Copywritng Tip: How to be a Killer
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A killer copywriter, that is. Ok, so that was cheesy, but how do you learn the art of copywriting? What do you have to read, watch, know to write amazing copy that does its job- sell. Once again I look to some of advertisingâs greats for inspiration.
I do a lot of reading [...] I do a great deal of reading in philosophy. I do a great deal of reading in fiction. I’m sure that everything a man [or woman] does is grist for his copy mill. I’m sure of that- what you’ve done and what you’ve experienced- if you can put more thinking and more interesting things into your copy, you’re that much more provocative.
- William Bernbach
I think among the best [copywriters] there’s a flair for expression, of putting known and believable things into new relationships [...] we try to be more straightforward without being flat footed. We try to be warm without being mawkish.
- Leo Burnett
The first thing that marks a good writer is that he avoids the cliche.He avoids the cliche in his speech, not just in his writing. [...] If he has a figure of speech that pops out of his mouth, it is more likely to have some originality in the phrasing of it, or he won’t use a figure of speech. Another mark of a good adman: He will be a widely read person. [...] He should be far more than a business reader.
- George Gribbin
Not to sound like a job interviewer, but what other qualities make for a killer copywriter? What should beginning copywriters do to better their writing? Leo Burnett would stash successful ads in a box on his desk. What rituals might inspire better copy?
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Tags: Advertising, Copywriting, Marketing, Search & Marketing
Posted in Copywriting, Search & Marketing
