Three books I’ve been picking through for other projects, from entertainment fields, reminded me of the way we’re writing copy today:

Music, the Brain, and Ecstasy, by Robert Jourdain

The Writer’s Journey, 2nd Edition, by Christopher Vogler

Shortcuts to Hit Songwriting, by Robin Frederick

The rules used to be that copy was NOT to be entertaining. And that seems to have changed.

But here’s one thing that has never changed, and never will:

How it was in the past

How it is now

Three things that brought us to where we are today

technology changes: ipad, netflix, amazon prime

changes in news and politics

social media: ad rules, plus the rise of content marketing

How things are different now

What to do differently

be more aware of everyday life -- what’s going on around you, how you feel, how others probably feel

use graphics to tell your story

learn about engagement techniques from film, fiction, music

What not to do, even today

don’t turn your marketing into a comedy show or a mini-dramatic movie

don’t take your eye off the ball. Remember, the primary job of your copy is to sell, or to inspire another specific action besides buying

don’t sacrifice believability for entertainment value


Download.