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Crazy good…

For the past few days, even longer, I have been working on a manifesto for one of our clients. Actually, I’ve been working on two. Even more actually, I’ve been working on manifestos for 25 years, since becoming a copywriter.

Nothing suits me more. Like many a creative soul, I am by nature a show off. And this is the way I can do it. I know I am not alone. Most copywriters get off on writing manifestos. At least they’d better. Writing such documents is at the heart of what we do, and can do, for our clients.

Most of you know what I’m talking about. For those unawares, a manifesto or mantra or anthem is the bringing to life in words the highest and most noble aspirations of its subject matter, aka the brand.

Yes, it is advertising copy but in the best sense of the word. Recall Apple’s great script to the modern world: Think Different. Consider the lines that first and forever defined Nike to a generation: Just Do It. We know these iconic tags because we fell in love with the manifestos. Frankly, neither line would have lasted this long, or even gotten out the door, if not for their beloved manifestos.

The power and glory of a brilliant manifesto cannot be overstated. They raise the hairs on the back of your neck. They make CMO’s smile. They win pitches. Most of all they change things: attitudes, behaviors, even lives.

At least the good ones do.

Alas, we’ve all heard or, God forbid, written our share of shitty ones. They can be purple or redundant or both. They get long pretty damn fast. They turn into cheesy rip-o-matics. Yet, in a weird way, even the bad ones sound pretty good. They are like pizza that way.

Why?

Because we slave over them. Into these haloed paragraphs we put everything we know or think we know about writing, about persuading, about life. Here you won’t find speeds and feeds, racks and stacks or friends and family. None of that. These are the best neighborhoods in Adland. No trespassing!

May I write one for you? https://steffanwork.wordpress.com/

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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/

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Creator for hire…

That’s right, to prove my chops as elegant persuader I’m going to sell you on the idea that God exists using intuitive and rational arguments. No new age mumbo-jumbo. No beatific platitudes. No doctrine. I won’t apply one single faith-based point in my brief. When I’m done you may still not believe in a higher power but you may well be closer to Him (and hopefully me) than you were before.

First a proposition: If anyone can definitively prove God does or does not exist I will give him all that’s left in my bank account. Non-believers and agnostics crave proof of God’s existence and, of course, it never comes. But why is it we rarely flip the question and demand proof that some Higher Power doesn’t exist? It’s just as impossible.

Let’s go totally left-brain and talk percentages. Applying common sense, one must conclude there is at least a 50% chance that God does exist. However, that also means there is a 50% chance that God does not. “God is everything or nothing.” It’s 50/50. If you had those odds on the lottery –or anything really- you’d take that bet. You’d be a fool not to.

Yet, so many of us are ambivalent about God or even the idea of God. Why is that? Because we can’t see him? Well, you can’t see gravity either. “That’s different,” the unbeliever claims. You can prove gravity. There are equations.

Do you believe in love? For your children? For your wife? Of course you do. But one cannot prove that love definitively exists. You feel love or you don’t depending on your circumstances but you can never see “love.” So, if one can believe in love then why not God? They are both faith-based concepts with no rational foundation. Why is one different from the other?

Do you covet money, prestige or status? Are you addicted to drugs or alcohol? Have you ever been? What about chocolate or coffee? Or your boyfriend? We often make higher powers out of people, places and things. The alcoholic knows this all to well. When she wakes it’s all she can think of. The addict’s drug of choice brings him to his knees every night. They will put spirits ahead of everything else, including jobs, loved ones and personal health. Even the sanctity of human life will not deter the devoted from blindly worshiping their drug of choice. In 12 step recovery it is suggested that the addict replace one higher power for another. When he or she is able to do so the results are demonstrable, even astounding. A freaking miracle.

I’m a cynic and a realist. But I’ve come to believe, even know, God is as likely to exist as not. Such circumstantial evidence may not hold up in court (which ironically trusts in God) but public opinion is all that matters here. Persuasion is an art that uses facts, not the other way around. Have I moved you even five percent closer to believing in a higher power? Or in me?

So, how about that freelance? Let’s do some creation together: https://steffanwork.wordpress.com/

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Freelancing be dancing…

Forgive the delayed post.

In absence of full time employment, I’ve been working my ass off. If this sounds contradictory it is not. As any freelance writer will tell you, the hustle is as crucial as the creation. Unlike fat and happy FTE’s the freelancer must work to get work before he can work.

Ah, the hustle. It’s like the fisherman who has to both catch fish and sell them. Two jobs. Both with distinct roles and responsibilities. He rises early to fish. Stays up late to sell.

Same for me. Work the phones in the AM. Write into the wee hours. Get up and do it again. Call it hustle and flow. I’m not complaining. Just saying.

Though I am also dutifully searching for full time work (there are many birds in my nest!), I do find rogue satisfaction in being a grinder. The hustle keeps one alert. My sonar is on. Even the glimpse of silver beneath the waves and I turn to it. Lowering my bait. Jigging for a nibble.

The writing part I know well. Am good at it. Adore it. But after composing a manifesto for this client and writing content for that website, I’m just too fatigued to tend to my blog.

I trust you understand. And if you’re so inclined, hit me up. I will most certainly deliver. Spoken like a true hustler, right?

My portfolio: https://steffanwork.wordpress.com/

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With great passion comes great responsibility.

Recently, I was asked about my creative philosophy. Namely, do I have one? Seems like a reasonable question. Seems like something an Executive Creative Director ought to have.

Well, I’ve had many. Which, if you think about it, is as it should be. As creative professionals, we must remain open-minded and forever teachable. For us, one-way streets are typically dead ends.

Look at the term, “creative professional.” It’s almost an oxymoron, isn’t it? There’s tension there. The right brain (creativity) and the left brain (professional). But that’s the gig. That’s what we do. The first word in ECD is “executive.” Therefore, any philosophy we have must strike a balance between passion and responsibility. Said another way, we are both craftsmen and business people. We gotta do both.

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Both ends burning…

Your exact philosophy will be a function of percentages. I’d say my current philosophy is 60% passion to 40% responsibility. Those numbers change over time. Back in the day, I’m sure my split was more like 80/20. But then I started facing clients. I had to mitigate my obsession with winning awards and other personal achievements. I had to compromise. I had to listen. I became responsible-ish.

It is important to note that while passion is the fun part -and closer to what people think about when they think about creativity- it is often destructive in too large a dose. Without empathy for the business, even the most brilliant creative person will be stifled… often by his own hubris. Obviously, I don’t need to discuss the unduly “responsible” creative. They are hacks. To me, mortgaging one’s passion to the hilt is both sad and unmanageable.

While percentages vary, I’m a big believer in “responsible passion.”