There is nothing new under the sun. ~ King Solomon

nothing new under the sun.

The secret.
No idea is truly new. As the wise king said, everything has been done before somewhere in time. Our responsibility now is to re-discover a resounding message, attach current meaning, and distribute effectively for today’s globalized audience. It isn’t new information, but it is true innovation if you can pull it off and write effective copy that sells, inspires, motivates, or informs.

Something to consider…innovative copy can seem so foreign or ‘artisitc’ that the audience is lost. Familair words and phrases can be comforting and in that comfort your message is heard loud and clear.

“You’re in good hands…with [COMPANY]”

The slogan for this company was created over 50 years ago! “In good hands” is not an original phrase invented by the sales exec who crafted it into a slogan for [Insurance Company], but it was applied in this context with variable copy for different versions of all print, radio, tv advertisment for over 5 decades and it works. Not original but still innovative and it communicates the message effectively. It has been called the number 1 advertising slogan (Pop Culture Madness may beg to differ) but whatever the ranking you know who they are and what they claim.

Oh that we would all be so graced to write copy like that. Copy that endures, educates, motivates – - even without the flashy latest greatest buzzword phrase. Walk the fine line between cliche (familiar) and obscure (innovative) and the next great marketing slogan could be yours.

But not if I get there first!