Keep it short!
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Tim Driesen - Famous KEEP IT SHORT
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Tim Driesen/Famous: Keep it short!
Transcript of Keep it short!
Tim Driesen - FamousKEEP IT SHORT
KEEP IT SHORT, I WILL
FAMOUS
A SENTENCE SHOULD CONTAIN NO UNNECESSARY WORDS, A
PARAGRAPH NO UNNECESSARY SENTENCES,
FOR THE SAME REASON THAT A DRAWING SHOULD HAVE NO UNNECESSARY LINES AND A
MACHINE NO UNNECESSARY PARTS.
William Strunk Jr., 1918
FAMOUS
KEEP IT SHORTWHY?
KEEP IT SHORT. WHY?
FAMOUS
•show empathy
•work to a goal
•social reality
•economical reality
FAMOUS
SCHRIJVEN IS SCHRAPPEN.
Any copywriter, ever
FAMOUS
KEEP IT SHORTIN FUNCTION OF THE IDEA
KEEP IT SHORT IN FUNCTION OF THE IDEA.
FAMOUS
•the job of a copywriter is about ideas, not about writing
•the idea = holy
•do the 1 sentence-check
FAMOUS
KEEP IT SHORTHOW?
FAMOUS
•understand
•think before you write
•write to someone
•keep it stupid simple
•don’t write, edit
•read and let read
•don’t be afraid to start all over
UNDERSTAND
FAMOUS
“AT 60 MILES AN HOUR THE LOUDEST NOISE
IN THE NEW ROLLS ROYCE COMES FROM
THE TICKING OF IT’S ELECTRIC CLOCK.”
David Ogilvy,
UNDERSTAND
FAMOUS
“AT 60 MILES AN HOUR THE LOUDEST NOISE
IN THE NEW ROLLS ROYCE COMES FROM
THE TICKING OF IT’S ELECTRIC CLOCK.”
VS
THE LOUDEST SOUND ONE CAN HEAR IN THE NEW PIERCE -ARROWS IS THE
TICKING OF THE ELECTRIC CLOCK
UNDERSTAND
FAMOUS
“AT 60 MILES AN HOUR THE LOUDEST NOISE
IN THE NEW ROLLS ROYCE COMES FROM
THE TICKING OF IT’S ELECTRIC CLOCK.”
VS
THE LOUDEST SOUND ONE CAN HEAR IN THE NEW PIERCE -ARROWS IS THE
TICKING OF THE ELECTRIC CLOCK
THINK BEFORE YOU WRITE
FAMOUS
WHAT’S THE DIFFERENCE BETWEEN A COPYWRITER
AND A GOOD COPYWRITER?
WRITE TO SOMEONE
FAMOUS
WRITE TO YOUR MOTHER
WRITE TO SOMEONE
FAMOUS
WRITE TO YOUR MOTHER-IN-LAW
KEEP IT STUPID SIMPLE
FAMOUS
IF YOU CAN’T EXPLAIN IT SIMPLY, YOU DON’T UNDERSTAND IT WELL
ENOUGH.
Albert Einstein
KEEP IT STUPID SIMPLE
FAMOUS
I LOVE YOU.
DON’T WRITE, EDIT
FAMOUS
I AM A LOUSY COPYWRITER, BUT I AM A GOOD EDITOR.
David Ogilvy
READ AND LET READ
FAMOUS
DON’T BE AFRAID TO START ALL OVER
FAMOUS
FAMOUS
•understand
•think before you write
•write to someone
•keep it stupid simple
•don’t write, edit
•read and let read
•don’t be afraid to start all over
FAMOUS
KEEP IT SHORTBUT…
FAMOUS
DON’T YELL
FAMOUS
DON’T YELL!!
FAMOUS
DON’T MAKE IT TOO
FAMOUS
NOT FORGET VERBS
FAMOUS
ALWAYS CHECK IF IT DOESN’T EXIST YET
FAMOUS
MAKE SURE YOU ‘VE BEEN TELLING THE COMPETE STORY
THERE IS ALWAYS ROOM FOR .
FAMOUS
FAMOUS
KEEP IT SHORT WHERE?
BILLBOARDS
FAMOUS
WHAT A BILLBOARD LOOKS LIKE IN YOUR MIND
BILLBOARDS
FAMOUS
WHAT A BILLBOARD LOOKS LIKE IN REALITY
BILLBOARDS
FAMOUS
•7 words max
• look at it through your eyelashes
FAMOUS
PRINT ADS ARE PUBLISHED IN MAGAZINES NOBODY READS AND
NEWSPAPERS THAT ARE IMPOSSIBLE TO READ COMPLETELY.
RADIO
FAMOUS
RADIO IS THE ONLY MEDIUM YOU CAN’T ESCAPE FROM
RADIO
FAMOUS
•the most copy driven medium of all
•30” is standard
•what can you remember?
TV
FAMOUS
•30” is standard
•super or voice over or both?
ONLINE
FAMOUS
•anything goes
•content vs. advertising
•youtube pre-rolls
•bannering
•website
FAMOUS
KEEP IT SHORTTRAIN DAILY
FAMOUS
•140 characters limit “With limiting 140 characters twitter tweets ensure that you are trying to minimize those unnecessary words and create short and powerful messages.” - Jack Dorsey
•Success can be measured live.
• Instant feedback on dt-fouten :)
FAMOUS
•every post on instagram is like a classic print ad
•a good exercise in image-text balance
WHATSAPP / SMS
FAMOUS
•find a good sparring partner
•a good exercise in reaction speed
•and in making something out of nothing
•mini-brainstorm
FAMOUS
KEEP IT SHORTLET’S DO THIS
•open Twitter on your device
•get your assignment via @mrTimp
•post 1 tweet using #masterclasscopywriting + @mrTimp
•you have 5 minutes and 140 characters
LET’S DO THIS
FAMOUS
FAMOUS
QUESTIONS?(BUT KEEP IT SHORT)
TIM DRIESEN
follow me on twitter: @mrTimpcheck our work: www.famous.be
