Why the craft of copy writing is difficult and important

My daughter has skills beyond her age, I think. Don’t all parents? Well, we aren’t delving into that matter today. What we will do is use that premise to see why every single word in an ad’s copy content must be crafted to interest and fluidly draw the reader further in

Here’s an Epson ad targeting the home-user. Not an award-winning piece, or nothing clever, some creatives might say, but let’s dissect. Effective main visual to start with; unusual to have a typical family portrait in a magazine ad and more importantly, that’s the target audience.



Now let’s get to the copy.

Interesting headline to go with the main visual. It communicates the proposition of the product clearly. The captions in the portrait are pure emotion play, while bringing up the substantiations to the proposition. Dad and mom think their children are the best, children know Mom is the one who usually helps them with work at home and everyone knows Dad tries to avoid doing any work at home if he can. In reverse psychology, appealing to the emotions of Dad and Mom, who make the ultimate purchase decision.

My only problem with this ad is that the body copy below the headline is not really required or could have been much briefer and to the point.

What's in an Idea?

See the picture above. It’s a picture of branded goodies (a calendar, flower vase cum sponsored banquet table brander, wall map of the world and a goody bag). Now tell me, which is the real idea amongst all the items pictured.

We’re talking captive, CEO/CFO/CMO audience from the worldwide cement industry, annual event, conference opening day banquet, etc, etc. How about the real cement bag converted to goody bag?

Send me those little ideas that took you the extra mile.

Global Financial Meltdown is Welcome

All respectable publications, newsletters and blogs are reporting that an influx of bankers and assorted financial services professionals in a state of flux are eyeing careers in marketing communications.

I suggest that is a good thing, considering the bankers I have met over my 25 years in the ad business are streets ahead in strategic thinking, grooming and general intellectual capability.
Just remember the clients who paid bills on time, no questions asked, for all your tireless work.

They are also, I suggest, sufficiently trained in craft to be assimmilated into key positions in PR, Media Planning, Strategic Planning, Finance, even Creative.

Let's open our doors.