Thought brilliant advertising ideas and great ad copy were dead?

Think again.

The internet has revolutionised advertising and marketing. And brought fresh, original thinking which is challenging all the old conventions.

But it does seem to have had a negative impact on creativity and creative standards in advertising in newspapers, magazines and on outdoor posters.

Many youngsters entering the industry have grown up living with online channels. They’re comfortable with blogs, viral videos and social media platforms, and are highly skilled at generating Likes, Shares, Follows and Retweets.  

Engagement is the name of the game and selling is almost a dirty word.

This has meant that many of the older crafts like advertising copywriting, art direction, typography and commissioned photography are no longer needed. And marketing is no longer all about the Big Idea.

But creative advertising campaigns with great ideas will always be needed.  

Because it’s not traditional or digital.

It’s about using both of them in an integrated multi-channel campaign. These are far more effective than traditional or digital on its own.

Smart ideas and brilliant advertising copywriting are still alive

Cracking ad concepts and persuasive ad copy certainly aren’t dead.

There are a handful of copywriters who spent many years before the internet came along working on above-the-line and below-the-line ad campaigns.

(For younger readers, that’s TV, radio, press, print and outdoor posters above-the-line and direct mail campaigns, sales promotion, trade shows, catalogues and POS below-the-line.)

They know exactly how to come up with clever ideas for your business, your products or services that will make you properly stand out in your marketplace.

When a copywriter comes up with a great idea, the headline almost writes itself. But they still take time to craft it, making sure it stops people in their tracks.

When you have a strong headline, the body copy flows on naturally. But this needs to be crafted too. That’s because advertising copy is completely different to online content.

It’s short and punchy. Not long and packed with keywords.

It has style, rhythm, flow, pace and charm, and cleverly persuades the reader to think about your products or services.  

It’s more like poetry, where content is more like prose.

Need great ideas for an ad campaign or persuasive advertising copywriting? Speak to the Word Dept today. Call 07966 196706 now, email jamie@worddept.com or use our easy Contact Form.