Mad Men is a great show.
In it, there’s a scene every copywriter should see.
Here’s the setup:
It’s 1963 in New York City.
Pepsi just hired Sterling Cooper, a Madison Avenue ad agency, to produce a commercial for Patio, its new diet drink—except the executives at Pepsi already know what they want to see…
They want the commercial to look like the title sequence from Bye Bye Birdie: they want one continuous shot of "an Ann-Margret type" singing against a blue background. They want a frame-by-frame reproduction.
After the meeting, Peggy Olson, a copywriter on the Pepsi account, is complaining about what "they want" to Don Draper, her boss, the creative director at Sterling Cooper.
She’s frustrated that the plan leaves little room for creative work but she can’t say that, so she tries a different angle …
“No one seems to care that it speaks to men,” she says, “and not women, the people who drink diet drinks.”
“Peggy, I know you understand how this works: men want her; women want to be her," says Don, referring to Ann-Margret.
“Even if that’s true …”
“It is, ” Don interjects. “I’m sorry if that makes you uncomfortable.”
“Well, you know, if we were making a movie or a play, we’d be embarrassed to do this,” says Peggy. “It’s phony.”
Then Don says something kinda profound ...
You’re not an artist, Peggy,” says Don. “You solve problems.”
As a copywriter:
It's tempting to lose yourself in your own creativity, to fall in love with your ideas.
It's tempting to ignore the copywriting truism, less is more.
It's tempting to join The Cult of Originality.
But if it doesn't help the work, why give into the temptation?
“Leave some tools in your toolbox,” says Don, closing the scene.
Copywriters are problem solvers.
Problem: prospect will only buy X when he feels Y.
Solution: write a message that reliably makes prospects feel Y.
This is a copywriter’s true work: identifying words that create the shortest path to an emotion, a feeling.
But sometimes that path is so short that it gives the copywriter pause.
It makes the copywriter think, It can’t be this simple?
It makes her think, I need to add something fresh and original, some pizzazz!
Fight that urge.
You did your job. Well done! Now leave some tools in your toolbox, as Don Draper puts it.
The bad news is that it's hard to do. It's hard to leave good ideas on the table.
The good news is that if you focus on solving the problem, you'll often still create art, as a by-product, in the process.
LEARN TO PERSUADE
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WRITE BETTER.
MARKET BETTER.
SELL MORE.
Because copywriters conjure emotion for a living.
The buildings in Jaipur, India are built of vibrant red brick. The entire place glows like Mars.
Writers share their work.
Perfectionists hoard it.
"I'm sorry about all this," I said.
"Thanks," he said. "But I deserve it. Things could've been different."
Here's a learning tactic.
It's what I do when I want to internalize a book — or an article, for that matter. You can do it, too.
When Big Lurch woke up, he was alone in a prison cell, confused and covered in blood.
As a content marketer, your most valuable asset is not your content.
Pressure and time. Pressure and time. Pressure and time.
Words are commodities. Anybody can fill space on a page.
Simplicity can be impactful.
Thank you, grandma.
Every time you're blocked ...
What's the purpose of your first line of copy?
They never have ...
Ideas, like love, can escape you. Don't let them.
Passion drives success.
Kevin Kelly, Co-founder and Editor of Wired magazine, on God and meaning of life.
Three billion people have access to the Internet, but only a third of those people speak English.
Just because you can, doesn't mean you should.
And it isn't even about copywriting ...
There are two types of bullet points: Those that break up text, making information easier to digest. And those that sell.
Swearing can be a powerful gesture. It could also be meaningless ...
Three simple rules that'll make your copy bolder, clearer, and more persuasive.
You should know, I'm not sexy. Sorry.
The one question that will help you write devastatingly creative and effective ads.
Whatever it is, nobody is going to buy it without ...
Creativity is like a muscle: It grows and develops with exercise, practice.
You’ll know you’re good.
You’ll know you’re good because a few clues will give it away…
Microcopy is concise, clear, small-print text that helps or encourages readers to complete an “action” on your website or app.
It’s how the great copywriter, Gene Schwartz, thought about the discipline…
If you aspire to write good copy, watch and read these things religiously.
Make it ugly.
Let me explain…
The longer you focus, the more focused you will become.
Focus long enough and you’ll tap into something called Deep Work…
There’s a marketing tenant every good copywriter respects…
Knowing that, here are the words and phrases every copywriter should use…
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As a teenager, I sold magazine subscriptions door-to-door. At first it was hard and I was unsuccessful.
Then I picked up a trick that skyrocketed my conversion rate…
This strategy is scientifically proven to help writers — and anyone else — spur their creativity.
“I can do that,” said The Copywriter. “But first let me ask you a question.”
“And how many of us have persistence enough in following out our ideas of what is obvious?”
If your goal is to write tighter copy — copy that says more in fewer words — try this 15-minute exercise.
Sometimes that feeling — that mood — is already there, all around, omnipotent and omnipresent.
Joyce was a magisterial novelist, but he would’ve made a miserable copywriter.
Smart writing is clear and concise. It’s easy for the eyes and mind to follow. It’s accessible and unpretentious, easy to consume and hard to create.
Smart writing is readable. Effortlessly readable.
Be a copywriter, not a coward.
If you can back up your claim, write the copy. If you can’t, be a professional and do the right thing.
Don’t write headlines that are flat, invisible, like white paper on a white desk. Write compelling headlines that stand out. Headlines that contain emotion, image, logic, and promise.
Here’s how to do that.
A visceral response is a physical reaction to a non-physical experience, an emotion.
If you feel it, don’t dismiss it. Let it wash over you.
You’ll be a more empathetic person for it — and a better marketer, too.
“We’re talking about him having an accident,” said the man, whispering. “Just walk up to him, put your hand on his back, and give him one big push!”
Don't sell chips. Sell a worldview.
It boils down to a simple three-step process ...
“I was The Onion’s editor at the time so, mainly, I was just punching up or rewriting other people’s work,” said Scott. “And so when I sat down to write the pilot, I was like, ‘Shit! I have writer’s block! I got nothing!’”
CHICAGO—Saying he was ‘more than happy’ to jump on the call, Scott Dikkers, The Onion’s longest-serving editor-in-chief, graciously gave time out of his day to talk to a copywriter about how to overcome writer’s block.
As a copywriter, it’s tempting to get lost in the majesty of your creativity, your ideas.
Looking inward for ideas will burn you out.
Want more ideas than you could ever use?
Confident copy says, “Go ahead, you’re making the right decision.”
Great copy starts with efficient questions.
“You have to be more concise,” he said. “You write like a water hose. You need to be a nail gun."