In early 2018, many people went to KFC in the UK, but much to their surprise, there was no chicken. A global chicken fast food franchise running out of chicken, can you imagine it? 

KFC’s Problem

KFC was forced to close about 900 branches across the UK. The chicken crisis was caused by DHL who failed to deliver it to many KFC restaurants. The franchise closed for a week and gave free rice boxes to people who came to the restaurant. Angry customers voiced their disappointment on social media, and KFC started losing customers to other fast-food chains. 

So how did KFC respond? Their advertising agency Mother London knew how to handle the crisis. They made KFC apologize with a creative copy. 

 What’s a copy? 

First, we will understand the meaning of copywriting. 

Copywriting is the art of strategically delivering words that sells your product or service and convinces prospective customers to take action. These words are called “Copy”. 

Copywriting is the process of writing advertising promotional materials. Copywriting is either on social media posts, texts on brochures, billboards, websites, emails, advertisements, catalogs, and more.

Don’t confuse Copywriting with “copyright.” Copyright means that someone or a company has the exclusive legal right to reproduce, publish, sell, or distribute someone’s work.

KFC’s answer was simple, bold, brilliant, and unpredictable. They rearranged their name to spell “FCK.”

KFC wrote ‘Fck, we’re sorry’.

“A chicken restaurant without any chicken. It’s not ideal. Huge apologies to our customers, especially those who traveled out of their way to find we’re closed.”

It’s been a hell of a week, but we’re making progress, and every day more and more fresh chicken is being delivered to our restaurants. Thank you for bearing with us.

The rearranged KFC’s name was written in newspapers, social media, and even chicken buckets. 

The chief marketing officer wasn’t convinced at first about turning the brand’s name into a swear word.

 But the copy was perfect, funny and the most important thing was a genuine apology. It shows that KFC is taking responsibility for the issue even though it was DHL’s fault.  

The short copy was able to:

  • Grab readers’ attention
  • Address the problem 
  • Be humorous
  • Show gratitude 
  • Maintain brand identity

The copy increased Brand awareness and boosted consumers’ demand. The response won praise from customers and marketing professionals. It also won many awards at the end of the year. 

What are the copywriting formulas? 

Copywriting formulas eliminate the guesswork that makes a lot of bad copies.

They help you write a persuasive copy, that converts web visitors into buyers. At first, we want to say that copywriting requires a lot of skills and creativity. You should love it to make it a job. 

Buffer listed 27 copywriting formulas, we will today talk about only 4 of them. 

AIDA Formula

– AIDA is considered as a classic copywriting formula. AIDA stands for:

  • Attention: Attracting the attention of the audience.
  • Interest: Creating an interest.
  • Desire: Transforming the interest into a desire. 
  • Action: Encourage people to take action.

4 C’s Formula

The copy should follow the 4 C’s:

  • Clear
  • Concise
  • Compelling
  • Credible

4 U’s Formula

Like the 4 C’s, there is another technique called the 4 U’s.

  • Useful: Be useful to the reader.
  • Urgent: Provide a sense of urgency.
  • Unique: Make sure they understand that the benefit is unique.
  • Ultra-Specific: Be ultra-specific with all of the above.

FAB Formula

  • Features: What you or your product can do.
  • Advantages: Why this is helpful.
  • Benefits: What it means for the person reading.

Do you know more Copywriting Formulas?

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