Three books I’ve been picking through for other projects, from entertainment fields, reminded me of the way we’re writing copy today:
Music, the Brain, and Ecstasy, by Robert Jourdain
The Writer’s Journey, 2nd Edition, by Christopher Vogler
Shortcuts to Hit Songwriting, by Robin Frederick
The rules used to be that copy was NOT to be entertaining. And that seems to have changed.
But here’s one thing that has never changed, and never will:
How it was in the past
How it is now
Three things that brought us to where we are today
technology changes: ipad, netflix, amazon prime
changes in news and politics
social media: ad rules, plus the rise of content marketing
How things are different now
What to do differently
be more aware of everyday life -- what’s going on around you, how you feel, how others probably feel
use graphics to tell your story
learn about engagement techniques from film, fiction, music
What not to do, even today
don’t turn your marketing into a comedy show or a mini-dramatic movie
don’t take your eye off the ball. Remember, the primary job of your copy is to sell, or to inspire another specific action besides buying
don’t sacrifice believability for entertainment value
Download.