I’m currently busy preparing for a trade fair, Midem in January. So like everyone else, I spend a lot of time mining the event database looking for potential partners. I’ve done this from different sides of the table for 15 years now (both copywriting and sales), and I still see the same mistakes coming back time and again.
What do you do when looking for potential partners?
Britain’s Observer magazine had an interesting supplement this weekend: a list of Britain’s coolest brands. The research body Superbrands commissions an independent survey of experts and consumers to produce a yearly barometer of the coolest brands, people and places in the UK. You’ll find out more about it on their website.
Car manufacturer Aston Martin (photo) came out tops. But I’d like to fast-forward to a thought that struck me.
Remember e-commerce? That shiny new thing that would save business and give us all the exact coordinates of the end of the rainbow? When did it die? Or, more precisely from a copywriting point of view, when did it stop being a desirable goal of its own?
Copywriters love carrots. They’re good for the eyes and we think that readers will always jump at them. So when developing a headline, body copy or e-mail shot, we’re always looking for exciting carrots to dangle in front of the readers’ eyes.
E-commerce is not a carrot any more.
When will we run out of names? Although I originally got involved in product naming as an add-on feature to the business of copywriting, it really does call on very particular skills. It’s often thought of as the ultimate in creative writing, as so much is condensed into just one word. There have also been a tidal wave of nonsensical trendy names that sound creative over the past few years. They only add to the perception of it being some sort of dark art (although I think they probably have more to do with the difficulty of getting one-word domain names).