how to be innovative, practical, educational and fun – all at the same time
September 29, 2009
I love this ad. I’ve been meaning for ages to post it. There are so many different ways in which it is good that I barely know where to start. But first, I think it is as much about problem-solving as it is about writing itself. Because the ad itself, as a solution to the problem, is as impressive as its content.
1. It means, literally, what it says: it sets the exercises it wants you to “write”, to get work. The headline does double-duty, turning a familiar phrase inside out, and is also beautifully clear.
2. If you do the exercises in the ad you will learn a lot about copywriting – or, rather, ‘copy-thinking’.
3. It was a wonderfully, cleverly practical solution to the problems of finding good writers.
4. It created a level playing field for aspiring writers.
5. It gave a real picture of what the work might be like if you got it.
6. It is FUN. It must have been lots of fun to make, and it’s fun to read, and it’s fun to think about what you might write, and it’s fun to think of someone actually getting the job. FUN. And practical. And realistic. And hard.
7. Also, I just like the way it looks.
I got it from the wonderful Info Marketing blog, which specialises, educationally, in vintage ad material. Always interesting and often quite inspiring. And on this one, you must go in and read the comments thread. You will learn a lot.
Note: apologies to those readers who have been checking in daily for updates. Text Pixels has been temporarily put on the back foot – literally – for the past couple of weeks. Your author has been laid up with a sprained ankle that’s been getting worse, not better, and finding it a little hard to concentrate. In fact, your author is writing this post quickly before going to the Physiotherapy Department at her local hospital to get a scan and find out how soon they can start breaking down the rogue tissues that are hardening inside her foot.