Copywriting s

Biggest
Changes
2000-2010
DD Kullman
February 16, 2010
#1
Less Verbal – More Visual
Ad circa 1988 Ad circa 2009
#2
Nobody Can Write Anymore
#3
Where Have All the Mentors Gone?

(You Must Be Self-Taught)

#4
Concept is King (Especially if Visual)
#5
Must Be a Master of all Mediums

§  Print
§  Broadcast (Radio / TV)
§  Outdoor
§  Direct Response
§  Collateral
§  Video
§  Interactive
§  Social Media
§  Public Relations
#6
Print isn t Dead…But it is in a
Coma
#7
Social Media is Hot, Hot,
Hot!
#8
Online Videos – Capturing the
Market
#9
…But I wrote an Essay in High
School…

§  Because they wrote essays in

high school, clients think they
can write as well as any
copywriter they hire.

§  This means they don t

understand the power of
sentence fragments. Or
beginning sentences with
conjunctions. Or that it ain t a
problem to use slang.

§  State your case once and if

you still don t persuade clients
it s okay to be
ungrammatical…bill them for
their revisions J
#10
Copywriters Have to do their Homework
Nobody s going to get you the information you need to do the job right.
You have to fight for your right to research – and it might require
interviews, travel, even some photography!
So What Does the Future
Hold?

§  Social media makes my head explode

(but I gotta keep up)

§  Web content and video scripting will

become more valued

§  Category specialists will survive

(according to HOW Marketing Mentor,
Ilise Benun)

§  Because I Said So is so over (brand

values must believably exist in the mind
of the consumer. There must be
substance.)

§  More packaging of services into monthly

retainers (PR, social media, web stuff)
Thanks Very
Much!
Any Questions?