buildingpharmabrands

Grow Talent, Grow Brands

Month: April, 2014

David Abbott’s Five Rules For Copywriting

abbott-1

 

 

Born in London in 1938, David Abbott is one of the greatest copywriters of our times. He won many awards in his career, created many celebrated campaigns and mentored many highly successful copywriters. In 2001, he was inducted into the One Show Hall of Fame, the first Briton to receive this honour since David Ogilvy.

Here are the five rules he suggested in The Copybook: How some of the best advertising writers write their advertising:

1. Put yourself into your work. Use your life to animate your copy. If something moves you, chances are, it will touch someone else too.
2. Think visually. Ask someone to describe a spiral staircase and they’ll use their hands as well as words. Sometimes the best copy is no copy.
3. If you believe that facts persuade (as I do), you’d better learn how to write a list so that it doesn’t read like a list.
4. Confession is good for the soul and for copy too. Bill Bernbach used to say “a small admission gains a large acceptance.”
5. Don’t be boring.

Remember and follow these rules every time you are creating a communication strategy to make it a winning strategy.

The Story of Louis Pasteur

The story of Louis Pasteur_

 

 

In the famous 1936 film, The Story of Louis Pasteur (December 27, 1822 – September 28, 1895) , the vindicated French chemist and microbiologist, Dr. Louis Pasteur (played by Paul Muni) addressed students at The Academy of Medicine exhorting them to not to be discouraged by skepticism and opposition.

Click here to watch the full movie, The Story of Louis Pasteur.

Here are his immortal last lines, from the movie:

“ You young men – doctors and scientists of the future – do not let yourselves be tainted by apparent skepticism, nor discouraged by the sadness of certain hours that creep over nations. Do not become angry at your opponents, for no scientific theory has ever been accepted without opposition. Live in the serene peace of libraries and laboratories. Say to yourselves, first, “What have I done for my instruction?’ And as you gradually advance, “What am I accomplishing?” Until the time comes when you may have the immense happiness of thinking that you have contributed in some way to the welfare of mankind.”

What We Can Learn From LeBron James

LeBron_James_vs_Washington_3-30-11

 

 

Standing tall at 6 feet 8 inches, LeBron James is an American professional basketball player for the Miami Heat of the NBA, who has won a number of awards. Consider these for example: James won has won two NBA championships, four NBA Most Valuable Player Awards, two NBA Finals MVP Awards, two olympic gold medals, an NBA scoring title, and the NBA Rookie of the Year Award. He has also been selected to ten NBA All-Star teams, nine all-NBA teams, and five All-Defensive teams.

What made him one of the most valuable players of the basketball in the world? His values, belief system and attitude are essentially responsible apart from his handwork and remarkable talent. Here are some of his own words reflecting those values, beliefs and his attitude to life and the game he most passionately loves.

We can all reflect and learn from these, which James spoke on different occasions on commitment, managing failure, team work, humility and goal setting. Here are those gems in his own words:

“Commitment is a big part of what I am and what I believe. How committed are you to winning? How committed are you to being a good friend? To being trustworthy? To being successful? How committed are you to being a good father, a good teammate, a good role model? There’s that moment every morning when you look in the mirror: Are you committed, or are you not?

You can’t be afraid to fail. It’s the only way you succeed – you’re not gonna succeed all the time, and I know that.

You have to be able to accept failure to get better.

I always say, decisions I make, I live with them. There’s always ways you can correct them or ways you can do them better. At the end of the day, I live with them.

I treated it like every day was my last day with basketball.

To all the positions, I just bring the determination to win. Me being an unselfish player, I think that can carry on to my teammates. When you have one of the best players on the court being unselfish, I think that transfers to the other players.

I think, team first. It allows me to succeed, it allows me to succeed, it allows my team to succeed.

You know, my family and friends have never been yes-men: ‘Yes you’re doing the right thin, you’re always right.’ No, they tell me when I’m wrong, and that’s why I’ve been able to stay who I am and stay humble.

I have short goals – to get better every day, to help my teammates every day – but my only ultimate goal is to win an NBA championship, It’s all that matters. I dream about it. I dream about it all the time, how it would look, how it would feel. It would be so amazing.”

 

 
Image Source: Wikipedia