Words are, in my not-so-humble opinion, our most inexhaustible form of magic. -- Dumbledore/JK Rowling
There is magic in words!
I’ve always believed that. So, I find it very ironic that I constantly tell myself and any one who takes the time to ask, that I want to be a copywriter when I “grow up”. And yet I am constantly drawn back to design.
Well, today I got to attend a copy writing seminar! Hallelujah!
And what a workshop! If there was an ideal copy writing mentor in Cannes, this guy is it. Sam Saunders, CCO and writer at Oceanyc, is this huge, obnoxious personality that has an entertaining dirty mind along with an incredible understanding of how to wield the English language.
“Advertising is 100% an act of seduction,” says Saunders. The tagline is your pick-up line and each line of copy is bait to the next. “Your copy is only as strong as your worst line.”
In many professions you have to choose your words carefully. And in no job is this more true than in copywriting. In most cases, the space for copy in an ad is small, if anything. And with the rapid speed at which people consume information it essential that copy catches and holds their attention. Easier said than done, for sure. Here are a few of Saunders’ rules:
1. No puns or silly words — That’s too easy. Be better than that.
2. Balance — If you’re leading with a crazy visual, go for straightforward copy. And vice-versa.
3. Lead with emotion — People operate on an emotional level, use their emotions to your advantage.
4. The Manifesto — It’s the holy grail of copy. Start out with a line showing the future of the brand, its North Star. Next, hit em with the raw, emotional truth followed by what the brand brings to the table. End it strong with the brand name. And if you’re the cherry-on-top kind of creative, throw the logo up in the corner. BOOM.
Keep practicing those writing skills and stay shiny my friends!
xoxo,
Kelsie