Wednesday, November 22, 2006

Copywriting

Good copywriting has a concept behind it, a central theme that runs through the entire piece. Ideally, an insight. Something about the product that is unique and useful.

It is quite common to see ads held together by words or phrases or obvious metaphors.

These ads are quite easy to ignore.

When an ad taps into a universal truth (ie. we get frustrated when things don't work the way they should, or, I believe I see the world in a different way than others, or I wish I could be young forever) or a psychological insight about the target market (I am short of time, if you are not very direct with me I will see you as unprofessional), then you are really onto something.

Being tuned in to these insights is what makes a good copywriter.