“But this is only the first round, ok,” I said.
“Jeeze, how much time do you need to drop it like it’s hot,” he said. “And don’t forget your seasoning salt.”
“Fine. You want salt,” I asked. “I got so much salt it’ll give you a heart attack.”
No reaction. I scuff. We move on.
Shake the seasoning salt. Shake it good. Because when you add flavor, you add a little something extra. And extra is better.
Point and case.
Picture being stranded on the freeway with a sharpie and a piece of cardboard. What would your sign say?
Tasty: Going to
Real Tasty: Need a ride to
What a difference right? The message isn’t lost – you still need a ride to
We go to work. We sit at a computer. And we pound on a keyboard. If you’re lucky, your boss will let you go on a creative excursion – like to the nearest vintage shop. And if you’re real lucky, (in regards to your work) you’ll have a boss that says it’s your best piece of work yet. Then demands a complete rewrite. I’m lucky like that.
It’s so easy for me to call up a blank page, pound out the creative brief and start.
Enter the world of copywriting. We can’t just touch the flame - we must have a reason for burning ourselves. Our reason can be found in The Copywriter’s Checklist.
It’s the list I use after the prepping phase before concepting. It’s like a prayer. Only it’s to Ogilvy.
- Does the copy fulfill the promise of the headline?
- Is the copy interesting?
- Is it easy to read?
- Is it believable?
- Is it persuasive?
- Is it specific?
- Is it concise?
- Is it relevant?
- Does it flow smoothly?
- Does it call for action?
There you have it – Big 10 for copywriters brought to you via The Copywriter’s Handbook by Robert W. Bly.
In conclusion, copywriting is a technical art. It’s about the seasoning salt. The spice. The something extra.
But remember, you’re not changing the world. You write ads. Season salt it up. Then set your work on fire.
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