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Good Copy Starts With A Great ConceptBy DD KullmanCommpose WriteshopJuly 31, 2010

+Who the heck is DD and whyshould I listen to her? Former ad agency senior

writer, creative director and corporate marketing director

Senior Instructor in the Art Institute of Phoenix’s Advertising/Graphic Design programs

Freelance writer and Princess of Prose at Copy That Clicks

+Behind all great copy…Is a great idea. Even if it’s a little one.

+It’s the concept, dude.

In the world of advertising, the concept drives the direction the copy will take

That is to say, compelling copy flows right out of a compelling concept

Writers and art directors “concept” together

This B2B ad ran in the Phoenix Business Journal to announce the wealth of available commercial office space in Downtown Phoenix

A Million Of TheseAre Coming ToCopper Square.

There’s never been a better time to get your foot in the door

at Copper Square. That’s because 400,000 square feet of space

is available for immediate occupancy – and at least another

million square feet is set for development. Join the more than

600 businesses that are making Copper Square the “Next Great

American Downtown.”

It ’s a locat ion beyond measure . You ’l l be ne ighbors with

the expanded Phoenix Convention Center, the 1,000-room

Sheraton Phoenix , C ityscape, Center Park East , the ASU

Downtown Phoenix campus, TGen, the Arizona Biomedical

Collaborative, the University of Arizona College of Medicine –

Phoenix, plus thousands of new residents living in glistening

high-rises and funky lofts. O f course, it’s all accessible by

Metro Light Rail, debuting in 2008.

For your Copper Square information package, contact Dan Klockeat the Downtown Phoenix Partnership: 602-744-6407. Or visit

w w w.coppersquare.com/business.

+Writing is a visual medium.

Compelling concepts aren’t just the domain of an art director – the writer has equal responsibility

A picture really is worth a thousand words – the right one can inspire much fodder for content

This ad is designed to sell 5-acre home sites in an exclusive, shared working ranch in Steamboat Springs, Colorado

+Writers can art direct!

Writers can – and should – come up with visual ideas

Art directors can – and should – come up with headline ideas

This B2B ad was developed for a company that digitizes paper medical records for electronic storage

+So how do you come up with a “concept?” Preparation – Collecting input and doing your homework

Frustration – Moving from left to right brain

Incubation – Conscious or unconscious mulling

Illumination – The AHA! moment

Evaluation – Is your idea any good?

Elaboration – Working it out in art and copy

+General rules of engagement.

Use a creative brief

Have a clear goal or purpose for what you’re trying to achieve

Avoid idea killers

Use doodles to visualize your ideas

Make mistakes and have fun doing it

Develop your sense of humor

+Concepting technique #1: Word association Make lists of words

Island…Land of the Rising Sun…Emperor…Geisha…Far East…Kimono…Red Lantern…Sake…Sushi…Tempura…Honor…Kobe Beef…etc.

Food…Plate…Flights…Grill…Presentation…Eat…Dine…etc.

Play with them to see what kinds of interesting combinations you can make

+Concepting Technique #2:Mind mapping A mind map is a diagram

used to represent words, ideas, tasks or other items arranged around a central key word or idea

It is a graphical method of taking notes and generating related ideas

Mind mapping software:www.mindjet.com

+Concepting Technique #3:Look at photos What words does this image

bring to mind?

What emotions does this image bring to mind?

What products and services could this image be used to sell… - Life insurance?- Bicycles?- Kids clothes?- Master-planned community?

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Other Techniques…Visual Metaphor – Using one thing to identify another

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Other Techniques…Life experience – Drawing upon common experiences people can relate to. People should react: “Yep, that’s how it is!”

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Other Techniques…

The problem is the solution – Taking what is perceived as a negative and turning it into a positive, so much that others may have to follow your lead.

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Other Techniques…A Darned Good Reason – Providing a rationale for a functional benefit can turn consumers into believers.

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Other Techniques…Comparison – Comparing a product or service to something different from it…a feeling, a sensation, another type of experience…can be a strong premise.

Copy: He might look like you, but he doesn’t have to eat the same food.

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Other Techniques…Exaggeration – Overemphasizing a product’s quality drives home a selling point quickly.

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Other Techniques…Authenticity and Being First in Class – Many people value “the real thing.” People associate “the genuine article” with brands that are first in their class.

+How to tell if your concept is any good? Does it achieve your goal? Stay on strategy?

Is it an appropriate solution for the brand?

Is it an appropriate execution?

Is the message clear? Concise? Did you communicate a functional or emotional benefit?

Is it interesting? Different? Compelling?

+Your ChallengeShould you choose to accept it.

+Concept Practice Session

Working with a partner, apply one or more of the concepting techniques discussed to this photo

Next, develop headline concepts for a print ad promoting one of the following topics:

• Swimming lessons• A family vacation• A pool builder

Choose the concept you like best and outline how the copy would flow out of it