The Idea Writers: Copywriting In A New Media And Marketing Era
by Teressa Iezzi
In the second chapter of her book, The Idea Writers, Teressa Iezzi briefly reminds the reader what advertising legends such as David Ogilvy, Bill Bernbach and Rosser Reeves said were good approaches to creating successful advertising.
Iezzi isn’t biased towards any of the approaches; instead, she makes a point that all of them were right, in a way, and that their key concepts remain true today—even though may need to be applied somewhat differently to succeed in the Digital Age.
The media landscape is oversaturated, and even if the ads we make were perfect, almost nobody might have been able to really notice them.
“The fact of the matter is that nobody reads ads. People read what interests them, and sometimes it’s an ad.”
Moreover, the consumer control era is upon us, meaning that consumers aren’t just consumers anymore. They are producers, critics, creatives. Brand storytellers either adapt this new reality or will be replaced by those who already understand where is the world going.
“Creativity, not efficiency, will be the engine of economic growth.”
– Daniel Pink: A Whole New Mind
“Live in the real world. Make real things that real human beings care about and want to interact with.” – Rob Reilly, CP+B, @RobReillyCPB
“If this book has a philosophical point of view, it’s that you the copywriter are responsible for putting things into the world, and those things should be useful, entertaining or beautiful, or all of those things. They should make people feel better, not worse, about themselves, the brand involved and living in the world in general.“