COPYWRITERS
ARE
SCREENWRITERS
ARE
storytellers
They understand that the goal is
not to make an ad, but it’s to make something worthwhile that earns audience attention and conveys a brand truth.
They understand that the hero is not the brand but it is the customer and the brand is there to serve and help the customer achieve their dreams .
We think in stories. For copywriters, storytelling in whatever
format or media is key to creating a meaningful brand identity and even more important to create a meaningful and emotional customer experience.
HOW TO NOT WRITE
ADVERTISING
So if we’ve got this right, copywriters today are storytellers, conversation keepers, curators and inventors. They are idea generators, executors and technology savants.
There is no point making advertising that is better than other advertising; that is not your competitor for people’s time. You are up against all of the things they want to watch and read, the content they are seeking out.
We are under no illusion that we can suddenly make popular content that is as good as Game of Thrones, House of Cards or Breaking Bad or write long copy that's as good as Stephen King’s latest book, but if that is the goal, then your work has a much better chance of making an impact with your audience.
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Storytellers who have a hand in creating bigger, ongoing, integrated ideas are increasingly responsible for creating a story structure or narrative underpinning for the work that the public sees, the back story that allows brand values and ideas to be played out in different media and to grow in different directions.
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