Philosophies

Writing Copy? Start With This...

You should not give the client what they want, you should give them what they need. 

They need a focused commercial that will deliver results.  They do not need an ego trip stuffed with sale items, their phone number and address, or pretend discounts.  They need a relatable commercial focused on a single thought/item.  And separate commercials for each additional thought or item.  

Advertiser's Lament

Why do we call them Account Reps?  Or Account Executives? 

If I’m an advertiser of the station, I don’t want to be your "account”.  I need to know I matter to you, that my business matters to you.  So don’t assign me an account rep, team me up with an advertising partner, someone with my business’ best interest as the core of their being.  Someone who knows my business category and is motivated to help me compete and win.  I need an advertising partner, not an “account rep” at the station.  Send me a partner and we’ll win together. 

 

Celebrity

Should your copy tie in with pop culture or celebrity?  Should you reference the hot game or the fad drink or the skyrocketing brand  in your advertising?

Pages

  • Writing copy for a client? Don't give them what they want, give the client what they need. Here's a quick thought: http://t.co/1vYLwc1U

    1 day 8 hours ago

  • Devellping new skills is messy. You didn't learn to use a fork without spilling (maybe throwing) food. Be patient, listen, watch, practice.

    1 week 9 hours ago

  • Write advertising? Please DO NOT USE these trite and meaningless phrases: http://t.co/ye4rGQX5. Skip the babble and increase your results.

    1 week 6 days ago

© 2012 Voice Creative.  All Rights Reserved.