|
|
Alex has won his share of creative and copywriting awards—for everything from print ads to billboards. Among these are national awards like the Andy, Belding, One Show, and Communication Arts. Yet clients often ask, what's so important about creative? Can't we simply say what we're selling, drop in a logo and wait for the phone to ring? Trouble is, unless you're selling a tree that grows money or the fountain of youth—something totally unique and hugely in demand—you've got to break the boredom barrier to create uniqueness and demand. Advertisers who spend millions in TV and print know there's really no significant difference among beers, perfumes, bottled water, etc., so they create a unique identity in the way they present their products. Madison Avenue ad pioneer Bill Burnbach put it this way: "The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly." Click on the ak creativeworks samples below. See how creative copy communicates the attributes of a product or service in a memorable way:
|
|
|||||||||
