Howard Gossage was revered for his copywriting skills
Most people don’t know the difference between copywriting and editorial copy. I write the latter, which is generally understood by plebians as long-form “magazine articles.” The former is short-form and widely used in advertising and marketing to persuade someone to buy a product or influence their beliefs.
In any case, I usually don’t copywrite in a technical sense. I sometimes get asked to but usually decline. Unless, of course, Nike asks me to, which they did last year. Here is that story. Continue reading…
I’ve grown up with Nike. I’ve watched them stir emotion with their commercials for decades.
The above ad — broadcast during the summer Olympics — is the latest in a long line of powerful advertising. It transcends mere sales and results in the thought of: “I like the company that made this commercial.” Of course, that ultimately leads to increased sales.
Doubly so coming from the global goliath of sports apparel that has acutely managed to stay cool for all these years, largely due to great copywriting.
“The truth isn’t the truth until people believe you, and they can’t believe you if they don’t know what you’re saying, and they can’t know what you’re saying if they don’t listen to you, and they won’t listen to you if you’re not interesting, and you won’t be interesting unless you say things imaginatively, originally, freshly.”—William Bernbach, famed American copywriter
In sum, to be interesting you have to say things in ways other people don’t—but can still relate to. To be heard, you have to say interesting things as often and in as many places as possible. To be understood, you have to communicate clearly. And to tell the truth, you have to tell the truth, which can be found in everything. For example, Satan is undeniably “the most evil man in the world,” so if you are ever hired by the devil to sell more immorality, brand him as such in a creatively loud way and you’re gold.