Paint Chooser

The other day I noticed that the cars used by (BSM driving school leading UK) bear the slogan:

Learning to drive

It's true - these three words. It seems almost too good to be true, but if we unpack, we can see that this little phrase has four important functions:

• It clearly defines the product (the driving).
• It communicates a key benefit of the product (you'll learn to drive).
• It establishes a strong call to action, commanding the reader to act (learning to drive!)
• Thanks to its base, the generic phrasing, it confirms the market position BSM - the market leader, the default or natural choice.

Notice how this slogan respects his readers. Nobly refused to spin or embellish his message, it gives customers some credit as thinkers and breeders, laying the stall and let them decide. His language is simple and allows solid counterparts such as "for the future" (AA corporate slogan) seem pretentious and condescending. (The most effective slogans are simple, but not all simple slogans are effective.)

But is it really copywriting? After all, it is "just" a simple phrase all day. There really is nothing there - no technique, no clever choice of words, no call for sophisticated emotions, not carefully considered tone of voice. Was he even deliberately created? Did, perhaps, the designer simply insert it as a placeholder until the real slogan has been created?

It does not matter. Big ideas are where you find them. "Yesterday came to Paul McCartney in a dream. And if that phrase does come from a writer, he was exceptionally intelligent, a courageous and independent. Someone who is not afraid to propose the right solution - not the one that makes them look intelligent, sophisticated and laborious. For their part, BSM deserve praise for putting aside pride and insecurity company brand so they can communicate with customers in the most direct way possible.

Achieving this kind of simplicity is not simple - it is not easy, quick or easy. Pablo Picasso said: "It took me four years to paint like Raphael, but a lifetime to paint like a child." Often, our first thoughts are confused and convoluted that we're trying too hard to make something special Parents or stop. Then, over time and through many revisions, the diligent editor discards what is not necessary to come to the point. When the answer comes, it can seem ridiculously simple . But that's how we know he's right.