Tag: copy

Headlines 101: Homework

Headlines 101: Homework
For our second iteration of Headlines 101, we chose a German ad for the Volkswagen Beetle Cabriolet Karmann. This was actually used as a copy test for our incoming junior writers, so I thought I’d give it a shot myself. Check out the original ad here. You can see my attempts at different headlines below the fold.
Original:
VW Original
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Headlines 101 – The First Class

Headlines 101
In between briefs, brainstorming, and development, it helps to keep your wits sharpened for whenever you have to crank out the lines. That’s why we’ve decided to start Headlines 101, a regular exercise where we take ads from out in the wild and switch up the copy. Whether the result is better or worse, we hope that something fun comes out of the experiment!

Emirates Original
This week, we’ve taken this recruitment ad for Emirates from marketing agency DV8 and had a go at some alternate lines. The results are below, and you click on any of them for a larger version.
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Longhand 3.0 – Awards for Words

Longhand 3.0
Longhand is an advertising awards show based in India that firmly stands against the belief that “long copy is dead.” In its 3rd year, the contest features several briefs and judges from both the UK and India. As you might guess, the judging of the contest is based on the craft of the written word rather than stunning visuals.

This year’s clients are National Geographic, Concern India, and Zee Media Corporation Limited. Winning work gets paid and has the chance to run in the client’s campaign. At the very least, submitting is a chance to use an oft forgotten but incredibly important tool in the writer’s arsenal.

If you need inspiration, here’s what made the cut in 2013.
Submissions are due May 31st.

Check out their promotional posters below. You can click each image for a larger version.
Poster 1
Poster 2

Long Copy – An Uphill Battle

Long Copy - Main
Writing copy that intrigues your reader and ultimately drives them to action is difficult. When you’re pushing for a sell using your words as a weapon, it’s tough to get people to soldier through paragraph after paragraph. The trick is to get your viewers to start reading at all, and that’s why it’s important to make sure that your long copy is interesting and arresting from the get-go. When you sit down to write, you want to immediately intrigue, probe or surprise. Hopefully your headline has taken care of that part. After that point, it’s time to break out the big guns in the smaller font.
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Copywriting Resources in Print

Copywriting Resources
Here are some resources we’ve compiled for copywriters. These are helpful for both experienced copywriters or those looking to get familiar with advertising writing. We hope you find these as helpful as we do.
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Art & Copy: Inside Advertising’s Creative Revolution – A Review


Over the weekend, a family member recommended that I watch at Art & Copy, the 2009 film by Doug Pray. Pray’s film is a documentary look inside the world of advertising agencies, the creative minds who have shaped them, and the world of commerce they have defined over the last fifty years.
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