Grow Your Business

Think of a product you like, and chances are, you'll immediately recall the tagline from its TV or radio ad. You can credit effective copywriting for that. “Copywriting—in its strictest, marketing-related sense—refers to the words used in advertisements and commercials, written for the purpose of influencing attitudes and stimulating purchase and consumption, or other desired actions like voting,” says Jaime Ong Ph.D., a communications specialist with extensive experience in both the academe and industry.

While a tagline can immortalize a brand, it need not include the name of the product. Ong cites San Miguel Beer’s “Isang platitong mani” ad campaign—originally launched in the 1980s and updated in 2009—because “it evokes humor and good memories.” Both the words and imagery are accessible to mass consumers, which is San Miguel’s core market.

Panes cites McDonald’s for creating ads that have “struck a chord among Pinoy consumers.” He singles out the “Lolo” spot, a 30-second TV ad released in 2002 featuring an elderly man and his granddaughter Karen, whom he kept calling Gina. In the commercial, Karen is quietly upset at being mistaken for her sister. But her grandfather’s gesture—he carefully cuts his burger in half, wraps it, then sets it aside for “Karen, ang paborito kong apo” (my favorite grandchild)—melted her heart and viewers’, too.   

3. Provide collateral for sales staff.
Great copy has a long shelf life, so your company can use it over and over again. Not just as marketing material, but as a potent aid for your sales team. “Brands must have all elements aligned to a central theme and order,” says Molina. Having copy that accurately reflects what your product or service is all about can help you do exactly that, guiding your staff to determine the appropriate kind of language and tone to use, especially for sales pitches.

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