Easy-to-process things feel truer, safer, and more appealing.
More quotes“Plop, plop” did something most slogans consider beneath them: it gave instructions.
The line did not hover above the product talking about wellbeing, confidence or living your best effervescent life. It told people to use two tablets. Rhythm smuggled dosage into memory, and dosage sold more tablets. Useful copy can be shamelessly commercial without being useless to the customer.
Plenty of products contain a similarly hidden second sale. People own the drill but do not know which bit makes a clean hole. They subscribe to the software but never discover the shortcut that turns it from obligation into relief. They buy decent coffee and murder it with boiling water. A campaign that teaches one small behaviour may create more value than another campaign polishing the brand purpose.
Instruction is often treated as dull service copy, tucked beneath the legal wording after the glamorous advertising has finished. That hierarchy is backwards. The moment a person succeeds with the thing is usually the most persuasive brand experience available.
This requires the awkward admission that low usage can be our fault. “Customers don’t engage” sounds comforting; “we never showed them how” sounds actionable. Find the missing verb. Twist. Pair. Wait. Take two.
The useful line continues after the advert. Someone stands by a sink, hears “plop, plop” in their head and drops in the second tablet. The copy has survived long enough to alter the product experience by one small, profitable action.