Dave Trott says advertising is getting lazy. Copywriters aren’t getting the freedom and the time to investigate products and services to find the gem of a truth, the golden nugget that brings everything into a bright new place.
Trott’s pearl of wisdom is well known in advertising circles, based on the view that a copywriter should ‘show, don’t tell’.
“Proof always works better than a claim”
Once you’ve got that truth in the bag, the rest falls into place (with a little bit of expertise and copywriting brilliance, of course. Oh, and great Art Direction. And ideally, with solid and inspiring Creative Direction…although not all of us have this luxury.)
I was once sent to the Rolls Royce factory in Goodwood to see if our marketing agency could ascertain the stand out values and place them firmly into a below-the-line promotional campaign.
It was an incredible opportunity; everyone was left goggling at the incredible attention to detail the firm puts into every car.
We saw a specialist team hunched over laser cutters, working on specially reared cow hides to cover the interiors in flawless, soft furnishings. The highly specialist team of workers were effectively artisans with unique skills.
In fact, the leather in a Rolls-Royce takes 17 days to hand-craft and comprises 9 bull hides; only 1 in 100 hides is chosen for quality. It was one of the take home blow-your-mind facts of the day.
Naturally, we whizzed back to London full of inspiration and excitement about the brief ahead. The final idea that went ahead was award-winning and it led with the truth that we’d all gleaned by visiting, touching and appreciating the car in person.
Dave Trott is right, investigating a brand from the inside out is by far the best place to start when approaching marketing.
Put copywriters and art directors firmly in the driving seat and you’ll soon see a difference to your bottom line.
Briefs might speed the work up (good for the agency’s profit margins) but they’re not always the best place to start. A collaborative effect between planners and creatives can really help to reveal the truths that might otherwise be overlooked.
If you’re a brand and you don’t have this luxury, you could consider engaging a senior freelance marketing expert to work directly with you. Someone who will come to your business with fresh eyes and ears.
Freedom is everything
It’s also why freelance copywriters can bring a new lease of life to your marketing conundrums.
We aren’t bogged down by years of office politics or hierarchical issues – we bring fresh eyes to the project and can work wonders where agencies can be, although not always, more cumbersome in their approach.
Not sure? I’ll prove it. Give me a call today.