So, what do content writers and copywriters do when they’re not, well, writing content or copy?
Me? I like to set myself writing exercises.
Sometimes, the copywriter in me likes to look at the great one-liners. Those certain adverts that have stood out over the years. I then take the slogan, dissect it, try to understand why it stood out, or why it stood the test of time.
Take that old Ronseal advert, with its slogan “Ronseal; does exactly what it says on the tin”. Even after all these years I can’t help but think about it whenever I see a varnished fence. Simple and effective, it doesn’t hide under layers of varnish (badum-tssh! Yeah, I know). Short and choppy and perfect for a slogan.
Then, at other times, I like to go in-depth, read content instead of slogans. I look at some and imagine the writer was having a Ronseal moment when they really shouldn’t have; use a little meandering before getting to the point. Just try not to make things so obvious; you know, give us something to think about. This is where I like to exercise a little.
“It rained at first then the sun came out”. – Very Ronseal, almost off the scale in its ‘Ronseality’.
“Following the early morning sun, the rainclouds moved in and washed the day away”. – Not bad, it still says what it does on the tin though.
“The heavy, lead-coloured clouds lowered and opened, the recent sunshine now just a memory as drains gurgled under kerbside rivers that fought their way through dead leaves, sticks and cigarette butts before leaping over the welcoming iron grates”. – OK, long and meandering I admit, probably too long for anything other than an exercise but there’s not one mention of the word ‘rain’ there, however, you can tell it’s raining.
As copywriters, short and choppy as a Ramones’ guitar riff is candy for the eye. As content (and other) writers, making the bare, wet earth darken under drooping, dripping geraniums is a bowl of steaming soup for the soul.
For content and copy, both short and long, drop us a line at: info@els-lugano.ch
#advertising #copywriting #branding #marketing #digitalmarketing
#contentwriting #description #writing #Ronseal #slogans #adverts