Tag Archives: ad writing

August 3, 2009 · 12:37 pm

Web of Influence

It’s summer in SoCal, which means it’s sweeps time if you’re a spider. This translates to knowing that, no matter how careful you are, or what time of day, you’re bound to walk into a web somewhere.

spideryThis lil bugger was in the tree right outside our patio. I’ve seen others who have been a little more advanced in their web placement. The smarter ones are more like today’s super sophisticated, data driven banner ads. They’re building their webs above a light. They know that their target is attracted to the light, hence, putting them in a better position to punch their meal ticket.

The challenge, just like the spider who sets up shop in the place he/she thinks is best, is that no matter how much research or data, the attention of the intended target isn’t always guaranteed of being caught.

Old school advertising had a much easier time. Fewer choices meant a greater chance of hitting the right demographic. It was more like the spider who weaves its web high up in the tree where it has a chance to build a big target that most likely would be ignored, or knocked down by an unsuspecting person like…well….me.

Reaching the target today can be a challenge. Mostly because, as consumers, we have way too many choices. (Not to mention a shorter attention span. What is the latest data? If you don’t capture someone’s attention on a Web page within 15 seconds, click…they’re gone.)

We also don’t always follow the expected path. Look at Facebook. Created for college students by a college student. Because of that, makes sense to link advertising targeting the 18-24 year olds. Wrong! The largest demographic group setting up personal pages on Facebook is now the over 40 crowd. And especially women.

But it’s not just happening on the Web. it’s happening in stores. Or, in my case, an auto dealership. I went in the other day to look at a particular luxury brand’s offerings. And when I asked my old school car salesman Walter about one of their newer, smaller (and perhaps seen as more youthful and hip) vehicles, he quickly quashed my desire to look at it because I was “much too old” to be considering that vehicle.

Uh, really?

Consumers will continue to behave in ways that aren’t always expected. Which just means that advertisers will have to do like the spiders in our neighborhood. Increase the numbers. Spread out wherever they can. And if they get knocked down, rebuild as quickly as possible. (That scenario alone is what makes the Web so powerful. Immediate results show marketers what’s working, and what isn’t. And making small changes is a lot quicker than editing a print or TV ad.)

Eventually, the marketer will capture the attention of some poor, unsuspecting fly.

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July 21, 2009 · 10:26 am

Marketing to a more sophisticated palette

There’s no question that today’s consumers are a much more sophisticated lot. It seems everywhere you turn, men and women are constantly clutching their latest digital toy in one hand, and either a gourmet coffee drink or a $4 bottle of tap water in the other.

I find myself falling victim to these choice choices. And not just when it comes to dressing and feeding myself. (All said as I’m sipping my Starbucks coffee with my new Palm Pre sitting on the desk.) Like every parent who insists on dressing their little ones only in Baby Gap, I find myself spoiling my “children.” alliecody

Sure, it’s easy to justify the drawer full of dog toys. And the 4 different collars/harnesses with matching leads hanging by the back door. (I’ll even reluctantly admit to having tons more toys and accessories bagged and on the shelf in the garage.)

But our biggest indulgence of late is what we choose to put in their bowls.

Take a walk through any pet store or look on any grocery pet food aisle and you’ll be inundated with variety. But, just like those parents who believe only Baby Gap will do for their child, we spoil our girls.

Why, just this morning, breakfast consisted of Stella & Chewy’s organic (and certified safe) freeze-dried goose and duck liver that I lovingly revived with some hot water, and then mixed into the California Natural dry kibble (sweet potato and herring). But, oh no, it didn’t just stop there. I also pumped one good pump of wild caught salmon oil, because nothing says I care about my girls like an added dose of Omega 3 fatty acids.

As the gal who owns our local pet supply store stated, these girls should have one helluva coat. Well, of course, that’s our intent. And we’ll see how it all works once they’ve been on the new diet for a bit.

This is definitely not the food I recall from my childhood, when the most exotic things I remember were the Gaines burgers that I think I was fonder of than the dogs. (Yes, I am told that, apparently when I was but a wee toddler, I was known to get to the dog’s food bowl before they did. I’m just saying…..)

But the marketers of these newfangled pet foods know when they are going in a good direction. Even mainstays like Purina and Pedigree are getting into the mix with their own offerings of “premium” or “all natural” choices.

But every time I open a can of Merrick’s “Grammy’s Pot Pie” or “Cowboy Cookout,” I have to wonder who I’m dishing this up for? Is it really for my girls? Or is it for me?

At least I can admit that it looks a hell of a lot more appetizing than those pathetic Gaines burgers that used to catch my toddler eye.

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July 6, 2009 · 12:18 pm

when creative inspiration takes flight

It always comes back to the same necessity: go deep enough and there is a bedrock of truth, however hard. (May Sarton)

Finding the right inspiration for projects can come from some unexpected places. The brochure project I just completed for a large computer company located in the Pacific Northwest had some unique challenges. How I found the creative solution was rather surprising.

The issue was a gaming device. I am not a gamer. Unless you consider old school Cribbage, or an occasional game of Mahjong on the computer. I grew up playing Asteroids and Pac-Man. I think about the “coolest” I ever got was playing games like Tetris and Galaga. None of this comes even remotely close to anything MMORPG that seems to be all the rage.

After a length of time writing and deleting a bunch of different approaches, I felt the need to step away from the computer. A quick trip into the kitchen to grab a fresh glass of water was the goal. What I got out of it was so much more.

Standing at the counter, I looked out the window when a flash caught my eye. Seems one of the neighborhood hummingbirds was taking a sip at the feeder outside our kitchen window.

Mesmerized, I watched as her wings flew in a blur, when suddenly she abruptly stopped and perched on the feeder. Guess this wasn’t a drive-by, but more like some leisurely sipping.

And, with a flash, she was gone.

But that flash of inspiration sparked something. I had a thought that quickly translated into what I was looking for to capture the spirit of gaming (at least in my old-school brain). And within a matter of minutes, I had something down that I was quite proud of. The best part—the idea was approved for print with only some minor modifications. Which of course made me as giddy as I am every time a client “sees” my way of thinking. Or every time I see one of the dozens of hummingbirds that come to feed.

As an ad writer, I’ve had to dive in to a lot of different areas in order to learn to speak the language of the target demographic. From the off-roading/extreme sports mindset to knowing more about incontinence that I’d ever really care to admit, I feel it’s important to relate to the subject/issue I’m tasked to market. To know just know it, but to breathe it.

I’ll admit diving into some subject matters has been more fun to swim around in. Others, perhaps, not as easy.  More like swimming upstream in mud.

I guess the most important lesson for me, is to keep my eyes—and mind—open to what surrounds me. To jump in head first, and just be in the moment. Because I never know where the inspiration is going to come from.

What I do know, is that if I don’t capture it, sometimes, in a flash, it can be gone.

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June 24, 2009 · 11:16 am

When words on the page become more than a graphic element

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Believe it or not, I’m actually a writer who does think that (most times) less is more. And by less, I mean the amount of copy on any particular piece. But sometimes, the story just needs some breathing room. Like they need to relocate, if only momentarily, from their townhouse in crowded Southern Cali to a nice wide, open pasture in the Midwest where they can stretch and ramble and graze and otherwise just take in a big gulp of fresh air.

Sometimes, finding the space on the page (be it paper or pixel) can be a challenge. That’s because there are some of the art/graphic persuasion that believe copy is a burden. Or words interfere with the overall essence and compete with the pictures and/or graphics and therefore should be minimized or eliminated altogether.

But I’ve got a word (or 12) to say about that.

I have worked with many truly gifted art directors and graphic designers who appreciated the words I provide. I mean, they actually READ them before asking me to cut and condense. (Trust me, very rarely has it ever been that they actually ask for MORE copy.)

The trick is learning when to stand your ground. I mean, like a lot of other writers I know, we do actually give some thought to our word choices. True, there might be times when things can be said a wee bit more concisely. But only when trimming is the right thing to do. And not because the design would look better with 2 less lines of copy.

What it all comes down to is doing what’s best. And creating harmony between all the elements. Because pictures and words can get along. And art directors and writers can see eye to eye.

Sure, we’ve all heard that a “picture is worth a thousand words.” I’m not sure who actually said it first, but whoever it was had to be an AD.

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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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