Can someone who has spent little to no time working in advertising really cover it?
Or is it even better that way?
In the conclusion of my recent "exit interview" with legendary New York Times ad industry columnist Stuart Elliott, we discuss what it was like to cover such a idiosyncratic industry without much first-hand experience in the business.
How did being one step removed hinder - or help?
As Elliott says goodbye to the Times, we'll get his views on that topic.
And we'll try one last time to get his predictions for what's next in the world of advertising. His response is worth noting even for those of us who do work in this crazy, wonderful industry.
CLICK HERE TO LISTEN TO: FAREWELL Q&A WITH STUART ELLIOTT: WHAT I SAW AT THE REVOLUTION (CONCLUSION): UNCERTAINTY CERTAIN
Listen to Part One here: What I Saw at the Revolution
Listen to Part Two here: The Rise & Risks of Content Marketing
Listen to Part Three here: Change is (On) the Air
Direct or measurable marketing is copy-driven. Way too many marketers change up a package or banner ad or landing page/website design first. Instead, they would be better served to tweak their copy. It will provide a bigger bang for the dollars spent, as these changes more often than not lead to sustainable ROI growth.
From my experience, here is a 10 item check list of questions to consider when you do your next copy rewrite:
1.) Is Simpler better? Your copy should have 80% or more words that are five letters long or less. Smaller words make you, the marketer, appear smarter. If you have a complex product or service, you will be better served by simplifying your marketing prose.
2.) What grade-level should you write to? A 6th grade level seems to be the level from most campaigns I have done. This will force you to make your material easier to understand, but not so basic you offend people.
3.) How long should your sentences be? 15-20 words on average is optimal. However, I prefer to start with a quick 10 word or less sentence, focusing on a single benefit, whenever possible. One that captures the reader and makes them want to... Read more