The world sticks to the paved roads. The roads are paths paved by industry. The paths are trails widened by the marketplace. The trails are hacked by the Weird, who leave the paved road for the sake of curiosity and wonderment. Where the Weird go, the world follows.
“Assert your right to make a few mistakes. If people can’t accept your imperfections, that’s their fault.”- Dr. David M. Burns
Happened across this great quote the other day. I’ve got a friend who is sort of stuck in limbo, careerwise. Well, his career is going well (finally), but it’s not what he wants to […]
Seth Godin raises an interesting point here.
Billboards are a tough creature for the copywriter. The rule of thumb is, you have about seven words in which to get your message across…which doesn’t leave whole lot of room for persuasion. Which is why billboards typically fall into two categories: The urgent sell (Seth’s “Next Exit” ads) […]
I’ve talked a good bit about the general nature of concepting. Now, let’s discuss some particular tools I like to use.
GOOGLEAll concepting is deeply rooted in solid research. Much of this will come from the client, or from industry publications. But the copywriter should strive to reach beyond what the client provides.
Google can help […]
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