Copywriting: 100 Ideas = One Concept
November 22, 2008 – 6:14 pmWhen it comes to writing advertising and marketing copy, some creative directors and copywriters start into a project looking for one big idea, concept or hook on which to hang their words. This is a myopic approach to advertising.
At a minimum, clients expect three creative concepts. Some expect more.
A Toronto advertising agency that has the Bud Light account develops commercials for the Super Bowl. In 2005, Super Bowl ads cost US$2.4 million for a 30-second spot. If you are spending that kind of money, you want your ad to be memorable – to say the least. The ad agency developed over 100 creative concepts. However, only about a dozen made it to the client. Of those, only two concepts were selected for production. This process is not unusual for large accounts.
As any ad agency will tell you, only the cleverest ideas are presented to the client. Often, the client and agency will brainstorm variations on the ideas presented. The client may even reject all ideas presented and ask the agency to go back to the drawing board. It is the nature of the industry. It is also, some would say, the nature of creative process.
In short, if you are totally sold on your first big idea and you stop looking for other angles, you might be selling yourself – and your client – short.
____________________
Paul Lima is a freelance writer, copywriter, business writing instructor and media interview trainer. He is also the author of several books on copywriting and the business of freelance writing.
