Copywriting’s Biggest

Changes2000-2010

DD KullmanFebruary 16, 2010

#1Less Verbal – More Visual

Ad circa 1988 Ad circa 2009

#2Nobody Can Write Anymore

#3Where Have All the Mentors Gone?

(You Must Be Self-Taught)

#4Concept is King (Especially if Visual)

#5Must Be a Master of all Mediums

Print

Broadcast (Radio / TV)

Outdoor

Direct Response

Collateral

Video

Interactive

Social Media

Public Relations

#6Print isn’t Dead…But it is in a Coma

#7Social Media is Hot, Hot, Hot!

#8Online Videos – Capturing the Market

#9“…But I wrote an Essay in High School…”

Because they wrote essays in high school, clients think they can write as well as any copywriter they hire.

This means they don’t understand the power of sentence fragments. Or beginning sentences with conjunctions. Or that it ain’t a problem to use slang.

State your case once and if you still don’t persuade clients it’s okay to be ungrammatical…bill them for their revisions

#10Copywriters Have to do their HomeworkNobody’s going to get you the information you need to do the job right. You have to fight for your right to research – and it might require interviews, travel, even some photography!

So What Does the Future Hold?

Social media makes my head explode (but I gotta keep up)

Web content and video scripting will become more valued

Category specialists will survive (according to HOW Marketing Mentor, Ilise Benun)

“Because I Said So” is so over (brand values must believably exist in the mind of the consumer. There must be substance.)

More packaging of services into monthly retainers (PR, social media, web stuff)

Thanks Very Much!Any Questions?