Technique: Spice up your copy with a good bit of personification.
Facts are facts. But fact stating isn't copywriting, that's journalism.
As ad legend Bill Bernbach once said about the copywriter's job, "Our job is to bring the dead facts to life."
A classic writing technique advertising copywriters use to bring dead product facts to life is personification.
The real beauty of using personification is that it lets you spice up your copy with words that play a larger role than the reader expects.
What this means is personification gives human qualities and feelings to any inanimate object.
Like for example, a bottle of Vodka.
In the 1960s, in Life Magazine, ad legend George Lois made Wolfschmidt Vodka famous.
And Lois did it with an ad campaign that shocked and delighted vodka drinkers.
The first ad showed a Wolfschmidt vodka bottle flirting with a tomato.
A week later, another ad followed.
Seducing an orange, the bottle gets hit with the comeback, "Who was the tomato I saw you with last week?"
Week after week, Wolfschmidt flirted with lemons, limes, olives and onions, all using erotic innuendo.
If everyone in your industry sounds too corporate-y, do the complete opposite. Use personification to address the reader directly and bring life to dead product facts.
This will make your brand sound more relatable.
For example see Sproos!
They sell easy-to-install shower kits made for renters, but their website homepage sub-headline reminds the reader in a fun and unexpected way how intimate we all are to our showers.
