The dead-weight tagline my client imposed was the gift that kept on giving this freelance copywriter more concepts.
My freelance client, Handy Andy, handed me the slogan, “Nobody but nobody sells for less.” In a previous post I described how the constraints of working with this burdensome line actually gave wing to quite decent concepts for radio and television commercial scripts.
I asked myself questions along the lines of:
Who could sell for less?
Well, a crook could sell for less. So I had fun scripting radio and TV spots dramatizing that.
I asked myself:
If nobody sells for less, how do other stores compete?
Here’s my answer:
When the client wanted concepts and copy for yet more television spots to drive home their promise, I asked myself:
Who doesn’t care that nobody sells for less?
The answer was someone who’s too dumb to understand the benefit or someone who’s just too rich to care.
So I scripted a spot set in a big box store where an actual dummy is shopping and runs into another customer who’s actually made out of money. Quite surreal. The bills were blooming out of the aristocrat’s shirt. The dummy’s arm flew off when he proudly exclaimed he didn’t care about low prices.
The ads worked, so my client kept asking me to ask myself more questions, so I could turn around and script more commercials.
Since I was getting paid and the ads were working, I was happy to ask myself:
Who cares too much that nobody but nobody sells for less?
Here’s some of the fun I had answering myself…
“Big Chill Anniversary Sale”
I could go on and on.
But you get the ear picture.Author: Dan Goldstein