Friday, September 26, 2008

Wanted: Writers Who Write Well

I'm in New York this week, the Mecca of the ad biz, and, coincidentally over the past few weeks I've come across a number of Creative Directors (San Francisco and Bend, OR - AAF Western Region Meeting - as well as NY) who've all expressed the same opinion: many young copywriters have no clue as to what their job comprises and how to do it professionally.

Part of the problem is that so many of you don't read much (we found that out on last Tuesday evening) and, I'm convinced, reading helps you to be a better writer.

Let me suggest that reading advertising is easy. It's everywhere. Can you concept better headlines than the ones you see every day? I hope so. Most are lame and many ads go without a damn headline - confusing or under-delivering your message to your target audience.

If you're interested in a job in advertising writing ads, here's a link to a website that tests writers about headlines. Including how to create ad effectiveness via a great freaking headline.

Scroll down the page if you dare. Survivors may have talent AND the skills to do the job.

Ad writers, read it and learn.
Non-writers, ditto.

Not a bad headline, if I say so myself. Find an ad with a sloppy headline, write a better one and send them to me along with the name of the product, via Comment below!

I'll post the best one or two here so you might bask in the adulation of your peers.