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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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