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The most effective modern advertisements--in newspapers and magazines, on posters, TV, radio, Web sites or anywhere else--tend to carry very few words in relation to pictures or other "visuals". For example, a recent poster advertising The Economist read "Blunt, yet sharp". So it looks easy but don't be deceived. Actually the fewer the words on the page the more challenging they are to write, as Dominic Gettins--award-winning campaign writer for many companies including Microsoft and currently board level copywriter for Euro RSCB Wnek Gosper--makes clear in The Unwritten Rules of Copywriting. It's all down to hard work, persistence and application. "When friends tell me they like an ad of mine, they seem to think I'm a very clever person," Gettins says. "If, in conversation later, I let drop that I wrote over a hundred scripts for a particular brief, with every word and visual carefully thought out, they look at me aghast."
Gettins's book, based on series of seminars he ran for the BBC, sets out some rules and ideas for potential or less experienced copywriters, although much of the advice about grammar, simplicity, succinctness, avoidance of long words and rejection of most participles could usefully be applied to any kind of writing. Mark Twain's "Eschew surplusage" is one of his favourite quotations. Gettins argues that detailed research is vital. You must know the product, the client and the precise "audience" you're targeting with your words. Have one individual in mind to speak to with your copy, he recommends.
As you might expect it's an immaculately written and highly readable guide with never a wasted word in sight. He includes lots of photographs--entertaining as well as educative--of effective ads as examples. And did you know that "slogan" is derived from "sluaghghhairm", Gaelic for "war cry"? It's a cut-throat business, advertising. --Susan Elkin
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Copywriting is not taught in schools, yet it can be argued that it influences everyday life far more than logarithms or crop rotation. Copywriting is not taught in marketing departments or ad agencies, yet millions of pounds hang on its success or failure. But can a creative act be taught? Can you apply rules? Dominic Gettins believes so. In this book he divides the process of writing copy into eight practical steps: 1. Know your target; 2. Do your research; 3. Answer the brief; 4. Be relevant; 5. Be objective; 6. Keep it simple; 7. Know your medium; and 8. Be ambitious. Used on courses and workshops, as well as in many advertising campaigns, there are presented here so you can apply them to your own work. If you're a seasoned copywriter this should be a valuable source of ideas, quotes and examples reflecting the modern role of copy in advertising. If you're entirely new to the skill, you'll find solid principles and the guidance you need to survive. And if you simply want to improve your written communication in the office, apply these rules and observe the improvement. These rules are not intended as edicts. They carry no penalties; they're merely a useful way to structure material and endear it to the memory. They have been adopted by a number of organizations without creating a breed of grey-suited creative people who crush free thinking and drink only in moderation.
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