If you want to understand what gonzo copywriting is, you should look at its origins, which lead to gonzo journalism. This direction in the field of copywriting was inspired by the journalistic style created by Hunter S. Thompson in the 1970s. Gonzo copywriting is a style in which the author personally connects himself with the narrative, he is part of the story, expressing in various ways the desire to captivate his reader through original, vivid images, a bold approach and other techniques. Within the framework of this direction, you will not find template texts, each material creates a whole event, immersing the audience in a world of personal emotions and experiences. Gonzo copywriting today is the talent of telling a story so that it becomes truly alive.
What is the essence and is there one?
If we describe what gonzo copywriting is in simple terms, we can say that it is a text that communicates with the reader on an equal footing, engages in a dialogue, slightly provokes, but is always unique in its appearance. If a description of a smartphone is needed, a copywriter, instead of a dry basic text, can share with readers a personal story about how this device helped, influenced fate, relationships, decisions. In this case, bright expressions, catchy details, ironic remarks and comments are used. To apply such an approach, you will need time and skill. Thoughtful formation of sentences will make it natural and a great way to interest the reader. Gonzo copywriting helps to create an emotional connection with the client to help the brand stand out from the competition, “hook” the target audience. The explanation of the essence of gonzo copywriting is that it is able to convey the unique character of the author of the material or the brand for which the text is written. Even the most informative material is not able to hold the attention of the audience for so long and deeply without an emotional subtext, an element of experience, a “personal note”. To create a quality copywriting product, it is important for the writer to fully immerse himself in the topic, to live it. A post with a personal assessment of a product, service or product, which has authenticity, irony, good humor and a multifaceted approach, never goes unnoticed. The talent to appear and stay in the information flow thanks to a colorful unique voice can become a powerful marketing tool. Gonzo copywriting can easily turn any standard message into a whole adventure story and fix it in the memory of the reader for a long time. Gonzo journalism is a field that combines opportunities for both companies and the authors themselves.
How to identify gonzo copywriting by its features
Unlike classic copywriting, which mainly uses neutrally colored vocabulary, a well-established style and a set of other tools, gonzo copywriting can provide a non-standard vision of the product. A popular promotion tool is posting on social networks. They are designed in such a way as to instantly attract attention and hold it. In the gonzo style, the author writes an article or advertising information that evokes certain associations and mood. The material encourages interaction (comment, repost, purchase, review, desire to buy, etc.).
Signs of gonzo copywriting:
Gonzo copywriting is explained in simple terms as a special type/style of text that turns the process of describing an object into a full-fledged intriguing story. An example would be an advertisement for a cafe: instead of a standard advertising text, the copywriter will describe a wonderful evening in a cozy atmosphere, the exquisite aroma of a drink, etc. Reading such work evokes not only interest, but also trust. However, in order for gonzo copywriting to have an effect, it must be approached subtly. When creating a text, a copywriter must have a good sense of where irony would be appropriate, where it is better to maintain a serious tone for the client, and be guided by a sense of balance. Skill comes with experience. Moving away from traditional methods requires certain skills and talent to experiment and take risks.
