Experience is more treasured than knowledge. Because, the experience is a tested knowledge itself. Being in the profession of copywriting for more than 35 years, Tony Brignull’s experience is also something that any budding copywriter should guard and be guided from.
While reading his interview and getting awe-inspired by his advertisements, I also noticed something quite different about him. Well, a copywriter with a zeal to explore diverse communities and places is a reward in disguise. Tony Brignull also conducted an extensive research for locating the best tone of voice. He travelled to places, spoke to different people, keenly noticed their diction, preferences, hesitations, and taste. And, it subconsciously allowed him to press the public’s right nerve.
He clearly admits that without largely familiarizing himself with the army community, he couldn’t have crafted such a persuasive copy for the recruitment of army officers. Without having spoken to the aged employees of Dunn & Co., he couldn’t have identified how they addressed each other 20 years ago!
So, traveling and talking is an excuse when you really want to become an exemplary copywriter. Isn’t it?
“Questions with black pen,
Answers with blue,
But title with green.”
This is what our history teacher taught us when I was in ninth grade. She annoyed us, but learning answers became doubly easy during the exams. That’s the relevance of an organized copy.
When I write blogs, they are always written in points. But, prior to that, I divide the blog into sections in the following sequence –
However, segmenting the content depends on the topic as well. So there’s no hard and fast rule. Each paragraph is introduced with a catchy heading. These little features would inevitably make your write-up more appealing to the reader. It would appear not like a boring and lengthy thesis but a clutter-free and sense-making article.
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Subject – One-liners for a notable globally recognized institution offering specialized bachelor courses.
Time given – 40 minutes
Word limit – Not exceeding 7 words
Lines formed –
1.What after school?
2.Finished with School?
Start with specialization.
3.The E’s after school,
Of which, the last two were approved. And the finally the no. 2 was selected because it communicates the message very clearly. It includes the term ‘school’ to immediately address those who are looking for the bright career after school. It gives a practical reason to go for the subject. Secondly, there is a kind of verbal symmetry. Both the lines have 3 words each, and the middle word is ‘with’. And then the oxymoron in disguise, the first sentence begins with ‘Finished’ while the second with ‘starts’.
So, there are many tricks to form a catchy one-liner/tagline but, at times, they are explored when it’s too late.
Words have the power to create a brilliant visual effect or positively astounding reaction. And, a copywriter is a warrior with an armour of words.
He is Australia’s one of the most influential copywriters. He is inducted in the Adnews Hall of Fame. It is so because World acclaimed copywriter John Bevins always –
1. Enjoys writing – Do you think a write up can ever be attractive if one writes it listlessly?
2. Believes there’s no hard and fast rule – It largely depends on the subject about which one has to write. You can begin writing instantly or take hours only in thinking.
3. Takes readers as a priority – It’s good that you like your ideas but even better when you are sure that readers gonna like them too.
4. Differentiates between product and brand advertising – The former is about giving an impressive brief about the product, but the latter involves a sense of empathy with the customers.
5. Writes when the mood allows – Mind and words should be in sync to bring out the best.
I believe copywriting is the easiest and the toughest job so far. Easiest because the interest can make the writer so engrossed into writing it that even they don’t recognize the effectiveness of the copy for sometime. Toughest because it can take a hell lot of effort to bring out that tiny yet terrific idea hiding so cunningly somewhere around.
Read about the eminent copywriter David Abott and felt an urge to share the secret behind his verbal expertise. That’s how he goes about writing the copy –
- Jotting down the phrases and words instantly coming to mind
- Using extensive research so that there’s so much to say
- Reading the copy aloud to check the fluency and rhythm
- Using plain, simple and familiar words
- Fiddling with the words for around three hours
- Writing the copy 50-60 times until something striking comes out
- Writing copy anywhere at home, during traveling, anywhere
- Asking others about the product to equip with better insight and more ideas
- Avoiding boredom
- “I never read The Economist.” Management Trainee, Aged 42 (For The Economist)
- Guess what Sainsbury new canned grapefruit tastes like? (For Sainsbury)
- If the welding isn’t strong enough, the car will fall on the writer. (For New Volvo 740 )
- If he can make it, so can Volkswagen. (For Volkswagen)