A copywriter’s (poor) attempt at showing offby Tim Murakami

(703) 627-9731tim.murakami@gmail.com

Mistakes in Copywriting

Tim Murakami(703) 627-9731tim.murakami@gmail.com

Born and raised in a sleepy suburb of Seattle, Washington, known as Everett, Tim Murakami tried on several occasions to pack up his knapsack, tie it to a stick, and hit the road in search of adventure and buried treasure. Unfortunately, the life of a vagabond would only come later in life, as he often found himself bored, wet, and cold within a few blocks. Instead, he escaped into the world of his mind. Leading hordes of monsters and killing would-be heroes, Tim found himself becoming an apt dungeon master with a collection of dice that would one day rival the world’s largest casinos.

After one such occasion, his mother decided it best that he focus his attention on school and at the age of 5 encouraged him to finally finish college. Being mature for his age, he rebelled, and for the next 23 years spent his time running confidence schemes with a rag-tag group of B-list actors.

After traveling the world, Tim found himself thrust into the “real world,” and chose to attend the Academy of Art University’s Advertising Department, where he uses his clever turns of phrase to help write copy. He probably should have stuck to grifting.

1) Why does our client need to advertise? Customers are confused about all the “new” products and features in laundry products.

2) What is the advertising going to accomplish?Use Tide. A brand you can trust to make your clothes clean and fresh.

3) Who are we going to connect with? People looking for a brand they can trust to get the job done without over selling them on features they don’t understand. “Get my clothes clean and smelling nice,” says most of this busy segment.

4) What are the most insightful things we know about them?This segment has a lot going on in their lives. They distrust those that spout jargon that they don’t understand or care to understand. Acronyms work but only if they are quickly understood. If money was no issue, they would hand it to their dry cleaner, but prefer to know its done right, which means they did it. They are big on “identifiers” to know that something is done well, but equally quick reevaluate their opinion if felt mislead (i.e. it smelled clean but I walked around for half the day with old deodorant stains on my shirt).

5) What is the single most effective message we can tell them?Trust you can smell.

6) What else is there to know that supports this message?50% of initial purchases (changing brands) are based on price but only 20% return to the brand for the same reason.

90% of purchases are based on brand loyalty and past performance

85% say fragrance (or lack thereof) determines their decision about future purchases

30% cite tactile reasons

Convenience and availability are huge determiners of what is purchased, when laundry needs to be done; it gets done.

People rarely travel out of their way to pick a brand unless their options are limited to brands they do not trust.

Client: TideCampaign: UnbelievableArt Director/Copywriter: Tim Murakami

Unbelievably Clean

1) Why does our client need to advertise?Currently, LunchSkins distribution is limited to The Container Store, Whole Foods, and small boutiques. If sold alongside disposable storage bags, many customers would chose a re-usable option.

2) What is the advertising going to accomplish?Get people to try LunchSkins as an alternative to disposable storage bags.

3) Who are we going to connect with?20-45 year olds, middle to upper class, who are eco-conscious, style conscious and may have children.

4) What are the most insightful things we know about them?Financially, this group has enough money and education to understand that while re-usable bags may cost more initially, they will be cheaper than disposable bags in the long run. They are accustomed to sorting their recyclables and often opt for compostable/re-usable options. They are willing to spend a little more for a product with a stylish design. Those that have children, often make lunches for both/either financial or health reasons.

5) What is the single most effective message we can tell them?Styling your sandwich and saving the planet, all-at-once.

6) What else is there to know that supports this message?Reusable grease and moisture proof 6”x6” sandwich bags.

Dishwasher safe.

Can safely hold hot and cold food.

Stylish printed fabric to fit all types and personalities.

Place for name on outside, for quickly identifying when grabbing from the fridge.

Lead, BPA, and phthalate-free.

Alternative uses: wallet and key holder, ice bag, travel cosmetic case, doggie treat container, portable dog bowl.

Made of the same materials used in bakeries and restaurants.

American’s waste 33 Million pounds of food a year.

Client: LunchSkinsCampaign: RE:RE:REArt Director/Copywriter: Tim Murakami

1) Why does our client need to advertise? Dyson Hot+Cold is a revolutionary way to heat and cool a room in your house. As always, Dyson is on the cutting edge with their technology, so in order to increase brand awareness, we need to advertise and explain the product to consumers.

2) What is the advertising going to accomplish?Creating an image and hype that matches the sleek and modern style of the Dyson product while connecting with the high profile target market. The advertising will create an identity for the product that is recognizable to Dyson and will highlight the innovative technology in the product.

3) Who are we going to connect with? Upper Class to Upper Middle Class

Men: age 30 to 55

They own or live in a house, not apartment

Make between $65,000 and $120,000 per year

Part of a household (Married and/or with children)

Higher education and work in white-collar jobs

Drive nicer, higher end cars

4) What are the most insightful things we know about them? Value high end, quality electronics

Substance means more to them than price

They enjoy expensive, leisurely activities (golf, country clubs, etc.)

5) What is the single most effective message we can tell them? USP: Innovative efficient temperature control.

6) What else is there to know that supports this message?Dyson has created a new technology called AirMultiplier that uses less energy yet creates more power and distributes air quickly. The technology also uses precise temperature control that allows the unit to monitor and change the air when necessary. Dyson Hot + Cold also has a sleek, modern design.

Client: DysonCampaign: A Switch of Fire & IceArt Director/Copywriter: Tim Murakami

Client: Hush PuppiesCampaign: Weather or NotArt Director/Copywriter: Tim Murakami

Ambient:Combining Weather Underground’s knack for predicting San Francisco’s Microclimates, Hush Puppies proved that they can weather any storm. Whether tourists came prepared for it or not.Kiosks with information about the products and weather were set up in busy shopping areas to provide a utilitarian/informative hub for all of the weather going on in The City.