Copywriter’s Constipation

Sometimes it’s hard – even after being a copywriter for 14 years – I don’t have it easy all the time.

Often, when I’m tasked to write something, I can immediately get cracking. Words swiftly turn into sentences, which leads to paragraphs. Some jobs take minutes, other hours and the rest days, but the word-flow is constant and premeditated.

I know exactly where I’m heading, and I’m usually pretty confident that the client will appreciate my take on their product or service.

There are times however; I’m left staring at a blinking cursor. Minutes turn into hours before I write even a single line of copy, which I re-hash over and over again until I realise that I’ve actually been watching TED talks the whole day.

I curse myself for being an idiot. The client has trusted me and I can’t even string a couple of decent sentences together. Idiot!

Writer
... or watch TED talks

These are the days when self doubt creeps up stealthily and I conclude that I’m not really a good copywriter after all. Then I shut down for the day and grab a… errr… cool, refreshing beverage, pondering whether I should have become a word-challenged pilot instead.

Another day dawns and the struggle continues, despite the looming deadline.

Then I stop working on the copy and start looking at the product or service I am writing for, just to see if there’s any inspiration hidden within the brief, e-mail conversations or materials.

Nothing. Zero. Zilch.

Finally it hits me. Maybe it isn’t me; maybe it’s the product or service that’s flawed in some way that my internal sensors aren’t being activated.

A weak product or service is the antidote to inspiration. Even the world’s best copywriter can’t turn a Proton into a Toyota in the eyes of the consumer.

If I can’t write a reasonably good piece of communication that promises some decent benefits to the consumer, perhaps the product or service needs fixing.

But of course, I can’t tell that to the client. Can I?

Nitty Gritty

I never studied copywriting. I mean I have learned the craft on-the-job, but have never sat in a classroom studying to be a copywriter.

In fact, I only decided to venture into copywriting towards the end of my college years. Yes, I actually stumbled into this line of work.

Now, there are few colleges churning out copywriting diploma-totting graduates raring to hit the ground running with stacks of very creative portfolio pieces.

copybook
This could seriously be a hit e-book!

Certainly, the bar has been raised, because I got into the industry knowing nuts about advertising or how to craft a clever headline. Heck, I wasn’t even worthy of a computer on my first copywriting job. I had to handwrite everything onto loose A4 sheets, while constantly referring to my dictionary.

That was a long, long time ago.

But that was the case with most people in advertising back then. We loved to draw, write, or think, and figured we wanted to get paid for it. Not many of us got into agencies willingly, and not many survived for too long either.

Copywriting graduates now though know exactly what they are getting into. At least I hope they do, because the first few years can be rather challenging, to put it very mildly.

But here’s the thing, according to Sanam Petri, an Associate CD at R/GA London:

“because today’s advertising world is largely driven by accolades and awards, many communication schools are churning out kids who think like creative directors, not kids who just love to write. Students are coming into the agency with their sights trained on one thing: being the one to come up with the one game-changing idea that puts them on the map. But what are the implications of hiring an entire generation of thinkers who can’t do?”

While we should not generalize that all copywriting graduates are useless douches, I totally agree that most of them do not want to get into the nitty gritty of the industry. It’s all about big ideas and creative execution instead of learning the ropes and honing the craft.

No wonder good, dedicated writers are hard to come by these days. Blame the colleges.

2012, Check!

Luckily the world didn’t come to an end. For me, that would have been a shame.

Simply because 2012 was my first full year as a self-employed freelance copywriter. So it would have been a real arse-luck going out so soon after tasting sweet liberation.

I started the year full of uncertainties; work was far and few in between and I still hadn’t got used to the absence of a monthly paycheck. But I guess perseverance and patience have their rewards.

Cheers to 2013
Here's to an awesome 2013... cheers!

I quickly found myself making new alliances and managed to fill up my otherwise mundane schedule. My freelancing gig also took me to South Korea for a month, as part of the Malaysian team for the World Expo 2012.

And the year is ending rather nicely, with enough work to take me over to the New Year. So was it a good year? Absolutely. Am I hoping for a better upcoming year? Most definitely!

Before I start sounding like I’m making an awards acceptance speech. Allow me to turn your attention to the real reason for this post.

We all need that little spark, that little moment of inspiration before we decide to take on a new venture. My bits of spark came from two videos that I watched online in 2011, and I would like to share them with you.

The first is from possibly the most celebrated tech genius of our generation, the late Steve Jobs. If you are thinking of doing something you never thought you’d ever do, this vid is for you:

The next video from Daniel Pink is a must watch, especially if you are in a creative industry and constantly have the  feeling of not wanting to wake up in the morning and get to work:

I felt the urge to share these videos because I believe you – or anyone for that matter – can break free from the norm. You just need to believe in one thing; yourself.

Have a great new year guys… all the best!

Catchy, Punchy, Juicy…

And then there is Sexy, Flowery and Lightly.

No, I don’t write in any of the above ways. Not anymore at least. But I do write Clearly, Personally and Concisely.

Look, I don’t write literature, poems or novels. I am a copywriter, who is tasked to communicate a message in the simplest form possible, in the least words possible and in the most appealing manner possible.

And that’s the way it should be.

Catchy Tee
You can actually purchase this Tee, it's brilliant!

Okay, maybe I’m generalizing here a little. There are instances when catchy or punchy copy may be required to get the point across. Let’s say your product is a sugary snack, targeted to 6 to 12-year olds; being catchy is probably a good idea.

The problem starts when ‘catchy’ becomes a prerequisite for copywriting in everything, with total disregard for the product, target market and context of the communication.

For instance, an energy company can choose to be catchy for a festive greeting ad. But if the latest Petronas Deepavali TV commercial is anything to by, it doesn’t always end well.

Or what if a non-profit organization wants to send out a clever, witty birthday greeting to all its donors? Well, go right ahead I suppose. But if you want to be clever and expect people to open up their wallets, then maybe a re-think is in order.

So I stay safe by being Clear, Personal and Concise – and ensuring there’s a strong call-to-action – to meet my client’s communication objectives.

My style may not work for everything under the sun, but I think its close.

What Do I Do

This month marks my 14th year as a copywriter. And I still get asked this question – “what do you actually do?”.

My answer usually goes something like this:

“Well I write stuff, marketing stuff. Like print ads, websites, brochures, proposals, scripts and so on”.

There's more to copywriting, in case you're wondering...
There's more to copywriting, in case you're wondering...

Yes, that is what I do, well, almost. Over the last few years, I’ve realised something. The stuff I write is only the end result of a process that is intricate and complicated.

The act of writing is only a means to an end. The written word is my deliverable, yet the insights, analysis, research, ideas, concepts, creative inputs and opinions are my products.

To put it simply; a lot have to go on – in my head and in my actions – before I write the first line of copy. My job cannot be quantified by time, or even by how much I write. There are many combinations of variables that influence that final piece of copy I deliver.

For the most part, the pre-copy-work comes naturally to me. Due to the fact that I’ve been doing this for yonks, and because I have a good understanding of copywriting fundamentals.

But to a client, all of the above are irrelevant, as long as I help them. Help them do what, you ask?

That would be to compel action, generate leads and ultimately help them make more money.

And that, is exactly what I do.

Un-Creative Malaysia

Many of us in the Malaysian advertising industry always lament about the lack of creative license afforded to us by clients – including me, occasionally.

Compared to our regional counterparts in Thailand, Indonesia, India and even our ‘friends’ separated by just a waterway in Singapore; we Malaysians addies aren’t that creative to be honest.

CreativeSkull

I am not trying to blame anyone here. Whether clients give us the creative freedom or not should not be used as an excuse. It is how creatively we work within the constraints that matter.

But let’s look at it this way. Creativity is subjective; and is not the kind of waters you want to thread, especially when millions in media budget is at stake.

And the biggest question is this – even if audiences get an idea that is creative, do they remember the product?

I have friends who sometimes comment on ads they’ve seen. They will rave about how creative it was, and when asked about the product that the ad was supposed to sell, go totally blank.

So it is quite understandable when Malaysian clients take a more direct route in communicating to their target market. If a mind-blowing creative campaign doesn’t ring in the sales or even improve brand awareness; then what’s the point?

As a copywriter, I always believed creativity in advertising is a balancing act. A campaign must be equally memorable and be able to compel action at the same time.

Finding that equilibrium is where the magic of advertising happens.

Funny Business

Advertising and humour often go hand-in-hand. But do funny ads actually work?

As you may be aware, I am a fan of comedy. I just love being humoured; by comedians, sitcoms, friends and sometimes, ads too.

For a copywriter like me, humour offers a much-needed respite from all the mind-numbing chaos.

So here’s a recent ad from Maxis that I thought was really funny. Yes, I am amazed at myself for showcasing a Maxis ad positively, considering how I whacked them the last time. But credit is due where it is due I suppose.

But wait. On with the ad first…

Now, if you are like me – someone who absolutely hates online videos that go into buffering mode – you may have found the ad funny. But did the ad compel any kind of action from you?

Again, if you are like me – someone who can be a real lazy arse sometimes – you didn’t take any action. As in call Maxis, look for more info online or run to the nearest Maxis outlet to register for this wonderful fibre internet.

Clowning
Don't clown around, unless you are promoting a clown...

This is the problem with funny ads. While they may steal your attention and be memorable; it doesn’t guarantee a response from consumers.

And don’t for a moment think being funny improves brand awareness either.

People usually only remember that a particular ad is funny, but often struggle to remember the brand or product. Think about your favourite funny ad; do you remember the product?

Ace Metrix – a television and video analytics agency – studied funny ads in the US for over a year and drew the following conclusions:

  • Funny ads were memorable and appealing, but were less likely to increase desire or purchase intent
  • Humour in ads work better when it is used as a supplement rather than a replacement

When consumers are not compelled to take action after seeing your ad, it usually means money down the drain.

So be funny at your own peril, or risk becoming a joke.

Copywriter Abroad

As someone who’s been a freelance copywriter for the past year; this last 2 weeks or so has been absolute chaos.

I had to go from what-to-do-now? to what-the-freak? in a matter of days. But my time in Yeosu, Korea, for the World Expo 2012 so far has been eye-opening.

Malaysia Pavilion
An-nyeong-ha-se-yo... welcome to the Malaysia Pavilion

There are representatives from 110 countries at the Expo site promoting their nations. Each country has its own hall – also known as a Pavilion – for visitors to explore.

The crowds are massive. Some days, up to 100,000 people visit the expo. The Malaysia Pavilion alone has received up to 40,000 visitors in a day, from 9am to 9pm. It’s a sea of people everywhere you look; with performances, showcases and parades happening around every corner.

The Malaysia Pavilion – where I’m tasked with Publicity & Promotions – is actually one of the best pavilions around. Yes, I actually mean it. This is not a publicity post, it’s just the honest truth.

Dome
180-degree undersea dome projection in the Malaysia Pavilion... it rocks!

As Malaysians, we are often very quick to dismiss anything Malaysian. We tend to disregard our own capabilities and rave about what the Mat Sallehs are doing. But truth be told, we Malaysians are quite good at what we do; I suppose it’s just a matter of commitment.

Hmmm… I’m feeling patriotic all of the sudden, maybe because it is the month of Merdeka or maybe I just miss home.

But either way, I’m proud to represent Malaysia here. 2 more weeks to go… and more pictures to follow soon, when I find the time.

Why People Buy?

True, people buy to fill a need or want. But if that’s the only reason people buy, then the whole advertising industry might as well close shop and let it be overrun by sales people.

As a freelance copywriter, finding out what motivates people to purchase a particular product is crucial.

It allows me to target my message to the right audience, ensure relevant context and employ proper tone-of-voice.

GirlShopping
Although it may seem some people buy for no reason at all... think again!

Here are 10 reasons why people buy, aside from fulfilling a need or want. There are definitely more, but I’m just being a bit lazy today.

1. Pleasure
To feel good about themselves – luxury cars, jewelry, yachts and the like.

2. Appear Special
To be like someone else – Brad Pitt Tag Heuer or Aishwarya Rai Loreal anyone?

3. Indulgence
To reward themselves – that 2-week trip to Paris sounds nice right?

4. Peer Pressure
To belong, or be accepted – smoke this, you’ll feel like a man.

5. Emotional Need
To replace or substitute a loss – nobody loves me, but I love chocolates!

6. Great Bargain
To win – this lawnmower is too cheap, although I don’t need it.

7. Poser
To be hip, cool, awesome –  iPhone 5, Onitsuka Kicks, 3DTV… I want them all.

8. Obligation
To feel less guilty – awwww… that’s very thoughtful of you, now I got to get you a gift too!

9. Circumstances
To shut the sales dude up – okay fine, these glow-in-the-dark photo frames are exactly what I need.

10. Convenience
It’s easy – why cook when we can tapau, get food delivered or just walk to the nearest mamak?

One Year On

I never wanted to believe the little creatures that would keep whispering in my ears. “Go easy on your meds!”  I’d say.

This week marks my full year of being self-employed. Forgive me for stating the obvious, but holy crap how time flies!

MyCreatures
My fugly little inner voices, don't be fooled by their charm...

The little creatures are of course not real, they are more like my inner voices. Yes, I said voices, with an ‘S’. Seriously, the kind of baloney that goes on in my head will leave you gasping for air.

Anyway, these creatures have been insisting that I quit the rat race and plunge into the dog-eat-dog world of self-employment. I finally relented around 12 months ago, after years of annoying pressure. Damn you creatures!

Even when I did give in to the inner pressure, I gave myself 6 months. I figured I’d be scurrying back to the sanity of a fulltime copywriting  job in no time. Just like how a rat would sprint toward his hole in the wall at the first sign of trouble.

But it didn’t happen; though I’ve contemplated it during numerous lean periods over the past year.

This is no declaration of victory though. I am still only giving myself another 6 months. Thinking too far ahead only makes a person overconfident I’ve learned.

To my fugly little creatures, I’m sorry for not believing in you guys. And please, forget the meds and let’s bring out the bubbly.