Archive for the ‘Advertising’ Category
Thursday, January 26th, 2012
WARNING: I am a convert when it comes to hiring a copywriter….and you know how zealous converts can be. I was so resistant for so long. I just didn’t think I needed one. I am a good writer. Not only is my degree in journalism, but I’ve been in the marketing and advertising industry myself for decades, so why would I hire someone to do what I can do and have done for others?
Boy oh boy, were my eyes opened. In full disclosure, I am a client of Lisa Rothstein’s. This Madison Avenue copy diva gone rogue for the betterment of entrepreneurs everywhere showed me the light. It was another one of those V-8 moments when I was like “Of course I shouldn’t be performing surgery on myself.” Coaches, copywriters, dentists, personal trainers — they see things that you can not because they are able to step back and see the whole picture.
In this interview with Rothstein:
- You will learn how copywriting for entrepreneurs is different than writing for the big brands on Madison Ave, as well as how they are similar.
- You’ll discover the strategies necessary in seamlessly connecting the dots between your sales pages and your other marketing channels.
- You’ll also hear how important it is to work with a copywriter in creating and maintaining your authentic voice on your websites, sales pages, solo mailers and much more.
A graduate of Brown University, Lisa Rothstein started her career as a copywriter at Young & Rubicam, and eventually became SVP/Associate Creative Director at Lintas NY and in Paris, where her clients included IBM, Hanes, Johnson & Johnson and Bacardi. Since 2004, she has worked with both corporate clients and creative entrepreneurs on refining and articulating their message.
Rothstein has graciously extended her “30-minutes on Madison Ave.” consultation to you. Head over here for your strategy session. Find out more about Lisa Rothstein at www.LisaRothstein.com
Have you worked with a copywriter yet? If so, what was your experience like? If not, do you think you will or want to? Let me know in the comments.
Thursday, April 14th, 2011
I had worked in marketing for almost a decade before I worked at a company with a vision and passion so compelling, so insightful, that it changed the way I saw marketing and communications forever. (more…)
Thursday, February 3rd, 2011
I dare you to not get choked up watching this ad:
This could have just as easily been a little girl twirling around and around in her living room trying to turn into Wonder Woman. What kid from Gen X on down hasn’t tried to use the force – not just pretend, but really be the superhero or villain with super powers?
In the very first Social Deviants post I wrote about Volkswagen’s Fun Theory project, back when we were on Blogger. How VW has always been able to tell me what the commercial is about without selling me anything has always impressed me. Car ads are brutal. It’s tough to do something different. You see a car taking rough terrain, carrying heavy loads, slow-motion sliding through deserts or secured roadways while a narrator or celeb tries to seduce you by regurgitating jargon. Boooooo. We’ve seen that…thousands of times.
However, take the new VW ad “Black Beetle” and you see a black beetle with white racing stripes taking curves around a centipede and taking jumps off of logs. While I don’t think it’s as good as “The Force,” it’s clever, different.
But back to “The Force.” This ad taps into something that started as pop culture, but is now iconic, and lets you know that the new Passat can work a little magic of its own. So the challenge to you is to find ways that you can not only tap pop culture, but get beneath it to find out why something becomes iconic. What’s the emotional connection it makes? What does it mean for your audience? Then you, too, can work a little magic. Light saber not included.