WEEK 1 - Creative Post - DAVID JOHN ABBOTT’S COPY STRATEGY

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DAVID JOHN ABBOTT’S COPY STRATEGY
Image via: https://www.coloribus.com/adsarchive/prints/crest-extra-whitening-toothpaste-corn-2944155/

The main message for this Crest extra whitening toothpaste ad is that even typical yellow objects such as a corn can also turn white after using this Crest toothpaste. It simply shows how you can achieve pearly white teeth with this product.
David’s copywriting approach focuses on promoting brand character by spending time finding facts and doing research about the products before writing (Di Tempora, 2014). This copywriting technique of David can be simply applied to this Crest toothpaste ad as this can help in truly understanding the products and the true appeal of your product. Furthermore, David’s copywriting also focuses on his choice of word to use in the ad. The word he chooses to use in the ads is so real as if he was speaking to you. The Crest ads can use this technique by using an interesting and meaningful word that speaks to the audience’s mind and hearts.

Newly created copy for the ad
Headline: WE DON’T LIKE YELLOW
Body Copy: Make your smile your best accessory. Introducing the Crest Extra Whitening Toothpaste that removes up to 90% of surface stains and keeps teeth tartar free.  Show your Shinier smile and whiter teeth in 1 week!
Call to action: Visit any store today to get Crest for a healthy and whiter teeth.

By: Chiew Yin Wei
Reference List

Di Tempora, N. (2014). What Makes You Great at Copywriting? David Abbott. [online] Copywriting in Action School. Available at: http://copywritinginaction.com.au/david-abbott/ [Accessed 10 Sep. 2017].

Comments

  1. UnknownSeptember 10, 2017 at 8:18 PM

    I think the headline is lacking of creativity, you may apply more creativity to attract the customers. Moreover, by looking at the headline, the customers may be confused that the words you used to advertise your product. However, I like the new body copy as it focuses more on the benefits of the product, which is a great way to gain the attention of the customers. For example, “Show your Shinier smile and whiter teeth in 1 week!” This message may help on a compelling product that sticks in the customer’s mind. Other than that, you can also add some features on strengthening the product, which can gain more attention from the customers.

    Editor: Ting Yie Chee

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