Before you stick your hands up or roll up your sleeves in preparation for a lengthy diatribe on the justice system, keep in mind that I try to stick to themes of copywriting and creative writing. Today I want to make a case for contrarian copy. Let me give you a second to roll your eyes. This should be a no-brainer. I know, I know. But I've noticed a concerning pattern in the messaging clients want and, in turn, what accounts expects from their copywriters. Utterances like, "Say something positive" or "Can we make it sound positive?", "The headline is too provocative" or, my favorite, "People might ask questions" frequent the conference room (or Zoom/Hangouts/Facetime/Skype call) all too often. We could scream hollow positives of no substance until we're as blue in the face as a suffocating Smurf, but there's no way our audience will actually believe it. What's the point in running an ad if it's not to get someone...
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Don't be nice. Be honest.