Know the product. Know the brand. Know the audience. Pick a communication tactic. Write something that your audience already feels is part of their life experience, whether they yet realize it or not. Don’t just make it sell, make it part of a culture, a movement, a milestone. Of course many brilliant creative decisions and realities need to align to make this happen, but it all starts at what you say (or don’t say) about your product.
That said, what you’re reading right now is one of the tougher writing assignments one can be tasked with; writing about yourself. What do you want to know? The vitals: Student of advertising communications, then a master’s in global marketing & advertising. Experience writing radio and television ad campaign scripts, writing print ads and web copy, planning and executing promotions, event management, social media marketing, planning online advertising campaigns.
The approach to any of these writing avenues: On-brand message strategy and media channel considerations before first draft, always. Tweak your first draft, but don’t forget the spirit and essence it came from – just make it clearer to the masses. Perfect its simplicity. That’s what writing involves in any context, is it not?
But I’m always writing, even when I’m not writing it down. Scripts, treatments, brand standards, contest language, skits, witty t-shirts – I’m happiest when daydreaming of these for any or no client in particular. Weird, I know. But that’s the kind of mind you want handling the mouth of your business, right?