One of the tough lessons I’m learning in copywriting is, “Be positive.” You’ve got very little time and space to position and sell your thing, and you want to spend it talking about what the thing is and what it will do for the audience. Talking about what the thing isn’t or what it won't do either means you have plenty of space (like those super-wordy one-page magazine ads), or you’ve got a spit-take-inducing idea/execution that will move product.
However, I spend a lot of time thinking negatively. Some of that is foible (to be kind to myself), but some of it is studied. Because negativity is subversive. And subversive can be funny. And I like making funny.
So the tough corollary to the tough lesson is, “Be clever and funny, positively.” It’s doable, and it’s worth doing. But it’s hard.
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