June 15, 2009 · 4:21 pm

In these tough economic times….

Finding myself freelancing and looking for the next big gig has brought back some interesting memories. In fact, it was right after college that I experienced my first tough economic situation. Like so many of the new grads today, the job market (Texas in the mid-80s) was anything but friendly.

After completing my B.A. in Public Relations, I couldn’t imagine myself sitting behind a typewriter (yeah, I am that old) churning out press releases. But as a recent grad, I couldn’t find an entry-level job no matter how hard I tried. Seems the oil market had bottomed out, and I was competing against people with 3-5 years experience for the entry-level pay.  So I did what I had to. And spent a few more years in the restaurant business.

Granted, looking for a job back then was completely different. Instead of perusing the umpteen different job boards that are specifically targeting the ad biz (and I’m not even really including the ones like monster.com), I was forced to employ cold calls, cold letters, and listening to the once-a-week recorded message listing all the new PR jobs that had opened up in the DFW area as my only source of employment opportunities.

But looking back, it was exactly this pesky job market that led me to my career in advertising. First, through the alumni association, I met a CD working for a big agency in Big D. He was kind enough to meet with me, share some of his insight, and help me start to build “a book.” (I had no clue what a book/portfolio was, nor did I understand that it was necessary to help get a job in advertising.)

I also had the good fortune of meeting a gal who worked part-time at the restaurant where I made my daily tips. Seems she worked full-time for one of the big agencies in Dallas, and was able to get me in the door to meet the CD there.  He was not quite as helpful as the other CD, but did mention that there are schools out there to help you put a portfolio together, including one in Atlanta.

Coincidentally, my oldest sister and her family had just relo’d there. So, that meant I had a place to stay initially.  Applied, admitted, and funded, off I went. Finishing up in less than 2 years, armed with a slick (and laminated) portfolio, I hit the streets. Only to make some poor decisions early on in my career. But I’ve done well for myself since. I’ve had good jobs (and some not-so-good ones, too). And I have experience that people seem to want if for nothing more than freelance.

And now, even though I find myself sending out cold e-mails and introductory mailings to see who’ll bite, at least I’m starting to get some nibbles.

And I continue doing what I have to do to survive. Only now I do it behind a computer monitor instead of a Smith Corona.

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June 4, 2009 · 3:33 pm

Advertising: Art? Or Science?

installation by steven hawks

installation by steven hawks

“The trouble with us in America isn’t that the poetry of life has turned to prose, but that it has turned to advertising copy.” (Louis Kronenberger)

It was a quote like this that, early in my career, reinforced my decision to become an advertising copywriter.  I was enamored with the idea of using words to not just sell a product. I wanted to tell stories. I wanted to take the reader on a journey. I wanted laughter. And tears. Or whatever emotion was ideal for the product/service and the target demographic. But most importantly, I wanted to compel them to want the product/service.

And all because my lil ole story would do just that. It intrigued ‘em. Created a desire. Moved them to get in their car, or pick up the phone, and purchase.

I think this storytelling is why I have enjoyed writing brochures for various brands. I love having multiple pages to weave creative imagery with hard facts. And all in a way that is enticing. (Well, at least I think it’s enticing. I’m sure there are plenty who would view it as landfill.)

But then, after writing one too many car brochures, I created an opportunity to migrate over to the Internet. Again, it was another way to lead a consumer through a story, only now it was a mouse click instead of a page turn that revealed the next morsel of content.

Sure, there are subtle differences between writing for a brochure and writing for the Web.  Longer copy isn’t as happy on a single Web page like it can be in a brochure. I think that’s because people don’t want to linger lest someone think they’re loitering.

But the biggest difference between writing on paper vs. in pixels, is Web writing is so much more….immediate. And I’m not just talking about throwing the content up.

I’m talking about the ability to not only upload instantly, but also get instant results.  It seems that, for a lot of the advertising biz that is taking place on the WWW, the pendulum is swinging away from “creative storytelling” and hurtling toward “metrix.” Now the emphasis seems to be more on numbers, ratings, click-throughs, etc.

Sure, I know there are a lot of really creative web pages and banners out there that are also pulling in big numbers, but they seem to be overshadowed by the “click here’s” or “explore now’s” or whatever CTA is currently tracking at the highest rate.

I guess after spending the better part of the last 12 months working on direct advertising in both print and the web, it’s been a nice change to go back to writing a brochure. Albeit, not an automotive one. It’s a much slower pace. And the focus is back on the words. Not just the numbers. Although, I’m hoping the creative storytelling I put into this particular brochure, pulls enough numbers to warrant hiring me again for the next one.

I guess I’ll have to wait and see which CTA works best to get the results I want most.

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May 19, 2009 · 9:16 am

Inspired Writing

159650871 when it comes time to put pen to paper (or in most cases for me, fingers to the keyboard), does the subject matter really matter?

whether it’s writing an auto brochure, an insurance company’s direct mail letter, or an educational institition’s web banner, approaching each and every one with the same vigor doesn’t necessarily mean the end result will be as….inspired.

i’m currently working on some brochures for a large computer company, and while it’s not like i’m writing for apple (of which I’m a huge fan), i’m really enjoying the work.

granted, the freelance client is amazing. and supportive. and very pleased with the direction the project is going. and, for the most part, the real client isn’t chewing up the creative direction and spitting out something that doesn’t even remotely resemble the original. (that, in itself, is another entry worth pondering.)

i think what helped with this particular hardware brochure was the wide open field in which to creatively run. my direction was to “write the most aspirational, inspirational copy that positions these products as the best effing ones on the market.” so, right out of the gate, i let loose the reins of my brain and just went with the voice that sang the loudest. once the tone was set, the rest has been pretty easy. there is even one entry completely inspired by a hummingbird feeding right outside my kitchen window.

i think this creative freedom helped spark my enthusiasm. i know for me, it’s easier to pull the reins in when appropriate, rather than trying to open up and run after being corraled for too long.

what inspires your creativivity? can your style shine as brightly when your subject is not exactly something you bond with? i know i rely on voices from the past when a new one can’t be heard over my brain snoring. but, in this present moment, my creativity is awakening with a vigor i haven’t felt in some time. perhaps it’s the fact that i finally wrested control of my life and, with a little dose of fate (in the form of a layoff), am believing that i truly have a voice in the direction i want to take my professional future.

perhaps it’s freedom that inspires. or maybe it’s just that moment when everything just conspires together to create a project where creativity comes effortlessly. and your brain—and your eyes—are open and aware of all that is beautiful and inspiring around you. and, just like a hummingbird, flies off in a hurry. only to be replaced by another just as hungry, and just as eager to find something new that will sustain it until the next beautiful thing appears.

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May 1, 2009 · 9:32 am

i’ll see your reel, and raise you a URL

urlvsreelIn today’s competitive marketplace, is it more advantageous to have web or tv experience? Sure, the best scenario is to have samples of both in your portfolio.

But if you have to choose just one, which is going to move your career ahead more?

I interviewed with a large agency in Texas last October. Going into the opportunity, all parties knew my TV experience was light to negligible. But I brought strong direct and interactive experience, which was also part of the job description. We had a great chat (at least from my side of the table, I thought so). But when it came down to making the cut, my lack of TV production experience was enough to throw me off the job offer island.

Which brings up a whole other discussion. How does someone who has spent more than a decade working in the “ad biz,” but mostly in print and web, find opportunities to gain TV experience? I thought I had resolved the issue when I spent nearly 2 months storyboarding out an entire section of an auto manufacturer’s web site that was going to use live-action video and CGI to tell their truck’s story. Think a bunch of 30 and 60-second spots that, when strung together, told a compelling and engaging story.

Not only had we received client (and legal) approval for the boards, I had already hired the director and production team, and we started scouting sites. But then the bean counters came in and pulled the plug.  So all I have from that effort are some great storyboards and awesome shooters that I now consider friends.

Do you ever give up hope of getting the chance to do something new? Or do you go with what you know from experience, and keep milking that for what it’s worth?

I’m holding on to the hope that some day I’ll have the chance to finally shoot a broadcast TV spot. But in the meantime, I’ll continue utilizing my web experience. And continue to add to that skill set (with things like SEO) to help fortify my arsenal of offerings to present and future employers/clients.

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April 21, 2009 · 3:16 pm

now THAT’s funny

some of the most memorable ads have been so because of humor. others, because of the strong graphic design.

i spied this lil transit poster the other day. and to me, it uses both. a nice, simple graphic that catches your eye.

smoking cessation posterand it uses humor. i mean….look at the little figure. it’s actually throwing the cigarettes in the trash can! now that’s funny!

cause, i don’t know about where you live, but around SoCal, the world is their ashtray. be it driving down PCH next to the recently restored bolsa chica wetlands. or careening a bazillion miles an hour down the 405. it’s right outside the door of the starbucks. and even standing in front of my house. but let’s not forget the biggest ash tray there is…..the beach! you know, the one i was at just the morning with the dogs, sitting on the park bench watching the pelicans flying by in formation, and the dolphins lazily swimming by and looking for, well, lunch. all the while trying to keep the dogs from eating the cig butts scattered around the grass.

flick goes their butt.

and unlike this sharp lil graphic, rarely in the receptacle it’s supposed to actually land in.

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April 15, 2009 · 1:58 pm

“once you label me, you negate me.”

a lovely lil quote from soren kierkegaard, and something that i’m still encountering during my job searches of late.

auto rearview

stopped in traffic in big sur

from 2002-2007, i worked on an auto account. i wrote brochures, web sites, point-of-purchase, plus a few more odds and ends. i got some great experience, some award-winning samples, and several promotions during the time i spent driving the creative.

but after 5 years, i felt like it was time to move on. see, people (read: other creatives and recruiters) were starting to see nothing but tire treads in my work and experience. i was becoming “a car guy.” not that there is anything wrong with that. it’s just that, the subject was overpowering the creative genius. (or perhaps just the creative behind the wheel.)

now, nearly 2 years later, i’m getting some interest because of the automotive experience, but alot more “no thanks” because of it. sure, i’ve been shuffling my portfolio around to try to soften the auto samples in it. but try working in that field for 5 straight years and not have your book feel a little road weary.

i guess what it comes down to, is i’m hoping that my future employers (or creative partners) can dscf01432focus more on the creative. how i use words to tell the story. and hopefully they’ll see that i can use my writing skills, creativity, and overall business sense to take whatever gadget/service they want me to help market, and treat it with the same loving care i gave to automotive.
until that happens, i’ll have to stick with the label “freelancer” until the right job appears. and so far, there has been no automotive offers coming in. (i’m not even getting the deals from the auto dealers.)

my freelance clients so far have been in education, healthcare, pharma, mortgage, computer hardware, and nonprofit. all of this work is reflected in my portfolio, along with the automotive.

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April 9, 2009 · 8:20 pm

is the other pasture really greener?

or just as full of shit as the one you’re in?

i’m an ad writer. have been for years that now number in double digits. i’ll admit that my career has definitely been its own path. one that is glaringly different from those showcased on shows like trust me and mad men. on these made-for-tv glimpses into a world inwhich i reside, it’s all about the glam jobs creating 60 sec TV spots. there’s very little to no print. don’t even think about boring topics like direct mail or point-of-sale. it’s all about the TV spot.

these shows are SOOO not the world i’ve lived in. sure they probably exist somewhere. for someone. just not me.

this little space will be my POV. you may think of it as a view from the cheap seats. or you may just be wondering where you can find some higher boots.

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