Are you a fan of 60s and 70s design, typography and architecture? Then you should check out the fab Design Research Unit exhibition that’s currently touring the UK.
Top graphic designer Richard Weston asked me to review it for his brilliant blog acejet170.com. As a long-time Ace Jet 170 fan, I jumped at the chance.
You can see some pictures from the exhibition (and read my blog post) here.
Take a lesson in style from the original Dapper Don. . .
Set on Madison Avenue in the 1960s, “Mad Men” has got the lot. Glamorous copywriters, evil account handlers and enough cocktails to fuel a thousand illicit adventures.
The show’s star is copywriting bad boy Don Draper. He’s got major clients falling at his feet, thanks to his mix of talent, hard work and Rat Pack sex appeal.
Could your business use some Don Draper magic? Then try our “Mad Men” Guide to Super Cool Copywriting . . .
1) Treat your readers like adults
“Mad Men” is definitely for the grown-ups. Complex characters like Don, Peggy and Salvatore work and play hard (sometimes too hard). But they also read, write and have intelligent opinions on love, life and culture.
Why not approach your audience in the same way? Too many ads treat us like idiots, so remember:
2) Find yourself an attractive partner
Want to see your name in lights? Then grab yourself a hot designer. Together you’ll be far more appealing than you are alone. But like all “Mad Men” relationships, the path to true love can be a rocky one.
Here’s how to find your own dream ending:
3) Aim out of the ballpark. . .
Real-life Mad Man David Ogilvy hated half-measures in anything. Despite starting copywriting relatively late, he became one of the most successful ad men ever. His advice to writers was typically uncompromising:
“Don’t bunt. Aim out of the ballpark. Aim for the company of immortals.”
Never be happy with your work. Study everyone from old skoolers like Bernbach and Burnett, through to modern masters like Steve Harrison. Then try to match them. One good way is to. . .
4) Always write from the heart
Creating an emotional bond with your reader is a tricky task. But get it right, and the connection you make will be invaluable. So remember:
5) Look for inspiration everywhere
Thanks for reading.
If your copywriting hits the rocks this autumn, reach for this handy guide. Just straighten up, look sharp, and ask yourself: What would Don do?
My designer buddy Enzo Case loves this stuff too, so we decided to mock up a “comic book” campaign. We started with a Charles Atlas tribute, played around with a story and a strip ad, and finished with a fully-worked Direct Mail piece.
The Insult That Made A Man Out Of "Enz"
Enz Wanted To Be An Artist - Now You Can Too!
Secret Marketing Power Can Be Yours! (Can You Spot Us?)
Thanks for reading. Next time you’re stuck for inspiration, why not try an old skool marketing approach? Who knows what Super Hero adventures your business might have. . .
WARNING: Secret Deadly Marketing Power is a potent weapon. Handle with care!
Don’t let the opposition kick sand in your face this summer. Learn how “Dynamic Storytelling” can turn your business from zero to hero in only days!
“You too can have a body (copy) like mine!”
Why did these adverts become so successful? It’s because Charles knew how to tell a “Dynamic Story”. . .
Discover the power of “Dynamic Storytelling”!
Need an example? It’s over to you, Mr Atlas. . .
“I was that seven stone weakling”
Want to follow in Charles’ multi-million dollar footsteps? Make sure you. . .
Let “Dynamic Storytelling” beef up your business!
Finished your copy? Then use striking visuals and testimonials to drive home the lesson, and. . . .
Now you’re ready to hit the beach!
Thanks for reading. When you’re copywriting this summer, remember Charles Atlas and try a bit of “Dynamic Storytelling”. Your business will be turning heads before you know it. . .
Want to write better copy this summer? Then try a dash of Italian style. . . Italians are a stylish lot, and their timeless, understated chic is world-famous. So this summer, why not take a similar approach to your written work? Follow this smooth guide to copywriting and your business will soon be living la dolce vita. . .
1) Why drinking a Bellini is good for you
Invented at Harry’s Bar in Venice, a Bellini is a refreshing mix of fresh peach juice and Prosecco. Drinking a Bellini has two main benefits for copywriters:
So remember, don’t try and do too much with each piece of copy – when it comes to messaging, less is more.
2) Dress to impress
3) Make mine an espresso
4) Love your language
5) Inject some Italian passion into your copywriting
Thanks for reading.
If you’re having a rough time copywriting this summer, remember this guide to playing it smooth. Imagine you’re dining in Montepulciano, or sipping espresso in St Mark’s Square. Better still mix up a Bellini (all in the name of hard work, of course).
You’re not alone. Every copywriter needs some “good magic” now and then. In the absence of any ruby slippers, here are five ways that “The Wizard of Oz” can send your copywriting over the rainbow. . .
1) “We’re off to see the Wizard”
Dorothy and her pals the Tin Man, Scarecrow and the Lion may be an odd mix, but they’ve got:
This is an excellent approach to adopt in your copywriting. Get your brief clear from the start, and you’ll save yourself big trouble later.
2)” If I only had a brain”
The Scarecrow wrongly thinks he’s stupid, so don’t make the same mistake with your readers:
3) “If I only had a heart”
The Tin Man hopes the Wizard will give him a heart. Don’t let your readers think you’re missing one as well. Make sure you:
4) “If I only had the nerve”
Remember how “The Wizard of Oz“ jumps from sepia to Technicolor? That’s the effect you’re after with your copywriting. Be brave in your writing, and:
Getting decent work signed off isn’t always easy and can take nerve (sorry, “noive”). Like the not-so-cowardly Lion, be ready to fight your corner.
5) “There’s no place like home”
Made way back in 1939, “The Wizard of Oz” is still watched by millions today. It has inspired sequels, prequels and a popular BBC show. And while the world may have changed since “The Wizard of Oz” first screened, our hopes and dreams remain largely the same.
Never forget that for your readers, just like for Dorothy, “there’s no place like home”. “Home” involves deep-seated psychological drivers like:
For maximum success, these are the drivers your copywriting should target.
Thanks for reading.
“The Wizard of Oz” teaches us how important self-confidence is. The Scarecrow was never stupid, the Tin Man did have feelings and the Lion was no coward. Even Dorothy could have gone home all along.
So the next time your copywriting needs a lift over the rainbow, work hard and believe in yourself. And remember this five point guide!
Picture the scene. You’ve got an important copy deadline looming. Are you:
If you’ve answered “yes” to any of the above, relax. Even battle-hardened copywriters get spooked occasionally. But give in too easily on good work and you’ll:
Don’t despair though! Here’s how to make your copywriting bullet-proof in five easy stages. . .
1) Build your own early warning system
In a famous 1958 interview, legendary US author Ernest Hemingway (pictured above) said:
“The most essential gift for a good writer is a built-in, shock-proof, shit detector. This is the writer’s radar and all great writers have had it.”
Always keep your “radar” switched on. The stronger your copywriting is, the harder it is for anyone to shoot down. . .
2) Learn from the best
The best writers aren’t copywriters. Like Hemingway, they’re poets, playwrights and authors. Want to be a better writer? Start by being a better reader.
Stick a decent book in your bag or lap-top case. Got five minutes spare? Get reading!
3) Find out who the Top Guns admire
Top Gun copywriters from Ogilvy onwards have recommended writers like P.G. Wodehouse, Herman Melville and Graham Greene. Even Mad Men’s Don Draper likes a bit of poetry now and again.
It makes sense to find out who’s influencing the most successful copywriters in town. The interviews in Roger Horberry’s “Brilliant Copywriting” are an ideal place to begin.
4) Always keep your eyes open
5) Trust your instincts
This last point is crucial. You must be your own harshest critic. What do I mean? Well, we’ll leave the last word to Hemingway:
“I rewrote the ending to A Farewell to Arms, the last page of it, thirty-nine times before I was satisfied.”
Thanks for reading. Copy changes are a fact of life for any writer. But there’s plenty you can do to fend off trigger-happy bosses and clients. Just follow this guide and you’ll be well on your way to staying bullet-proof!
Back in the Golden Age of Disco, Swedish super group ABBA ruled the world. They had two hot girls, two cool guys and record sales of around 375 million.
ABBA wrote chart-topping, catchy numbers that still retail over 25 years later. To send your own sales platinum, why not follow their winning approach in your copywriting?
With the help of some of their greatest hits, here are seven things ABBA can teach you about brilliant copywriting. . .
3) SOS
5) Ring Ring
Thanks for reading. And to send your business to Number One, remember ABBA’s seven steps to brilliant copywriting. . .
Oh! oh! is all I can say
For the cherries that grow
On Mount Yoshino
(Yasuhara Teishitsu)
It’s spring and the cherry blossom season is upon us. Japanese haiku poets love this beautiful time of year, and often use cherry blossom as a metaphor for love and life.
But what is “haiku”? And what can it teach us about successful copywriting? Read on and find out. . .
What is haiku?
Haiku isn’t just an Oriental thing though. Beatnik writers like Jack Kerouac and Allen Ginsberg loved haiku, as did J.D. Salinger.
OK. But how can haiku improve my copywriting?
As well as being good fun, writing haiku is a great exercise in:
All of these points are crucial for writing engaging, persuasive copy.
Why haiku is perfect training for online selling
Want to sell effectively online? Then you’ve got to move quickly and write well. Think about how little space you get with:
Be honest. Could some haiku practice transform your conversion rates and click-throughs?
Try and be memorable
Let’s look at three famous advertising slogans:
What do they have in common? Like haiku, they use minimum words but carry maximum impact. So what’s the big secret? It’s pretty simple really. . .
Don’t be lazy!
Think about your readers, and the best way to emotionally connect with them. The better the connection is, the better your chance of a sale. Nobody likes clichés and corporate jargon, so strip them out!
Conclusion
We’ve seen how Japanese haiku poets quickly and powerfully create strong, emotional reactions in their readers. And we’ve seen how their mix of discipline and creativity can teach us lots about successful copywriting.
As one last example, here’s Irish poet Seamus Heaney’s modern take on a haiku:
Dangerous pavements.
But I face the ice this year
With my father’s stick.
Good, isn’t it? No wasted space, simple messages, and a memorable emotional effect.
So remember this Japanese approach next time you’re writing brochures, blogs or tweets – and anything else!
References
Teishitsu, Yasuhara. Translated from Japanese by G. Bownas and A. Thwaite, London: Penguin.
How to put your company name in lights. . .
It’s easy for any business to forget its customers and clients have lives outside work. But your target audiences don’t operate in just two dimensions, so neither must you.
For solid gold copywriting success, you’ll need an all-round, ”3D” picture of what your audiences like reading, watching, and listening. (And that probably includes blockbusters like Avatar!)
Are you ready to meet your public?
Award-winning copywriter Chas Bayfield, the chap behind high-profile campaigns for Tango and Bird’s Eye, has this advice for wannabe writers:
“Go where the people are, eat in McDonald’s, read trashy magazines, sit in Starbucks a lot, watch the world, travel on buses, go by coach, not first class, and just realise that the people you need to talk to live in the real world themselves and not in some little media bubble.”
(From Brilliant Copywriting by R.Horberry.)
Follow Chas’ lead, and remember to:
Above all, be interesting!
Sorry to say, but nobody’s waiting for your business to get in touch. People don’t sit around thinking “Please, someone send me another brochure! Or press release! Or sales email!”
Copywriting Top Gun Howard Gossage explains:
“The real fact of the matter is that nobody reads ads. People read what interests them. Sometimes it’s an ad.”
He’s right, isn’t he? Even if you’re writing for business audiences, your readers are still people. So the more interested you are in their wants and needs, the more interested they’ll be in you. After all, that’s what persuasive copywriting is all about!
Here’s how to do it
So what have we learned?
Well, if you want your copywriting to break all box office records, you’ve got to think in 3D. Get out in the world, learn about your audiences, and give them something they’d happily pay for.
Now if you’ll excuse me, I’m off to catch a movie (all in the name of research, obviously!).
