I’ve been so focused on Kamikaze Creative Strategy, I almost forgot most of you find me seeking advice/wisdom/thoughts/techniques/etc. on writing copy. Art Directors, Graphic Designers, Web Designers, Account Execs and other non-Copywriters - most of what's to come will make you better at your job. Don't think it’s not for you.
A big part will be increasing readability – as much about graphic sensibilities as it is about the writing. Pay attention when I get there. It’ll make your work better. You’ll be a more useful partner to your Copywriter. As importantly (if not more), you’ll find secret copy stuff that puts “CD” after your name faster. Some things will be directly transferable to Art Direction/Graphic/Web Design. Other posts will show you how to help your writer maintain style, edit for proper length, give insights that’ll make your graphics more compelling.
One of my most popular classes is “Copywriting for Art Directors and Designers.” A sleeper subject at first glance – ADs, GDs and now WDs think they’ll suffer through without learning anything useful. A few insights and assignments later, people try to join the class late. Interestingly, CW for ADs/G/WDs has inspired more than one student to change “majors.”
Writers will find KCCCCW will do more than make them better. You'll also get Art Direction for Copywriters. Not just to make you a better partner and more promotable – like Copywriting for ADs/G/WDs, it’ll arm you with knowledge you can wield in approval/presentation defense. The goal is to give CWs and ADs/GDs/WDs insights beyond their own specialty (although Crash Course in Copywriting will be heavily skewed toward How to Write Better Copy).
I’m still working on priorities, order and emphasis. Watch This Space for upcoming posts. I’ll cover more on Kamikaze Copy Sins, capitalizing on the KCWP, how to write (better) headlines, writers’ block, writing visually, where to start/how to finish, writing for integrated campaigns, the difference between online vs. traditional media copy, editing, style, structure/syntax/yadda yadda, Language of Concept, when/why/how to write what length (long, short, one liners), the copy process/yours/mine/others', lots of goodies obvious, subtle and just between you and me (writing for difficult client approval, presenting to various internal levels, that kind of thing). I’m even playing with the idea of having you send me troubled copy we can work together online.
Bear with me if I veer into seemingly unrelated territory. If something current comes up (example: the last few posts on Objective Based Kamikaze Creative Strategy), don’t dismiss it. What we do for a living is a multi-layered intertwined set of skills applied in ways (teams and groups) that prevent anyone from doing their own job well without contributing to what the rest of the Creative Department is doing.
I’ll post the first piece (still deciding where to begin – copy has no Start Here button) before the end of the month. Check back. As always, if there’s something you’d like me to cover, email me and I’ll try to answer, either here or privately.
NOTE FOR NON-COPYWRITERS: Don’t get bogged down in minutiae. Take what you can use, file the rest for when you’re Creative Director.
