Words matter. Finding the right word matters even more. That’s why I love the delete key. I can type and retype to my heart’s content. (Or until my deadline hits.)
The great Leonardo da Vinci said, “Art is never finished. Only abandoned.” And I’m pretty sure he was talking about the art of copywriting.
To craft the most powerful story, sometimes we have to read between the lines.
Advertising and acting are cut from the same creative cloth. The goal is the same: Get inside the minds and hearts of an intended audience. Storyboarding is another advertising practice taken from the motion pictures industry. Lights. Camera. Persuasion.
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How do you get into the creative frame of mind? Are you inspired by facts? Visuals? Music? Stories? Surroundings? Snacks? Mmm snacks.
If you’re in advertising, you indulge in the creative brief your wonderful account planning team poured their research-intensive hearts into. The core purpose of any brief is to inspire the team to make a leap of creative faith. And strategic planning is the springboard.
The goal of an agency pitch is to ooo and ahhh the client. But how? Do you make the logo bigger? Not quite. You captivate the client the same way you engage the customer.
You tell a story.
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