The Copywriter’s Bible by D&AD

well lately i’ve been thinking about my future career a lot. as a few people might know, i want to be a novelist but sometimes i don’t think i have what it takes. And like i said on twitter a long time ago, you can’t get a job as a novelist, you emerge as one like a butterfly from a cocoon. It’s one of those things that you work on secretly for many years and after numerous and numerous rejections you finally get to publish on a small house with a limited run of only 300 copies. That’s how the publishing industry works right?

anyways, i have a science degree and im seriously bad at science. peer pressure man, think for yourself, even on the stuff that doesn’t seem like it’d be that not obvious.

anyways, so i’m dabbling with the idea of becoming with a copywriter and by dabbling i mean i am being very serious about it.

there’s one particular school in the US that i want to go to………. i won’t say what it is here.

but probably for a while, you’ll see a lot of books about art & copy rather than the usual fiction + lit that I normally post about. I do have Lucky Jim by Kingsley Amis (a friend recommended this book and said something along the lines of, “i’m pretty sure it’s about you”) and Hemingway’s Boat, a book about Hemingway and his boat, Pilar

This particular copy book is very old, first published in 1995 and is apparently now valued at over $200 on amazon because it is no longer published.

32 industry experts (that sounded so contrived, industry experts, I need to work on my copy) wrote short introduction forwards to a series of advertisements that they worked on once upon a time. And they all gave the future copywriter, wannabe creative, ideas or suggestions on how to write good copy. Though, in expected creative-people fashion, nobody really wanted to pin it down to a set of rules.

but this is what i summarized, from the readings.

1. there are no particular set of rules to good copy
2. do a lot of research before you get down to any writing
3. drinking and napping may be involved before good copy could be written
4. depend on your art director and let your art director depend on you
5. don’t write for a demographic, write for a single person, it’s best if you can instill yourself in their shoes
6. do the unexpected, but not in the over the top gaudy way
7. less is fucking more
8. the image speaks a lot, work with the image
9. write for the intelligence audience, and in return, they’ll respond
10. have fun?

that’s what i came up with from the 32 copywriters.

like i said, this book is old, so the way that copy is displayed is not as used as often anymore. There’s a lot of copy, but nowadays, it’s more about the headline….. and less about the body of the copy. Which makes me feel slightly relieved…

I recommend this book to any aspiring writer, designer, creative, or any human really, you could learn a lot about how to work, not necessarily in copywriting or advertising, but possibly about life and humanity.

Posted: June 6th, 2012
Categories: BOOKS
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Comments: 1 Comment.
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