Copy Is Still King. Long Live Fruitcake. And Bob Bly.

I've mentioned several time on this blog my continuing offer to test a #10 envelope of my creation against whatever your best, most beautiful brochure is.  If the response of my #10 doesn't beat your brochure, you don't pay me.

Still no takers. 

It's not all that surprising given our industry's own associations reward flash over substance ("Art of the Show").  There are no awards for best copy.  Or best response rate.  And nobody in your peer group ever says, "Wow, that copy made me want to buy.  I thought the subhead on the middle panel was particularly effective."  Instead, it's always, "Hey, the brochure looks great.  I love the photo of the tattooed moose." 

So I'm constantly delighted to read about nifty things that copywriters have done that have produced big rewards.  Especially when they produce remarkable results without asking a graphic designer to lift one precious finger.

Bob Bly gives us a great example today of a bakery that has turned the ignomious label of "fruitcake" into something more glamorous, even exotic.  It's a tall Texas tale worth repeating here.

Think of all the tired old nouns and labels you work with every day.  Speaker.  Conference.  Exhibit.  Registration.  Plenary session (and what the hell is that anyway?) 

Maybe these aren't exactly fruitcakes.  But they're not Creme Brulee either.  How can you make these dull, common elements sound appealing and delicious enough that your prospects want a bite right now?

Remember, graphics work well when you're selling a rose, but only a good copywriter can make you want to buy a fart. 

Or a fruitcake.