What are the peculiarities of advertising writing?
Not everyone knows that advertising creators go in pairs. One is in charge of the visual part (creative / art director) and the other part of the written part (copy).
They are two professions that need to be well understood to produce an advertisement / campaign.
In fact, many of these professionals change agencies jointly.
When you find a copy that reads your mind, it is true love!
From the copys with whom I have worked, I have learned three things that have helped me a lot in my role as editor.
The first is that the text must connect with the collective imagination.
What is that?
The children of the 80s (I am one of them), we grew up among bollycaos, bicycles, recreational and games in the street. The mere mention of a Nancy or a Madelman evokes in us a whole world of shared feelings, memories and feelings.
All the children of the 80s, however far apart we are from each other, share that pre-LOGSE universe: teachers who were like gods, mothers with lapidary phrases and mortadella sandwiches.
If you want a text to work, you have to know how to reach that collective imaginary. What is it? That’s up to each editor to discover…
The second thing I have learned from these professionals is that words are the most powerful weapon there is.
Although we live in the age of the image, we still communicate in a spoken and written way. Elections are won, paradigms are changed and new ideas are created with words.
That’s why the advertising writing is so powerful. He is able to summarize in two or three words concepts from thousands of hours of strategy, brainstorming, photo sessions, castings, planning and huge budgets.
Finally, I have learned from them that daily life is the best scenario.
Cinema, which is a religion that I admire and practice daily, is not able to capture real life with such precision and certainty. At the cinema we will see stories that inspire, that move, but not the day to day that knows how to portray advertising.
How to apply this lesson to the writing?
taking the texts down to the earth.
Searching around us for anecdotes and details that serve as a lever so that readers can connect with us and transmit what we want.
Let’s not forget that the advertising writing has as its ultimate purpose to sell. Instruct, educate, entertain, entertain, but above all, sell.