This is a long article.
I love long articles.
How else can you really go in-depth?
I love long attention spans, long sentences, long blog posts, long books, long headlines, long commercials, long-tail search, and long hair. My last blog post was merely a pre-amble to a long-planned long-term series of blog entries, but I decided to wrap that crap up now and here, for a few reasons I’ll get into later and somewhere else.
Copywriting, like everything else in the universe, is based on the shape and scheme of a pyramid. The top of the pyramid is the goal of your writing, and the rest of your writing supports that goal. The goal is the eye on the top, the next couple bricks are the headline, the next layer is the first sentence, the next layer is the first paragraph, and if they’re still reading by then you’re lucky, or really good. Each successive sentence and paragraph supports the previous ones.
Copywriting is writing with a goal. You don’t just write coherently with good grammar, as the SEO clients request, you write to capture attention and influence the reader. This kind of writing takes a lot of time and crafting, and a long attention span, and, incidentally, that’s not really how I write this, my personal blog. I write my personal blog mostly to have fun and experiment and practice writing, and transmit high quality ideas to other people who have long attention spans. But mostly to do my personal work and have fun.
After all, as Noah Bradley says, if you don’t do your personal work, you go crazy. And since my personal work tends to be long, it’s not the best place to advertise my copywriting, which, as mentioned, is designed to capture attention quickly.
Take Twitter, for example, which limits tweets to 140 characters. Copywriting at its finest! The Twitter playground reminds me of the Wall Street stock exchanges, with thousands of loose neck-tied professionals screaming and yelling at banks of monitors. You have exactly 140 characters to capture someone’s attention. If you can’t do it, tweet again. And again. And again. And again. And…oops!
You’ve annoyed them too much and now they unfollowed you. One exclamation point too many. Capturing attention is not an art form, as many internet marketers would fart. To say something is an “art form” means nothing. I prefer the term “craft” over “art.”
“Art” in my world means creativity, spontaneity, and the opposite of science, which is calculations based on proof. “Craft” is a balance of both art and science. Carpentry is a good example of a craft. You have a pre-defined amount of space and material to create an aesthetitically pleasing, yet functional object.
Writing can be art, science, crap, or craft, depending on its function. But goal-oriented copywriting is craft, which, because it has goals, implies design.
I hinted at this in my last blog post with the PS4 commercial analysis, For the Players Since 1995. That particular commercial was designed for a specific purpose, i.e., to support the slogan, “This is for the players,” which slogan was, in turn, designed to support the marketing strategy in the Great War of the PS4 vs. the Xbox One.
Let’s take a look at this ad to see why the Xbox One is about as dry as the Arizona desert.
Now watch this and see why, in comparison to the PS4, the bland Xbox One does not deserve a place in history or anyone’s living room, anywhere, ever.
As we can see, there is a slight difference in the ad campaigns, but some of you might be saying, “What does any of your rambling have anything to do with anything anywhere ever?”
Others may be saying, “Okay, so their ad campaign sucks, so what? Xbox One’s still a good device. It still has cool games and does pretty much the same thing that the PS4 does.”
If all things are pretty much equal, then I would not choose Xbox One, based on how much care and effort they didn’t put into their campaign. I think it’s quite amazing that Sony, some no-name whatever company from some little island off China, has managed to create a gaming device that is outselling Microsoft. After all, the USA dominates the world, and Microsoft has dominated the USA’s technology industry for a long time, yet Sony has created the most amazing place to imagine and play: the Playstation Nation.
Supporting the PS4, powering this David’s rise to meet the Goliath of the Xbox One, lies their energetic marketing campaign, which supports on one copywritten slogan, “This is for the Players.”
At the end of For the Players Since 1995, we see the slogan directly beneath the name of the device, PS4.
Everything in the ad has been specifically designed to support that slogan, and that slogan has been carefully crafted specifically to support that device, the PS4. In the same way that the slogan supports the name, the whole commercial works together to support the slogan. Therefore, the ad supports campaign supports the slogan supports the device name supports the device itself supports the salaries of the people at Sony etc.
Thus, we can see how the design-oriented disciplines in marketing and advertising, such as copywriting, are shaped like a pyramid, just like everything else in the universe.