http://gapingvoid.com/2004/08/22/write-like-you-mean-the-words/ "cartoons drawn on the back of business cards" Sun, 22 Nov 2009 00:03:19 -0600 http://wordpress.org/?v=abc hourly 1 http://gapingvoid.com/2004/08/22/write-like-you-mean-the-words/comment-page-1/#comment-1638 RichW Tue, 24 Aug 2004 03:08:06 +0000 http://gapingvoid.com/?p=854#comment-1638 Hugh, I think you need a #4: Ability to sell your idea. To me, client used to be everything. Few people in my niche (trade shows) even know the definition of psychographics. But, once they let me sneak a couple of additional questions into their standard research questionnaires, they begin to understand how and why that information is critical. Clients were how I got to use a photo of a baby in an ad for a highly technical design engineering show. Or an ad based on the five senses for a show on something as mundane as ceramic tile. Or a photo of a group therapy session for an online hotel booking product. But once I had a decent book and a track record of success, it came down to my ability to sit across from a client and convince them that my ideas were better than theirs. There are plenty of people I know who have the same or better copy capabilities as me. But, they don't have either the clients who will give them creative freedom or the capability and conviction to sell their ideas when they do find one. Hugh, I think you need a #4: Ability to sell your idea.
To me, client used to be everything. Few people in my niche (trade shows) even know the definition of psychographics. But, once they let me sneak a couple of additional questions into their standard research questionnaires, they begin to understand how and why that information is critical.
Clients were how I got to use a photo of a baby in an ad for a highly technical design engineering show. Or an ad based on the five senses for a show on something as mundane as ceramic tile. Or a photo of a group therapy session for an online hotel booking product.
But once I had a decent book and a track record of success, it came down to my ability to sit across from a client and convince them that my ideas were better than theirs.
There are plenty of people I know who have the same or better copy capabilities as me. But, they don’t have either the clients who will give them creative freedom or the capability and conviction to sell their ideas when they do find one.

]]> http://gapingvoid.com/2004/08/22/write-like-you-mean-the-words/comment-page-1/#comment-1637 Barry Ritholtz Mon, 23 Aug 2004 05:27:26 +0000 http://gapingvoid.com/?p=854#comment-1637 Part of the artistic process is letting go of your "common sense" and allowing the process to take you where ever it will. Followed to its logical extreme, it might lead you places you never expected to go. While that makes for good prose -- and interesting reading --it may not be ideally suited for a commercial application. The rare, practical skill is when you can write with an artistic flair AND sell the product (or draft the legal motion or market comment, ir whatever). Its more than creativity and passion -- its Applied creativity. Part of the artistic process is letting go of your “common sense” and allowing the process to take you where ever it will.
Followed to its logical extreme, it might lead you places you never expected to go. While that makes for good prose — and interesting reading –it may not be ideally suited for a commercial application.
The rare, practical skill is when you can write with an artistic flair AND sell the product (or draft the legal motion or market comment, ir whatever).
Its more than creativity and passion — its Applied creativity.

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