The only copy everyone reads
One of the hardest things copywriters do is write headlines. Even for veterans of the ad industry, it remains the greatest challenge, especially in print. In a print ad, the headline has to grab someone’s attention and interest them enough to want to find out more. It if can get across the purpose of the product, all the better.
My first job in advertising was for a website called Home Made Simple. It supported some of the biggest products in home care. It was owned by Procter & Gamble and is what marketers call a lightly branded site. Kind of a Martha Stewart Living that just happened to mention Dawn, Cascade, Febreze, Swiffer and Mr. Clean over and over.
It was content marketing before that term had been coined. I'm revealing how old I am, but we sometimes referred to it as an ezine - an ancient term from the early 2000s.
The site's target audience was women, 28-45. The type of woman who does the shopping for her home, and does a fair (or unfair) bit of the cleaning as well. We had come up with a fictitious editor for the site who was supposed to represent the idealized version of our audience. Her name was Julie B.
As the primary writer on the site, I was, for all intents and purposes, Julie B.