If you spend any time at all on social media, depending on who you're connected to, you'll find there's no shortage of advice on what it takes to write a decent bit of copy.
A lot of that advice, over the years, I've published here. I think doing so is some rendition of "paying it forward."
A lot of good creative (or even planning, or even account) advice can be learned from David Abbott. There are thousands of rules banging around in the ether, Abbott knocked them down to just a handful.
- Put yourself into your work. Use your life to animate the copy. If something moves you, chances are, it will touch someone else, too.
- Think visually. Ask someone to describe a spiral staircase and they’ll use their hands as well as words. Sometimes the best copy is no copy.
- If you believe that facts persuade (as I do), you’d better learn how to write a list so that it doesn’t read like a list.
- Confession is good for the soul and for copy, too. Bill Bernbach used to say “a small admission gains a large acceptance”. I still think he was right.
- Don’t be boring. (You’d be surprised how many folks in advertising struggle terribly with this last bit.)
Write how you speak.
Never in the history of Homo Sapiens has someone said, "Alexa, ask Buick to start my Encore GX." Never.
This spot--this brutally ugly and inappropriate vomiting of the brand's name right down to its "GX" (whatever that means)--violates every rule.
We have forgotten that.
And every time we forget it, we insult the very people we want to sell to.