Tuesday, January 18, 2011

The Idea Writers


For any copywriter wondering what their role is in the changing advertising industry ‘The Idea Writers: Copywriting in a New Media and Marking Era’ by Teressa Iezzi is a must read. I’m sorry art directors but this book will make you wish you were a copywriter. Seriously.


I read it over the break and couldn’t help but get so excited about the career I’m pursuing and the potential copywriters have to come up with ideas that are living things expanding beyond the printed page.


Iezzi says, “You don’t have to think of what you’re doing as strictly writing ads. Live in the real world. Make real things that real human beings care about and want to interact with.”


I think sometimes it’s so easy to get stuck in a rut and you forget that what you’re setting about to create can be something people will enjoy and seek out.


“The fact of the matter is that nobody reads ads. People read what interests them, and sometimes it’s an ad,” says Gossage quoted in ‘The Idea Writers’.


So in the spirit of the New Year, here’s to great ideas that will add flavor and color to life.


Because as Iezzi says, “Whatever medium you end up writing for, you are creating something that takes a brand truth and makes a reader or viewer or passerby care about it, makes it mean something in the impossibly complicated scheme of her life”

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