The Idea Writers: Copywriting in a New Media and Marketing Era by Teressa Lezzi
As well as a ton of useful advice on generating ideas, good writing and digital stuff – the writer has obviously done some excellent research as it references a range of campaigns, many of which I’ve never heard of. Like?
(go on make it do something, I know you want to).
Favourite quotes from the book on ideas and marketing
(headings = me, all quotes are the authors)
1. On the consumer control era
“Digital Era adequately describes the basic media shift that’s taken place, calling it the Consumer Control Era probably gets closer to the rub…”
2. Nobody reads ads
“The fact of the matter is that nobody reads ads. People read what interests them, and sometimes it’s an ad.”
3. Think about your audience like this
“…the person is like you and wants something that’s going to make her laugh, help her life, make a great story to pass on, make her think, make her feel.”
4. What your company should be doing
“We believe that every brand must think and act like a media company”
5. Big ideas
“Continue to seek the big idea. But remember that a big idea doesn’t have to mean a big campaign. Ideas can and often should be iterative, evolving, interactive and nimble.”