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1. Remember the Swoosh
Great copy defines great brands! While he was teaching an accounting class at Portland State University, Phil Knight met a graphic design student who helped his company come up with a logo for the company’s new running shoe brand, Nike. The copy concept for that logo, the Swoosh, is now known globally.
2. Be As Good As Your Word
Great copy inspires trust! In the PC wars of the last two decades, one brand became criticized for a too-frequent crash state that many referred to as the "blue screen of death.” Its chief rival launched a revolutionary OS with the tagline, “It just works!”
Great copy sets a standard. It is your brand promise. This is the story of who you are, what you do, and what benefits you create for customers. The brand promise needs to be compelling and believable. Your challenge is to deliver on that promise. Apple did that for OS X with “It just works”!
3. Supercharge Your Marketing
Great copy fuels marketing! In creating the Customer Development methodology for startups that led to the Lean Startup movement, Steve Blank determined that marketing should be considered as important as engineering and product development. High-octane copy drives marketing campaigns over the finish line first.
4. Raise the Competitive Bar
Great copy differentiates! When Steve Jobs came back to Apple as CEO, the company was struggling. Windows machines seemed to dominate the PC landscape as the de facto standard. With the help of Chiat/Day, Jobs sought to reinforce the company philosophy by telling the market to “Think Different.” Those two words rallied a cult-like following that set Apple apart from its competition.
5. Keep It Fresh
Great copy narrates the new! Lean startups “persevere” and “pivot.” New markets arise. Technology changes. Innovative products launch. Agile is not just a development process; it is how a new business thrives – build, measure, learn. Great copy tells that story as it is unfolding.
