What is the best piece of advice given to marketers and who gave it to whom?
Paul Arden, the former creative chief of the renowned ad agency, Saatchi & Saatchi shared the best piece of advice ever given in his book, Whatever You Think, Think the Opposite:
Alexy Brodovitch,the Russian-born photographer, designer and instructor who is most famous for his art direction of fashion magazine, Harper’s Bazaar from 1938 to 1958 gave an advice to the young Richard Avedon, who later became one of the world’s great photographers.
The advice was simple:
Bear these words in mind, and what you do will be creative.
What are you doing today to Astonish your current customers to turn them into your advocates and to your prospective customers so that they become your customers and your advocates?
Can a question make a big difference?
It does. Ponder on what E. E, Cummings, the famous American poet, essayist, author and playwright said:
Always the beautiful answer
Who asks a more beautiful question
The right question does make a big difference.
Warren Berger in his brilliant book, A More Beautiful Question quotes what the Isidor Isaac Rabi, who won the 1944 Nobel Prize for Physics for his discovery of Nuclear Magnetic Resonance that is used in MRI (Magnetic Resonance Imaging) mentioned about his schooling days. Here’s what the Polish-born American physicist and Nobel Laureate Isidor Isaac Rabi, said on asking good questions:
My mother made me a scientist without ever intending to.
Every other Jewish mother in Brooklyn would ask her child after school:“So? Did you learn anything today?”
But not my mother. “Izzy,” she would say, “Did you ask a good question today?”
That difference – asking good questions made me become a scientist.
Starting his advertising career in 1976, Adrian Holmes worked in a number of advertising agencies including Grey Advertising;, Saatchi & Saatchi, CDP (Collett Dickenson Pearce) and WCRS before becoming the Chief Creative Officer in Lowe. He later moved on to Young & Rubicam.
Adrian won awards at Cannes, D&AD, The One Show, Campaign Press Awards and the British Television Awards. In 1994, Adrian served as President of D&AD.
He wrote an essay giving ten very useful tips for copy writers in The Copybook: How some of the best advertising writers write their advertising. The Copybook presents the collective wisdom of some of the best creative minds who mastered the art and science of persuasive communication.
Adrian Holmes shares his wisdom in the form of ten tips to more effective copywriting.
1. Make the most of your deadline.
2. Before starting your copy, workout where it’ll end.
3. Keep the reader rewarded. Any copywriter has to strike a deal with the reader. And as far as the reader is concerned the deal is this: “I’ll keep reading as long as you keep me interested.” So always ask yourself: Have I expressed this in as original a way as possible? Have I been ruthlessly concise? Have I kept my side of the bargain?
4. Don’t over-egg the mix. Beware of loading your prose with too many jokes and verbal conceits. As a rule, the plainer you keep things, the greater effect of the occasional flourish.
5. Read Poetry. Why not? I think the best copywriting is a form of poetry. We fuss and fret about the way things sound as much as poets do. So study their techniques, see how they use language, rhythm, and imagery.
6. Read your copy out loud to yourself.
7. Don’t get too precious about your words.
8. Treat your copy as a visual object. For some reason, copy that looks good on the page has a knack of reading well, too.
9. Observe the Sonata structure, which has three phases: the exposition, the development, and the recapitulation.
10. The Good is the enemy of the Great. You have completed your 15th draft. You finally sit back and say to yourself: yup that’s good. Congratulations! Now tear it up and do it again. Only better. I told you this writing business was tough.
Follow these and you are sure to develop a winning persuasive communication strategy for your products, services and causes.
Richard Poster, one of the most acclaimed creative persons in advertising of our times created this freelance poster. He wrote that he created this originally for AMV (Abbott Mead Vickers) sometime in 1997) for the client NHS but it never ran.
Richard Wrote in The Copybook:How Some of the World’s Best Advertising Writers Write their Advertising that Later, in 2007 this poster appeared for The Roy Castle Lung Cancer Foundation ad by the CHI agency.
In 1980, Richard Foster joined the board of the fledgling Abbott Mead Vickers, where he spent the next twenty-five years helping AMV become one of Britain’s biggest and most creatively awarded agency.