Elements of Advertising - Volume 2

As producers of corporate communications, it would be easy to think a good concept will solve all your problems, but execution matters as well. Central to high quality implementation is the art of copywriting. 

Good copywriting is worth its weight in gold. Not only do good copywriters find better words for communicating your unique selling proposition, they are also able to make your message more concise. The prospect of conveying your brand story in fewer words should be thrilling to a business operator because it means more people will have the patience to fully absorb the benefits of choosing you.

The next time you’re driving on the highway, observe the billboards scattered along your route. Some will have bright colors or bold fonts. Others will have attractive photography. But few will be concise enough to fully take in. The industry standard for a good billboard is 6-7 words, but that doesn’t stop many brands from spilling their guts and waxing eloquently on a sign that people read while driving by at 80 mph.

If you know a good copywriter take a moment and send them a note of thanks for making our world more interesting, less confusing and more concise.