In the wild, wild world of advertising and marketing, where brands are locked in an epic battle for attention, it’s survival of the quirkiest. Forget the old, stuffy copywriting techniques that put people to sleep faster than a boring lecture on the history of paperclips. In this age of authenticity and craving unique experiences, embracing quirkiness in your copy is like being the only person wielding a lightsabre in battle of butter knives.
This article is your ticket to understanding how unconventional copywriting not only captivates audiences but also makes your brand the life of the party. So grab your funky hat and prepare for a journey into the land of whimsical words and wacky wonders!
Okay, I’m exaggerating, ironically writing about quirky copy is quite mundane, but it’s useful stuff to know if you’re marketing your business!
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Breaking the Monotony
We’re all inundated with advertisements and marketing messages, from scrolling on TikTok to walking down the street, watching TV or checking our email, advertisements and marketing content is everywhere. Consumers have developed an almost automatic scrolling reflex to bypass the predictable and mundane. However, when confronted with unconventional copy, their attention is suddenly piqued. Quirky copy breaks the monotony, disrupts the expected, and grabs the reader’s attention. Whether it’s through unexpected wordplay, witty humour, or an imaginative approach, unconventional copy injects a breath of fresh air into the advertising landscape.
Forging an Emotional Connection
Beyond capturing attention, quirkiness in copy has the unique ability to tap into the emotions of the audience. By infusing humour, clever wordplay, or unexpected twists, brands can create an emotional connection that resonates deeply. When consumers encounter copy that makes them smile, laugh, or think, they form a positive association with the brand. This emotional bond not only makes the brand memorable but also encourages sharing and word-of-mouth promotion.
Differentiating from Competitors
Picture this: You’re lost in a chaotic marketplace, surrounded by a sea of indistinguishable brands offering the same old stuff. It’s like a monotonous party where everyone is wearing the same boring outfit. But fear not, my friend, because here comes the Quirk Squad to save the day! In this dog-eat-dog world of fierce competition, quirky copy is like a magic potion that transforms your brand into a sparkling unicorn amidst a herd of plain ol’ horses. By infusing your copy with a personality that’s as distinct as a pineapple wearing sunglasses, you’ll carve out a niche that’s cooler than a penguin on rollerblades.
Quirky copy is your secret weapon to break free from the chains of conformity and give your brand the personality makeover it deserves. So grab your kazoo, put on your dancing shoes, and let your copy be the life of the marketplace party! Your competitors will be scratching their heads wondering how you managed to be the brightest, quirkiest star in the crowded sky.
Authenticity and Relatability
Audiences crave authenticity and relatability in their interactions with brands. Quirky copy allows brands to showcase their human side, embracing imperfections and celebrating individuality. By being unapologetically themselves, brands can connect with their target audience on a personal level. Quirky copy helps humanise the brand, making it relatable and approachable. When consumers feel a genuine connection with a brand, they are more likely to develop trust, loyalty, and a sense of shared values.
In the age of social media, where content spreads like wildfire, a clever and quirky message has the potential to capture the attention of millions. Quirky and unconventional copy is highly shareable and has the potential to go viral. When audiences come across copy that surprises, entertains, or challenges them, they feel compelled to share it with their networks. This organic sharing amplifies the brand’s reach exponentially, allowing it to gain visibility and exposure far beyond its initial audience.
What Is Conventional Copy?
Conventional copy refers to the tried-and-tested methods and techniques commonly used in copywriting. It often follows established formulas and follows a more traditional approach to communication. Conventional copy typically focuses on delivering clear, straightforward messages to the target audience, highlighting the features and benefits of a product or service.
Familiar Structure and Tone
Conventional copy adheres to a familiar structure that includes a headline, subheadings, body copy, and a call-to-action. It follows a logical flow, providing relevant information about the product or service in a clear and concise manner. The tone of conventional copy tends to be more formal and professional, aiming to convey credibility and trustworthiness.
Features and Benefits
In conventional copy, the emphasis is often placed on highlighting the features and benefits of a product or service. It focuses on explaining how the offering solves a problem or meets a specific need of the target audience. The copywriter aims to present the information in a straightforward manner, detailing the product’s specifications, functionality, and advantages.
Conventional copy generally relies on rational appeal to persuade the audience. It presents logical arguments, statistics, and factual information to support the claims made about the product or service. The copywriter aims to convince the audience by providing evidence and showcasing the product’s reliability, quality, or effectiveness.
Clarity and Simplicity
One of the key characteristics of conventional copy is its clarity and simplicity. It aims to convey the intended message in the most straightforward way possible, avoiding complex language or convoluted metaphors. The copywriter ensures that the copy is easily understandable to a wide range of readers, removing any potential barriers to comprehension.
Following Industry Norms
Ah, conventional copy, the rule follower of the advertising world. It’s like that responsible friend who gets left waiting for the green man to come on while everyone else safely crosses a completely empty road. There’s no traffic coming, but they just can’t bring themselves to step off the pavement while that little red dude is showing. (For my American friends, jaywalking is not a thing in England!).
Conventional copy takes inspiration from successful campaigns and copywriting practices, like a copycat that can’t resist mimicking the popular kids to fit in. But let’s face it, in today’s fast-paced media circus, conventional copy is like a turtle in a race against cheetahs. Sure, it can deliver a clear message, but captivating audiences? Well, that’s a whole different ballgame.
Enter the digital revolution and the quest for authenticity and uniqueness. It’s a rebellion against the mundane, a call to arms for brands to break free from the shackles of conformity. We’re talking about unconventional approaches, my friend.
Embracing quirkiness in your copy is like adding a sprinkle of magic to your brand’s personality. It’s the secret ingredient that makes your audience go, “Whoa, these guys are a bit bonkers, but in a good way!”
So, my fellow brand adventurers, it’s time to unleash your inner quirk. Break the mould, go against the grain, and create copy that’s as memorable as a dancing flamingo in a penguin parade. Stand out, be bold, and connect with your audience in a way that’s so meaningful, it’ll make their heads spin like an owl on a rollercoaster. The world is waiting for your quirk-tastic copy to take centre stage, my friend. So go forth, embrace the unconventional, and let your brand’s uniqueness shine brighter than a disco ball at a rock concert!
What Makes Copy Unconventional
Unconventional copy takes a departure from the traditional and predictable approaches of conventional copywriting. It embraces creativity, originality, and a willingness to break the rules to captivate and engage audiences. Here are some key elements that make copy unconventional:
Unique Voice and Tone
Unconventional copy often adopts a distinctive voice and tone that sets it apart from the crowd. It may incorporate humour, wit, sarcasm, or playfulness to inject personality into the messaging. By breaking away from the formal and corporate language, unconventional copy creates a more relatable and human connection with the audience.
Unexpected Wordplay and Puns
One hallmark of unconventional copy is the use of unexpected wordplay and clever puns. These linguistic twists surprise and delight the readers, adding an element of wit and amusement. Unconventional copywriters leverage the power of language to create memorable and shareable messages that stand out in the minds of the audience.
Unconventional copy often employs creative storytelling techniques to convey the brand’s message. Instead of a straightforward presentation of features and benefits, it weaves narratives that captivate the audience’s imagination. By creating memorable characters, intriguing plotlines, or relatable scenarios, unconventional copy draws the audience into a deeper emotional connection with the brand.
Visual and Graphic Elements
In addition to engaging written content, unconventional copy incorporates visual and graphic elements to enhance its impact. It may include eye-catching illustrations, quirky images, or bold typography. By combining striking visuals with compelling copy, unconventional approaches ensure that the message is conveyed in a visually appealing and attention-grabbing way.
Challenging the Norms
Unconventional copy dares to challenge the norms and push boundaries. It defies expectations and conventional wisdom, embracing a fresh and unique perspective. By taking risks and thinking outside the box, unconventional copywriters aim to surprise, provoke thought, and spark conversations. This approach helps the brand differentiate itself and stand out in a crowded marketplace.
While conventional copy often relies on rational appeals, unconventional copy taps into the emotional realm of the audience. It seeks to evoke strong emotions, such as humour, surprise, empathy, or nostalgia. By connecting with the audience on a deeper emotional level, unconventional copy leaves a lasting impression and creates a memorable brand experience.
Unconventional copywriting is all about breaking free from the traditional moulds and embracing creativity, originality, and uniqueness. It captivates audiences by adopting a unique voice, employing unexpected wordplay, utilising creative storytelling techniques, incorporating visual elements, challenging norms, and appealing to emotions. By embracing unconventionality, brands can cut through the noise, stand out from the competition, and create a memorable and impactful connection with their target audience.
Quirky Copywriting In Action
Here are some examples of quirky copywriting to illustrate how brands have embraced unconventionality in their messaging:
MailChimp: “Send Better Email”
MailChimp, an email marketing platform, has become known for its playful and quirky copy. Their tagline, “Send Better Email,” is a clever play on words that captures attention and communicates their brand’s mission in a memorable way. By using a simple yet unexpected twist, MailChimp showcases their unique voice and injects humour into their messaging.
Old Spice: “The Man Your Man Could Smell Like”
To this day, The Man Your Man Could Smell Like remains one of the best adverts I’ve ever seen. Old Spice, a men’s grooming brand, created a wildly successful advertising campaign featuring the character known as “The Old Spice Guy.” The commercials were filled with humorous and over-the-top scenarios, combining wit, absurdity, and charm. By embracing quirkiness and stepping outside of traditional advertising norms, Old Spice garnered significant attention and engagement from audiences. Basically, they took a product we all associate with our grandpas (literally, this is my Pop’s favourite brand), and made it sexy and hilarious.
I’m still slightly in awe of that accomplishment.
Dollar Shave Club: “Shave Time. Shave Money.”
Dollar Shave Club disrupted the shaving industry with their unconventional approach to copywriting. Their tagline, “Shave Time. Shave Money,” cleverly plays on the double meaning of “shave.” The copy combines humour, simplicity, and a value proposition, positioning the brand as an affordable and time-saving alternative to traditional shaving products.
Purple: “The Goldilocks Mattress”
Purple, a mattress company, takes a humorous and quirky approach to copywriting. They refer to their mattresses as “The Goldilocks Mattress,” highlighting the unique comfort and support they offer. By using a well-known fairytale reference in an unexpected context, Purple engages the audience’s curiosity and creates a memorable association with their brand.
Poo-Pourri: “Spritz the Bowl Before You Go”
Poo-Pourri, a bathroom deodorizer brand, has gained attention for its lighthearted and irreverent copywriting. Their tagline, “Spritz the Bowl Before You Go,” directly addresses a delicate topic with humour and wit. By playfully acknowledging a common problem and offering a solution in a cheeky manner, Poo-Pourri has successfully created a unique and memorable brand voice.
Apple: “Think Different”
Apple’s iconic “Think Different” campaign was a departure from traditional technology advertising. The copy, accompanied by powerful imagery, challenged the status quo and celebrated individuality and creativity. By encouraging people to think differently, Apple positioned itself as a brand that embraces uniqueness and inspires innovation. The pointed use of incorrect grammar (strictly speaking it should be ‘think differently’) also packs this one with a real punch.
Just Eat: “Manband”
Another great and very quirky piece of advertising copywriting came from Just Eat a few years ago when they rewrote The Backstreet Boys’ iconic song, Everybody, to be about takeout. They then took a bunch of lads and had them perform the song in a hilariously over the top manner.
These examples demonstrate how incorporating quirkiness, humour, unexpected twists, and unconventional approaches to copywriting can help brands stand out, capture attention, and create a strong connection with their target audience. If you’re wondering, this ranks number 2 on my list of favourite ads!
Captivate Customers With Unconventional Copy
In a world saturated with advertising noise, embracing quirkiness in copy has become an effective way for brands to captivate audiences. By breaking free from the conventional norms and embracing authenticity, brands can differentiate themselves, forge emotional connections, and create memorable experiences. Quirky copy has the power to surprise, engage, and go viral, making it an indispensable tool in the modern copywriter’s arsenal. So, dare to be different, embrace the quirkiness, and watch your copy captivate audiences like never before.
If you’re struggling to come up with your own quirky way of writing about your business, get in touch; I’m quite happy to lend you some of my own quirky weirdness along with my wordsmithery skills.