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.
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.

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 Dan published the best of his 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.


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

  2. Stu Sutcliffe says:

    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.