yet, I feel the rhythm of a bygone era…one that was more carefree, happier…energized, passionate…romantic…despite, or maybe even because of, the challenges of a recovering economy and war.

    Its the feeling of nostalgia, if not the definition….the rebirth of a nation….accompanied by the birth of a new era in American music?

    I’m a product of that era, a boomer…maybe thats why it almost feels like I was a part of it.

    The title “Swing has never gone out of style!”?…Nah.

    It IS out of style…so make me want to relive it…

    Give me a title that evokes the memories, even the fantasy, of an era wrapped in the music of swing.

  5. kids loft bedroom sets said:

    This site certainly has all the information I needed concerning this subject and didn’t know who to ask.

  6. Missy Temme said:

    Aw, this was a very nice post. Taking a few minutes and actual effort to create a really good article… but what can I say… I procrastinate a whole lot and don’t seem to get nearly anything done.

  7. Gracia Been said:

    What’s Happening i’m new to this, I stumbled upon this I’ve found It totally valuable and it has helped me out loads. I hope to contribute & help other consumers like its helped me. Wonderful work.

  8. Lawanda Divirgilio said:

    What i never realize is in fact how that you are not in fact way more very well-liked than you may very well be at the moment. You’re quite clever. You realize consequently significantly relating to this subject, developed me personally think about it from so many varied angles. Its like females and adult males aren’t fascinated until it’s a single point to do with Woman gaga! Your own personal stuffs exceptional. At all times sustain it up!

  9. Shan Ekstrum said:

    Beneficial web website! I truly really like how it can be basic on my eyes and the data are well published. I’m wondering how I may very well be notified when a whole new put up has long been created. We have subscribed in your feed which must do the trick! Use a good working day!

  10. Shiela Tonelli said:

    I used to be quite pleased to look for out this world wide web-internet site.I wished to thanks to your time for this wonderful find out!! I undoubtedly enjoying every single small little bit of it and I’ve you bookmarked to check out new stuff you weblog post.

  11. Coleen Serafino said:

    Super-Duper web site! I’m loving it!! Will be rear afterwards to study some additional. I’m bookmarking your feeds also

  12. Jeannine Cieloszyk said:

    you might have an amazing blog site here! would you choose to make some invite posts on my weblog?

  13. Thersa Bleiler said:

    Hello my friend! I want to say that this posting is astounding, good published and consist of roughly all essential infos. I would like to determine extra posts like this .

  14. dg hours said:

    Dollar General is one of the largest retailers in the United States. Dollar General Hours of Operation will give you a clear idea about its opening hours and closing hours.

    dollar general hours |
    dg hours

  15. rmconcrete said:

    Ready Mix Concrete is gaining its popularity and becoming the need of the hours for contractors in Hyderabad. It is used both for commercial and residential purposes.

  16. said: IP address is one of the most used IP for routers. It’s used to access the router management interface (also called the admin panel)

  17. severo said:

    Attorney Severo has on average reduced sentencing for his clients by 60% and holds the record to date, for the largest verdict rendered against the city of Los Angeles in a police misconduct case.

  18. Joshua Watson said:

    Copywriting techniques are similar to those we use when we paraphrase the sentences in the attempt to sound more familiar. Copywriters of do not use eloquent phrases, because the writing style should be transparent: they create Transparent Writing Assignments at SLCC.

  19. said:

    41 Such great infromation you have put on your blog post. I really appreciated it.

  20. moharris said:

    Super-Duper web site! I’m loving it!! Will be rear afterwards to study some additional. Read blog aslihan karalar bio
    aslihan karalar wiki
    aslihan karalar age

  21. Corwin said:

    We all immediately recognize the flat snoot, wrinkled face, and large expressive eyes of the loveable Pug. The Pug breed’s roots can be tracked back to Imperial China in 700 alerting Holland’s William I, Prince of Orange, to an assassination attempt by Spain. Over time, pugs have been the favored breed or both royals and celebrities—from Napoleon and Queen Victoria to Andy Warhol and Rob Zombie.

  22. Disassembly Services Punta Gorda FL said:

    Thank you very much for keep this information.

  23. robert said:

Leave a Reply