Lloyd Lemons: Commercial Writing and Content Strategy

Never walk the plank, never

Okay! This is what I've been saying. (on Twitter)
Seth speaks the truth...  don't give up now. And don't procrastinate. Start that new business, or launch that new marketing campaign! Today! The time will never be more right.

David Ogilvy spoke about copywriting often

What David Ogilvy said about copywriting many years ago still applies today. Here's just one golden nugget.

"Copywriters who believe they can tease readers into an advertisement are throwing money away. Blind headlines that require reading of the copy to decipher them don't work. Some copywriters write tricky headlines. This is a sin.  Go straight to the point.  Be specific and factual."

My two-cents: Copywriting should be...

• clear not confusing.
• authentic not unreliable.
• cogent not wishy-washy.
• direct not meandering.
• simple not complex.
• succinct not verbose.
• organized not inefficient.
• engaging not boring.
• targeted not aimless.

Easy reading, captivating language, plus the information to make confident decisions, is damned hard writing. Who's writing your marketing materials? There are many excellent copywriters in the marketing industry, and they're all better than your cousin with the English degree.