What Makes For Effective Advertising Copy?

So you've just decided to try to break into writing advertising copy. Now what? The first thought new writers typically have is, "Where is my first bombshell ad going to come from?" Not to burst anyone's bubble here, but this is an awful approach to have. To write quality copy takes quality research and like your favorite whiskey, it takes time to reach its full potential.

To know how to advertise, you have to first know who you're advertising for. Generating interest and in turn, a desirable response, becomes exponentially easier once the target market is clear. Take Jim Beam for instance. The best-selling bourbon in the world, Beam has been around for over 200 years, and with that time has developed a solid reputation. They know that many people who drink bourbon not only like the flavor, but also are enamored by the history and roots of their brand of choice. Their tagline, "Make History," serves not only as a play on that nostalgia, but an inspiring call to action. As the campaign is now going on its third year, Beam and their marketers certainly seem well on their way to continuing to make history.

Next is understanding that 99 times out of 100, the first idea is not going to be the most effective one. This is why creative teams often tell copywriters to write dozens of taglines for the same product. It works similar to muscle memory; doing something over and over again makes it become an instinct, and practice may not make "perfect," but it can at least make "pretty damn good." Once a desired end message is decided, the narrative becomes much easier to create.

At the end of the day, advertising is meant to do two things: to tell a story, and to get a product moving. While not everyone has a gift for it, copywriting often only takes a spark to start a creative blaze. Think you've got what it takes? Follow me on Twitter (@SrMashSweetAds) and let's see what you've got!

Why Jack Daniel's "Our Town" is the Ad of the Year

There are numerous examples from brands all around the world of high-quality advertisements made for the whiskey industry. However, none had ever captivated me in a way that made me feel like I had to get in my car immediately and drive to the liquor store to get their product in my hands. That is, until I saw Jack Daniel's new "Our Town" ad for the first time last week. In case you haven't seen it, this is it:

Jack Daniel's - Our Town - Full Commercial

As someone who has been to Lynchburg and toured the distillery, I can personally attest to the accuracy of the commercial in its portrayal of the town and its people. When driving down the main drag, it feels as though you are stepping back in time, into a simpler world where Southern charm and values are not only cherished, but expected. Even as I have watched the commercial dozens of times over since I happened across it on ESPN one day, I can close my eyes when that music starts and I can see the shops and storage buildings, smell the sour mash... Immediately I am transported back to my first time there, and to my first sip of Jack.

Perhaps the best part of the ad is the people the commercial depicts. From veterans to immigrants to the descendants of Jack Daniel himself, all are welcome to make Lynchburg home, and all are proud to call it theirs. With the pairing of the words ("This is how many people are proud of what we do here. This is how many will go around bragging about it.") and the imagery of a sea of faces followed by a row of empty chairs, Our Town perfectly captures the essence of Tennessee and Southern pride, simplicity, and modesty.

No matter the product or the medium used to convey it, what separates a great ad from a good one is its ability to tell a story. Jack Daniel's "Our Town" tells one that connects and captivates the viewer. For many, it also makes them think about where they have come from, and why they love Old No. 7. Jack Daniel's is a household name, and is the top-selling American whiskey in the world. With an advertisement like this one, it's easy to see why.

5 Easy Whiskey Cocktails You Should Try This Week

Ah, whiskey: the nectar of the gods. From the rolling hills of Scotland to the wilderness of Canada, the greatest spirit is distilled all around the world, and is delicious everywhere. Some drink it straight, while others who lack the intestinal fortitude to do so, (or simply prefer adding other flavors to it to make it pop even more) prefer to mix it with their favorite soft drink, from Coca-Cola to ginger ale to 7-Up. For the remaining class who wish to appear to be a top-shelf mixologist without spending the time or money, here are five of my favorite simple cocktail recipes that can make even the most amateur of bartenders look like the classiest drinker in the room, and some of my favorite recipes to make them. Oh, and did I mention they taste incredible?


1. Whiskey Smash (courtesy of Drinks Mixer)

The whiskey smash is one of my personal favorites, as it brings together the tastes of bourbon, lemon, and mint. (Think a mint julep, meets a mojito, meets lemonade.) There is only one adjective that does a drink like this justice: refreshing. As we are now solidly into October, this one will give you summer nostalgia and still get the pumpkin-spice-whatever-your-girlfriend-made-you-try taste out of your mouth. Here's what you'll need:

2 pieces of lemon
2-3 mint leaves
3/4 oz simple syrup
1 1/2 oz Maker's Mark bourbon
1 oz water

Muddle the lemon, mint, water, and simple syrup in the bottle of a mixing glass. Add bourbon, shake and strain into an old-fashioned glass filled with crushed ice. Garnish with a sprig of mint, and serve.

http://www.drinksmixer.com/drink7475.html
Photo: https://www.makersmark.com/cocktails/muddled/whisky-smash

2. Kentucky Mule (courtesy of Cooking Channel TV)  

Don't get me wrong, a Moscow Mule is a formidable cocktail, and even as an outspoken opponent of vodka, in a past life I was known to enjoy them on occasion. But if you're feeling especially American one day or subscribe to Ron Swanson's philosophy that "Clear alcohols are for rich women on diets," your life will be changed by making just one simple change: Simply swap out the vodka for bourbon.

For this one, all you will need is a copper mug, some ice, a half-ounce of lime juice, 2 ounces of  your favorite bourbon, and 4-6 ounces of ginger beer.

Fill the mug about halfway with ice, then pour in the lime juice. Add the bourbon and top off the rest of the mug with ginger beer.

http://www.cookingchanneltv.com/recipes/michael-symon/kentucky-mule.html

3. Irish Coffee (courtesy of Food Network) 

If it's been an especially trying week at work, or you're looking for something to kickstart your Saturday full of watching college football before you coast on Bud Light for the rest of the day, recent studies I just made up suggest that you can't go wrong with an Irish Coffee. A simple classic that you probably already have all of the ingredients for in your kitchen, this one may take the cake as the easiest cocktail on this list. If nothing else, it is certainly the one that tastes the best with breakfast!

• First, fill a mug with hot water to heat the mug, then pour out said water. (Trust me, it makes all the difference!
• Next, fill the cup about 3/4 of the way with hot coffee.
• Mix in 1 1/2 oz. of Irish whiskey (I've found that Jameson tends to give the best flavor for this recipe)
• Top the glass with heavy cream slightly whipped, and serve while it's still hot!

http://www.foodnetwork.com/recipes/original-irish-coffee-recipe.html

4.  Hot Toddy (courtesy of Crown Royal)

Now that we are in the middle of fall, it is officially cold and flu season, and inevitably people will be searching for relief. Your immune system will thank you for giving this one a try, and it tastes a whole lot better than over-the-counter cold medicine. For this one, you will need:

1.35 oz Crown Royal Deluxe Whisky

1 tsp fine grain sugar

2 small cloves

1.5 oz boiling water

Put a pot of water on to boil. While it is heating up, take a coffee mug or old-fashioned glass and mix in the whiskey, sugar, and cloves. Once the water is boiling add an ounce or two, or more if you don't want it as strong. (Pro tip: if the taste is too much for you, try adding a dash of honey for some added sweetness!) Stir and enjoy.

https://www.crownroyal.com/whisky-cocktails/hot-toddy/

5. Apple 'n Rye (courtesy of The Cocktail Project)

Along with pumpkin, apple is one of the undeniable flavors of the fall season. I had not tried or even heard of this one until recently, but after giving it a shot it has quickly become one of my favorites. That being said, if your special someone asks you to take them to the apple orchard for an afternoon, happily oblige knowing you'll come home with a key component in this delicious and delightfully simple cocktail, and enough apples to make plenty of them.

2 oz Jim Beam Rye whiskey (This is what the recipe calls for, but whichever rye or Canadian you prefer will do the trick)

1/2 oz simple syrup

6 oz apple juice

1/2 oz lemon juice

Apple Slice for garnish

Measure and pour rye, simple syrup, and lemon juice into a tall glass. Fill completely with ice and top with fresh pressed apple juice. Stir and serve, garnishing with a slice of apple. 

https://www.thecocktailproject.com/drink-recipes/apple-n-rye

As the leaves have finally begun to change, so too should your drinking arsenal. However, not everyone is a world-class bartender. (Myself included!) But by adding these five basic concoctions to your repertoire, you can begin to hone your skills, wow your friends, and in the case of the Hot Toddy, even treat your cold and flu symptoms. Cheers!