Group buying ads and the re-birth of copywriting

In this guest post, Peter Rush explains why writing ads for group buying sites is like a biker performing an extreme ramp jump.

Last week, in a job interview at a Pyrmont agency, I was asked to write a block of copy for one of those daily-deal group buying websites that are popping up everywhere. I’m told – but don’t believe – there are now 800 of these sights in Australia competing with the likes of Groupon and LivingSocial for our impulse purchases. You Google it, I’m busy. A civilian glancing at the sites sees bargains: “A Bali holiday, my fiancée’s name on a grain of rice and a colonic flush for just how much?!” But to a copywriter these sites offer a thrilling new subgenre.

I’m talking about that compelling paragraph of copy they all lead with. Open with a metaphor, get them smiling, then nodding, then clicking. To write this stuff takes a real fast, clever arse, thought-to-be-extinct copywriter. A surprising number of agency copywriters can’t actually write engaging, well-crafted copy. They’re ideas people who write the words at the bottom just to get the clever visual at the top through. And that’s fine if someone else in the agency can tidy the words up. But suddenly a new genre has hit town requiring a whole new breed – or the old breed  – of copywriter. And it’s no territory for the delicate petals among us.

While I was anxiously searching for my opening metaphor, listening to the Red Bull motorbike aerialists making a racket over on Cockatoo island, it occurred to me that writing this genre is like pulling off an extreme ramp jump.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

"*" indicates required fields

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.