Copywriter on word alert

Bold, simple, effective call-out at the bus stop today.

Love Ignite Summit ‘25’s confidence in one line.

Two creative concepts.

On adshel poster sites bought specifically to appear side by side on the main route out of Aucklands city centre.

The line appeals to the ambitious, hungry, slightly egotistical - who doesn’t want to be considered brave, bold and worthy of growth (!) - nature of entrepreneurs.

I love that they’ve accepted the limitations of reading time of the passer by, driver, cyclist, bus passenger.

The demands of copywriting on outdoor advertising dictates that there’s NO TIME.

No time to wade through lines and lines of copy. No time to unpick industry jargon. No time to be confused. No time for repetition. No time for setting the scene.

There is only time to identify your audience, tell them what to expect and make them feel something.

On most ads you’ve got seconds (2 minimum) to do it.

To have an impact.

And they’ve done it. In 6 words.

Twice.

They’ve given themselves 2 shots at it.

They’ve trusted the line. Not a graphic. Not both.

Just the line.

And a simple QR code for the call to action.

How does this copy make you feel?

I think as an entrepreneur I’d feel hope. Excitement. Opportunity.

I’m imagining it’s going to be a professional business, networking event.

Not edgy or personality driven, but simple and reassuringly professional.