Lessons From A Master Copywriter

There is a very good discussion of an excellent advertising campaign by Tom Albrigton at ABC Copywriting.

cat-poster-rt-2My only added comment would relate to the Medium used. A HAND WRITTEN poster.  Marshall McLuhan said “The medium is the message” meaning that the form of a medium embeds itself in the message, creating a symbiotic relationship by which the medium influences how the message is perceived. The simple hand written poster has a greater impact that a professional looking poster would.

The the person who wrote this poster has a problem that is common, and posters are a common way of appealing for help. Recently a large area of Launceston was papered with hundreds of  laminated, professional looking colour posters about a lost or stolen dog, and offering a $5000 reward.

This poster is, for me, more effective. It is not just the message, that is discussed in detail in this post. The format, or medium contributes a powerful message itself.

Update: Tom advises that Merlin has been safely returned to his owner – sorry cats don’t have owners, they have STAFF.

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