Ad this to our Christmas list… Teressa Iezzi’s new book, The Idea Writers. This is from a review in today’s Wall Street Journal:
Gone are the days when a copywriter’s job was to pen an ad tagline—”A Diamond Is Forever,” say, or “The Ultimate Driving Machine”—that might be the subject of countless meetings and revisions before being employed in TV commercials and print ads that then took months to create. Today’s copywriter, Ms. Iezzi writes, must be much more improvisational, capable of posting on Facebook, tweeting, blogging, contributing to online events, perhaps even helping to mobilize a flash mob—all in the service of a product. Big ideas can be as simple as an iPhone app, but execution must be swift, engaging and chat-worthy.
We know what you’re thinking: “Social media is big. Whoop-te-freaking-do.” Or as the kids said 20 years ago, “Duh.”
But the point isn’t that Al Gore’s Information Superhighway has caught on. The point is the immediacy, the spontaneity, the extemporaneity, and other polysyllabic Latin-derived words ending in “-eity.”
Shoot from the hip; that’s the thing. If you can do so and still hit anything. Some of us (ahem!) can; others will fall by the wayside.
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