February 16, 2017
Copywriting is not about the print ad anymore and hasn’t been for some time. But that doesn’t make the skill set any less important. You don’t have a website without words; try building a wire without them.
Providing clever, provocative and powerful copy to web designers and the like is critical. For many copywriters, feeding them content that inspires their work is the job. Just as art directors and designers have had to evolve so have writers. When the dust cleared from these early transitions both writers and art directors realized that what they do is essentially the same. New media still uses words and pictures. Creating a “look and feel” for this website or that social campaign has new obligations but the fundamentals are the same.
For example, I’m asked to help create a website for a B2B start up. The first thing we need is an “organizing principle” or key idea that drives the whole thing. This means a strategy line and a creative line – just like it does for any mass media campaign. Without it, you’re flying blind.
In a sense then the landing page functions as your “anthem” or “mantra.” Clients need, want and demand this asset the same as they did 25 years ago. So we write it. I present these to my clients much like I did in the beginning, when I was creating brand campaigns at Leo Burnett. Poetry and power had better be there.
Subsequently, each page of a website operates like a print ad, with a killer headline and precise and compelling copy. Every vertical needs an “ad” that wholly demonstrates its unique offering while at the same time adhering to the covenants of the organizing principle.
The email campaign directing targeted customers to the website is not much different than your classic teaser campaign. When we make advertising it is still advertising, be it online or off. And it damn well better be magical.
The lesson for clients and agencies alike is not to forsake the core skills of writing and designing in a chase for so-called digital natives. If they are mediocre designers or write like they text the output will suck. Don’t go there. Look for brilliant writers and art directors. The modern world is not an excuse for creating superficial tactics.
For magical copywriting and creative direction, no matter what: https://steffanwork.wordpress.com/
“It’s called addiction, imp.”
For several years, I could only roll my eyes at the growing legion of Game Of Thrones devotees. Kind of likened them to wizard nerds and overgrown fan boys. Then, um, I decided to actually watch an episode.
I was a fool. The show, as everyone reading this probably knows, is excellent. So much so that I am not going to spend another moment writing about GOT.
I have a confession. I have also not watched a lick of Breaking Bad, The Sopranos or True Detective. All shows I know I would love. Why? It’s simple. If I do something once and like it I am probably going to do it again, compulsively, and to the detriment of other often healthier things.
For example, since I started in on GOT I spent the last five nights watching as many episodes as I could. Therefore, I did not write a new blog post. Nor did I finish reading my book. I had homework from the office that remained untouched. I stayed up too late, causing me to skip a workout, which, by the way, is something “healthier” I am also addicted to.
You see I am an addict. While binge watching House of Cards might be fine for you “normal” people it is dancing with the devil for me. As it is, I am already hooked on several other shows: Mad Men, Workaholics, Silicon Valley and The Walking Dead. I relish the return of The Strain and I am feverishly anticipating Fear the Walking Dead in July.
Until last week, those were more than enough “content” for this content zombie. And now I’ve got multiple seasons of GOT to devour.
I am a very selfish man. Look at me from the outside and one sees a person who primarily does things that makes him feel good. I want to be there for my family and office. Alas, myriad distractions prevent me from doing so. Too many distractions from life and they become life. And so I must be careful.
In my bones I know breaking away from Breaking Bad would be next to impossible. I might as well be snorting meth.
But even now I grow antsy. Restless. I can’t stop scratching the remote. It’s only 1 AM. What’s another hour?
Where… Are… My… Dragons?