Storytellers Needed

“Most copywriters are uninspired hacks with only a small bag of smartass tricks separating themselves and oblivion. Very few of them bring any seriously original thinking to their client�s problems. And very few clients ask copywriters for serious thinking as a result. They ask other people instead.” -Hugh Macleod of Gaping Void
Hugh’s words are often provoking. A sure sign of a good writer. Brand managers ought to ask a guy like this what they might do to improve their marketing efforts, because a writer is exactly the person able to tell the brand’s story.
Advertising has been a visual medium, ever since Bernbach’s “Think Small,” the hallmark campaign of the Creative Revolution. But now, with the rise of blogs, writers will be needed to engage customers in one-on-one conversations. Traditional advertising is impersonal. It’s a brand speaking to everyone. What leading brands need to do, and in some cases are about to do (in this writer’s opinion) is employ individual voices—�customers, associates, agency staff, freelance writers and consultants�—to carry on a daily conversation with their customers.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.