A Question For U.K. Copywriters... And Some U.S. et al

[Rezbi]

What style of copy do you and/or your clients prefer?

Let me explain that question...

While a lot of us Brits complain about hypey US-style copy, it's been my exprience that we do fall for it. Especially when it comes to the making money market.

However, when it comes to other markets - home improvement, etc - we really do prefer the toned-down, reserved type of copy.

That's what I've seen.

Also, if you as a Brit copywriter, have done work for the US market, what style do you use? And have you have any from across the pond specifically ask you to write in our style?

[maximus242]

Rezbi if you wrote british style copy in the U.S. the response rate would plummet. I have a hard time even understanding whats being said in British advertisements. Like what is it that word you guys use for dresses, its a really wierd word, anyways when I first saw that in the underground I was like WTF is that?!?

I defiantly think copy is a very different style in the UK as opposed to the US

[MESophie]

When I write sales copy for the US market I really have to be very excited and happy in how I write.

[Rezbi]

Originally Posted by MESophie

When I write sales copy for the US market I really have to be very excited and happy in how I write.

Hmm...

I think you'd have to be pretty optimistic about the product even in the UK.

The thing is not the type of words you use, or your level of enthusiasm for the product.

It's more about how you would... how can I explain?... make it sound like it's almost over the top? Maybe?

[maximus242]

Originally Posted by Rezbi

Hmm...

I think you'd have to be pretty optimistic about the product even in the UK.

The thing is not the type of words you use, or your level of enthusiasm for the product.

It's more about how you would... how can I explain?... make it sound like it's almost over the top? Maybe?

No its a cultural difference in the US people smile and stuff but in Brittan its seen as inauthentic. Like are you smiling because your happy or are you smiling because your trying to get something. Where as in US its like your smiling to be nice.

But yea its a culture difference its one of the biggest things you notice being in brittan is they hate the BS in people with a passion

[Nick Brighton]

The key difference is cultural references and choice of words. Apart from that, hype is hype. It works internationally.

Having said that, Americans are more conditioned to over the top advertising... in fact, no offense, but over the top everything. Even the news has to have teaser trailers and mini launches during the previous show's commercial break (ad break in the UK.)

So yeah, US writing is more hypey I guess, but it depends on the market.

[Nick Brighton]

Originally Posted by maximus242

Rezbi if you wrote british style copy in the U.S. the response rate would plummet. I have a hard time even understanding whats being said in British advertisements. Like what is it that word you guys use for dresses, its a really wierd word, anyways when I first saw that in the underground I was like WTF is that?!?

I defiantly think copy is a very different style in the UK as opposed to the US

I'm curious... what was that word?

We call dresses dresses too. Was it a skirt? That's a short dress, without the top part.

Frock maybe?

[MontelloMarketing]

I find this humorous (humourous)...

I see brit ads as being much farther over the moon than US ads. Not in all cases but in many.

And talk about hypey...

Have you ever seen a story in a British tabloid advertised? You'd think Posh Spice or Gordon Ramsey did something that was going to end the world.

And the use of sex in advertising... far bigger in the UK.

Now on to dr campaigns... I've seen quite a few UK marketing events advertised. No less hypey than the US counterpart. I've seen diet ads... no less hypey than US.

[maximus242]

What I mean is not hype but what they percieve as BS they have a different perception of authenticity. Its very important in their culture, at least my experience, that people be authentic, even if that means being rude at times.

They have hype, just a different kind if you ask me

[MontelloMarketing]

No offense... but I just don't buy it.

I can't prove it, I know... but I usually get a good read on people, both individually and as a group.

[Rezbi]

Originally Posted by MontelloMarketing

I find this humorous (humourous)...

I see brit ads as being much farther over the moon than US ads. Not in all cases but in many.

And talk about hypey...

Have you ever seen a story in a British tabloid advertised? You'd think Posh Spice or Gordon Ramsey did something that was going to end the world.

And the use of sex in advertising... far bigger in the UK.

Now on to dr campaigns... I've seen quite a few UK marketing events advertised. No less hypey than the US counterpart. I've seen diet ads... no less hypey than US.

I was wondering when someone was going to catch on.

Despite what I said in my OP, the fact is, hype sells. People want to be told they can get (not build) huge muscles by drinking the latest 'protein shake'. I know this for a fact because my martial arts students are the same as everyone else.

And they buy supplements based on the picture on the tin. Seriously. It doesn't seem to matter what's inside it.

Edit: I do stand by what I said about the home improvement market, though. I have no idea what that's like over where you are.

Originally Posted by maximus242

No its a cultural difference in the US people smile and stuff but in Brittan its seen as inauthentic. Like are you smiling because your happy or are you smiling because your trying to get something. Where as in US its like your smiling to be nice.

But yea its a culture difference its one of the biggest things you notice being in brittan is they hate the BS in people with a passion

Oh, please. I thought copywriters are supposed to research and find out about the market.

You've just made some ridiculous assumptions.

[Rezbi]

Originally Posted by Nick Brighton

I'm curious... what was that word?

We call dresses dresses too. Was it a skirt? That's a short dress, without the top part.

Frock maybe?

We call a dress a dress and a frock a frock.

Having different words to describe things is not a big deal. You get that everywhere.

[maximus242]

You asked for opinions and you got one from my experience of traveling in the UK, im not saying what I said was something set in stone just my impression.

I forget what the name was but I didnt even know what the word meant. Seriously regular ads (non DM) in the UK are wierd. First few days I could hardly believe we were speaking the same language.

You do get used to it after a while but there are defiantly differences especially in communication with people.

[Rezbi]

Originally Posted by maximus242

You asked for opinions and you got one from my experience of traveling in the UK, im not saying what I said was something set in stone just my impression

No, I didn't ask for opinions. I asked copywriters what they found in their 'experience'.

Going by what you said, I visited the US once in 1988, and all I saw was danger. I was even stopped by a police woman at 1am in the morning when I was out for a stroll. She told me I could be killed, even though it looked calm.

So should I assume all over the US is like that?

[Rezbi]

Originally Posted by maximus242

You asked for opinions and you got one from my experience of traveling in the UK, im not saying what I said was something set in stone just my impression.

I forget what the name was but I didnt even know what the word meant. Seriously regular ads (non DM) in the UK are wierd. First few days I could hardly believe we were speaking the same language.

You do get used to it after a while but there are defiantly differences especially in communication with people.

I've got to ask: Are you definitely 'defiant', or defiantly definite?

[maximus242]

Oh ffs cry me a river

[Rezbi]

I lost the thread of why I started this discussion...

While there are outrageous ads in the UK, the most successful are the ones which are restrained.

Every ad. I've seen that has done exceptionally well has been way removed from the US style... at least from the stuff that's online.

Having said that, the UK online stuff is no different to the US.

[MontelloMarketing]

Rezbi... I'd be interested in seeing a well received "successful" tv ad from the UK so I can see what you mean, and maybe show something similar from the US.... or not, of course.

[Rezbi]

Originally Posted by MontelloMarketing

Rezbi... I'd be interested in seeing a well received "successful" tv ad from the UK so I can see what you mean, and maybe show something similar from the US.... or not, of course.

I don't have a TV, so I couldn't tell you about others, but...

This is the site of the most successful home improvement company in the UK: Everest TV Ads - Watch Them Here! | Everest Home Improvements

In fact, as far as I know, they're the only profitable HI company here at the moment.

I know how well the ads are doing because I know who made them.

And this company is a stickler for testing.

For anyone interested, I'd recommend getting their sales literature. It's converting in the 40%+.

You can download it on that site.

A few more: http://www.youtube.com/user/EverestTv
One of the old ones which were very successful:

YouTube - Original Tan Hill Inn

- This one of my favourites, along with this one

YouTube - Tan Hill Inn revisited

[Quality Copywriter]

I have used the hypy style mostly for the us market

but i find the brits prefer a toned down version

depens on the emotion in think that you are trying to convey

[MontelloMarketing]

Still not sure I'm seeing it. We have soft ads... and hard ads.

Here are a couple similar ones from the US. Am I missing something?

YouTube - Come Home to Andersen Windows

YouTube - Tiffany's Home Depot Commercial

YouTube - Ace Hardware Commercial

[Pusateri]

The best work I know of on the subject is The Culture Code by Clotaire Rapaille.

A quick and dirty summary: each culture has a 'code' for a given product or category. Advertising that is 'on code' will resonate with that culture. To a large degree, the culture code will dictate the style that will be effective.

His company elicits these culture codes through lengthy interview sessions, singly and in groups. Basically, he exhausts the subjects to the point that they are giving their deepest emotional responses, as opposed to the reason based responses they give early in the process.

Luxury as an example:

For the French, luxury is about enjoying pleasures not available to others. For Italians, luxury is defined by an item's artistic value. For Americans, luxury is the equivalent to military stripes (i.e. you earned it.) For the British, he says that luxury is used to underscore a sense of detachment. I didn't quite get that one.

[Rezbi]

Originally Posted by MontelloMarketing

Still not sure I'm seeing it. We have soft ads... and hard ads.

Here are a couple similar ones from the US. Am I missing something?

I know what you mean. It's a matter of seeing the different ads.

I still think the Everest ads are better ones, though.

[ewenmack]

My experience with writing a piece for Agora's London office was that it was not suitable.

Yet they said it would be for the American market.

Two reasons...

#1 Promise too big

#2 England has tighter regulations on what can be said
regarding financial investments.

That's an example in the investment newsletter field.

Best,
Ewen

[MontelloMarketing]

Originally Posted by Rezbi

I know what you mean. It's a matter of seeing the different ads.

I still think the Everest ads are better ones, though.

Maybe Rezbi... but not fair. You went and found your favorites and I countered with just some ads I found on youtube in 3 minutes.

[Rezbi]

Originally Posted by MontelloMarketing

Maybe Rezbi... but not fair. You went and found your favorites and I countered with just some ads I found on youtube in 3 minutes.

I only found those because they're the only ones I really know about.

Not having a TV, I don't look into those types of ads.

Although, maybe I should.

[Affiguy]

Originally Posted by Nick Brighton

I'm curious... what was that word?

We call dresses dresses too. Was it a skirt? That's a short dress, without the top part.

Frock maybe?

or maybe a gown?

[Russell Wilks]

Originally Posted by ewenmack

My experience with writing a piece for Agora's London office was that it was not suitable.

Yet they said it would be for the American market.

Two reasons...

#1 Promise too big

#2 England has tighter regulations on what can be said
regarding financial investments.

That's an example in the investment newsletter field.

Best,
Ewen

1) Hmm Promise too big. That would seem to be a rejection of your deck and not a 'cultural' thing. In that the Promise is just too big to be relatable to the Prospect. But I wasn't there so I could be kerwrong.

2) The UK (England, Scotland, Wales, northern Ireland) has more stringent compliance in terms of what the FSA (Financial Services Authority) and the ASA (Advertising Standards Authority) will allow you to say or do.

Compliance at Agora go through everything with a toothcomb.

Agora are a case in point. A lot of their U.S copy is adapted for the UK market, to make it seem a little less 'pie in the sky'.

However it's still red-hot smoking supercharged. And it still follows the 'Agora Model'.

Obviously it depends upon what the Lead-Style of your copy is. And for what purpose? This would of course, determine your approach.

- Good Luck
Russell