AdAge gets a copywriter to write about copywriting!
By Becky Lang
There’s not much good writing out there about copywriting, so I was excited to see AdAge featuring a post by Teresa Iezzi, who wrote a whole book about the subject. I thought maybe I would have a new blog to dork out with, an authority that would understand the challenges of adding spunk to nav buttons and figuring out how to tactfully approach a writing assignment that requires you to say the world “balls” several times. But this isn’t it – it’s not even a new blog. Instead, it’s an excerpt from her book, which argues that we should reposition the role of the copywriter as a larger “creative.” (Hey, that sounds kind of familiar). She has some real insight, like this:
[A copywriter is] up against all of the things [consumers] want to watch and read, the content they are seeking out. We are under no illusion that we can suddenly make popular content that is as good as ’24′ or ‘Lost’ or write long copy that is as good as Malcolm Gladwell’s latest book, but if that is the goal, then your work has a much better chance of making an impact with your audience.”
But sometimes I want less theory, more specifics. More how, less why. Inspired nonetheless by Ms. Iezzi, I will try to write my own posts about copywriting. Considering I’ve only done this for about 4 months, how it goes has yet to be determined.