As a copywriter, I love to study what my husband refers to as junk mail. I just received an advertisement for Romano’s Macaroni Grill. It contains several elements worth noting:
- The layout uses lots of white space. Very pleasing to the eye. When we are trying to convey information it is easy to forget the power of white space.
- They don’t steer away from the use of “Italian” but they modify it with the word “Mediterranean” which is definitely perceived as healthier fare.
- In the title they use the words Simply Better
- Throughout the piece each subhead uses the word Better
Better Ingredients, Better Recipes, Better Cooking Methods, Better Flavor, Better For You
- The piece ends with Simply Better. “At Romano’s, it all adds up to one undeniable truth: Italian Mediterranean cooking is simply better.”
- The food photos are attractive enough to induce a surge in appetite.
- There is a coupon that begs me to “Taste the Difference”.
This is a classically good piece of advertising. What would make it a genuinely good advertisement? This will be a genuinely good advertisement if the food is truly healthier and better. I’ve got my coupon. I’ll let you know. Genuine marketing always involves an experience that confirms the message.
