My recent article about “How to Find and Hire a Professional Writer” is directed at copywriting and commercial writing, where the goals are to increase traffic, leads, prospects, brand perception, and sales. The goal isn’t art.
Although we use similar techniques that artist’s use, the content that copywriters create must focus on driving results. It may in fact be quite artful, but it may not. A couple of examples:
One of my productions, “Everyday Heroes and Leaders” brings tears to the eyes of the audience quite often – especially the police, fire, and military crowd. It has an “art” feel to it.
I believe the best commercial messaging in all media types has an emotional appeal as the primary tool of persuasion. Logic kicks in after the emotion driven decision is made, usually to justify the emotional decision… a truism about almost all commerce.
But the goal was not art. The goal was to use the devices that artists use to change the perception of the Motorola brand in the business and government sector from a two-way radio technology company to a full-service communications company – that helps people work together.
You can see the spot on my portfolio here:
The campaign was so successful that the Business and Government Division was the only profitable Motorola division during the tech wreck before and during 9/11.
An example of less artful content is what is usually offered in direct response/direct mail sales letters. The wording still entices the emotions, but maybe not using techniques that appear to be art.
Again, the goal of the language is to drive results. The language might be artfully used; but, it doesn’t appear that way when you read it. You know they are trying to sell you something. It’s obvious.
I’ve learned to use fictional techniques, 3-act plays, etc. in non-fiction, news, and marketing. But I wouldn’t call what I do art. I’m informing and selling stuff.
Mark Twain, Michael Shaara, and Somerset Maugham – that’s art.
My world is about the goals. The math is more important than the feelings and entertainment. Clients pay me to bring them more traffic, leads, prospects, better brand perception, and sales. If I create something that looks and feels like art or entertainment, and doesn’t do what they pay me for, they won’t be clients for long.
I hope that makes what I meant more clear. What do you think?
Filed under: Advertising, Branding, Content Development, Content Marketing, Marketing Measurement, Print, Public & Media Relations, Reputation Management, Video & YouTube, Writing, advertising art, art, brand perception, leads, marketing, marketing results, producing, prospects, sales, Traffic