1. You must know what you're talking about.
In order to be informative - never mind persuasive - you need to know how the car is put together, how the chicken is taken apart, what the surfactant does, what to expect in the foreign country, in what way is the soil refinery 'refined', etc, etc.
In the absence of such knowledge, you will be doomed to rely more on adjectives; always a mistake.
2. You must remember who is doing the talking.
We use words like image, character, tone, texture, even personality, almost interchangeably. But whatever we choose to call it, it must be recognisable, distinctive and consistent. this is even more important than friendly, approachable and accessible.
The writer who attempts to put the agency's mark on the client's copy or - God forbid - his own mark should pay with his job. And his severance should be that of his writing hand.
3. You must know who you're talking to. (Or, better still, to whom you're talking.)
This can be knotty in the extreme. 'Males, 18 to 34' or 'Households above 3lakhs pa' are categories worse than useless, they are destructive. You may actually have to enter the Hades of the focused group. (Purchase a round-trip ticket, with no advance reservations required).
The very best tactic is to create your own customer or prospect. Keep your creation a secret and real life need never touch you.
Keep in mind, at the same time, that your prospect (even of your own creation) is likely to be smarter than you are and much warier. He is, after all, not in advertising; you are.
One final thing: being a copywriter is hard enough, hiring one is worse. "We need more (fewer) (better) (cheaper) (livelier) talent" has been heard in agency hallways since before agencies had hallways.
Talent might just have something to do with writing ability. But I'm not sure. many people have a way with words; often that's all they have.
Now it doesn't matter any more, I'd look for a teacher-turned-salesman (or a salesman-turned-teacher) and take my chances.
- Bob Levenson
Monday, March 22, 2010
Wednesday, March 17, 2010
Lessons in Copywriting
By shunning that darling of all darlings- the pun headline- I'm left with no-nonsense straight talk. Prospects can never get enough of that. By avoiding cutesy- clever copy phrases I eliminate the danger of show-off writing.
Copywriting, ofcourse, is not a matter of rules and regulations. Hell, then anybody could do it.
Believe, really believe, that every word you write will be read and you'll write better. And be read more. Never lecture. Remember how boring lectures were in college?
A headline that needs a subhead usually needs more work.
Don't fall into the trap of writing to a prospect profile. Infact don't 'write' at all. Visualise the one person you want to influence, then sit that person down across from you. Now talk to him or her through your pen, pencil, typewriter, word processor or whatever.
Every product has it's own truth, it's own believability zone. Stray and your readers will know. Oh yes, they'll know.
Don't rely on your art-director to save you. A strong idea, simply presented, is far more effective than a weak idea, strongly presented.
There is no such thing as long copy. There is only too-long copy. And they can be two words if they are not the right two words.
If you find yourself developing a creative philosophy, your growth is over. Stagnation has set in.
Write short sentences with small words and few adjectives. They are easier to read. And more interesting and believable.
Never write an ad a competitor can sign.
When you get your copy to the point where you're really, really happy with it, cut it by a third.
Take the embarrassment test. Imagine yourself standing before your family, reading your copy aloud. Still proud of it?
Listen hard as you write. Are you hearing the prospect say, "Yes! Yes! That's what I want to hear. More! More!"
Write for yourself. Never write for your creative director. Neither of you will be happy with the result.
Every writer needs an editor. If you find a good one, treasure the relationship.
-- Jim Durfee.
Copywriting, ofcourse, is not a matter of rules and regulations. Hell, then anybody could do it.
Believe, really believe, that every word you write will be read and you'll write better. And be read more. Never lecture. Remember how boring lectures were in college?
A headline that needs a subhead usually needs more work.
Don't fall into the trap of writing to a prospect profile. Infact don't 'write' at all. Visualise the one person you want to influence, then sit that person down across from you. Now talk to him or her through your pen, pencil, typewriter, word processor or whatever.
Every product has it's own truth, it's own believability zone. Stray and your readers will know. Oh yes, they'll know.
Don't rely on your art-director to save you. A strong idea, simply presented, is far more effective than a weak idea, strongly presented.
There is no such thing as long copy. There is only too-long copy. And they can be two words if they are not the right two words.
If you find yourself developing a creative philosophy, your growth is over. Stagnation has set in.
Write short sentences with small words and few adjectives. They are easier to read. And more interesting and believable.
Never write an ad a competitor can sign.
When you get your copy to the point where you're really, really happy with it, cut it by a third.
Take the embarrassment test. Imagine yourself standing before your family, reading your copy aloud. Still proud of it?
Listen hard as you write. Are you hearing the prospect say, "Yes! Yes! That's what I want to hear. More! More!"
Write for yourself. Never write for your creative director. Neither of you will be happy with the result.
Every writer needs an editor. If you find a good one, treasure the relationship.
-- Jim Durfee.
Monday, March 1, 2010
Being honest, absolutely honest, is the most difficult thing to do. It is difficult to admit the truth. And to face the truth, is even worse... Especially when it is against your beliefs. Maybe that's why everyone despises it so much. Most people are plain scared. I respect anyone and everyone, who manages the courage to be honest, in the face of all adversities.
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