Getting Back To Basics With Great Writing

Every now and then (or more like all the time), I need to remind myself that there’s an art form to great writing and concepting. In the day-to-day, get-it-out-now world of advertising, we need to keep the basics in mind.
Over at I Have An Idea, there’s a wonderful article by Suzanne Pope, GCD of John Street in Toronto. Using dozens upon dozens of examples, she points out how great headlines and great concepts drive advertising.
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She breaks it down into thematics: Hyperbole, Paradox, Personification, etc. But don’t take my word for it. Check it out. It’s a must read, and a great reference.

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About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for TalentZoo.com. Dan published the best of his TalentZoo.com columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.

  • http://adpulp.com David Burn

    I want to know more about John Street but I refuse to visit a site that forcibly increases my browser size.

  • Stu Sutcliffe

    Sorry to disagree. Great writing in my opinion rarely includes hyperbole but a well crafted take on the truth instead.
    Horrifying vegetarians for over 25 years )Smith & Wollensky Steak Houses) meets that criteria. Somebody choosing to die rather than expel a piece of meat does not.