As a freelance copywriter I’ve worked at a number of “agencies” and have come to the realization that there’s no going back to the days when concept was king and doing work that was just good enough, wasn’t good enough. It seems nowadays being a copywriter can mean everything from a content provider to […]
This seems like a no-brainer, right? Still, you’d be amazed at how little importance is placed on good writing. Words have become secondary to Pictures, when it reality, when both Words and Picture work together, your story will not only cut through the clutter, but close the deal as well.
It seems that these days, the people who talk the loudest and longest are heard more than those who don’t. But are they the smartest?
Here’s what happens when a brilliantly crafted script meets a perfectly casted voice.
I love these spots. Having worked on the Washington State Tourism account, I know how difficult it can be to get good, creative work approved and on the air. These spots (Although somewhat dated) are masterfully crafted, with the perfect voice talent (Mike Rowe, a native) and beautifully written copy.
One of the reasons why I got into copywriting was because I loved to write, which is why it was always baffling to me to see young copywriters who couldn’t write body copy to save their lives. Here’s one explanation.
Has the Internet killed the art of copywriting? Blame the Millennials with their short attention spans or for that matter, the world’s short attention spans, or our need for instant gratification. Whatever the reasons, we are now moving so fast to seemly keep pace with everyone else, we are missing all the nuances of life that makes […]
I’m a firm believer that in order to produce great creative, you must inspire, provide guidance and then, step out of the way. I’m always amazed at how few people in our industry understand what truly motivate and drives creatives. It’s not by sending them back to the drawing board time and time again with no direction. […]
I know and you know that advertising is first and foremost a business, or as the saying goes, “It’s not creative unless it sells.” That being said, I think this is a great example of an ad that “sells” albeit softly, with beautiful, captivating footage.
As a copywriter, I love ads that tell a story. Here’s one that not only does that, but seamlessly wraps that story around the products benefits. [cvg-video videoId=’20’ width=’400′ height=’400′ mode=’playlist’/]
