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

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KEEP IT SHORTWHY?

KEEP IT SHORT. WHY?

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•show empathy

•work to a goal

•social reality

•economical reality

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SCHRIJVEN IS SCHRAPPEN.

Any copywriter, ever

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KEEP IT SHORTIN FUNCTION OF THE IDEA

KEEP IT SHORT IN FUNCTION OF THE IDEA.

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•the job of a copywriter is about ideas, not about writing

•the idea = holy

•do the 1 sentence-check

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KEEP IT SHORTHOW?

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•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

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“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

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WHAT’S THE DIFFERENCE BETWEEN A COPYWRITER

AND A GOOD COPYWRITER?

WRITE TO SOMEONE

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WRITE TO YOUR MOTHER

WRITE TO SOMEONE

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WRITE TO YOUR MOTHER-IN-LAW

KEEP IT STUPID SIMPLE

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IF YOU CAN’T EXPLAIN IT SIMPLY, YOU DON’T UNDERSTAND IT WELL

ENOUGH.

Albert Einstein

KEEP IT STUPID SIMPLE

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I LOVE YOU.

DON’T WRITE, EDIT

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I AM A LOUSY COPYWRITER, BUT I AM A GOOD EDITOR.

David Ogilvy

READ AND LET READ

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DON’T BE AFRAID TO START ALL OVER

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•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

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KEEP IT SHORTBUT…

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DON’T YELL

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DON’T YELL!!

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DON’T MAKE IT TOO

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NOT FORGET VERBS

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ALWAYS CHECK IF IT DOESN’T EXIST YET

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MAKE SURE YOU ‘VE BEEN TELLING THE COMPETE STORY

THERE IS ALWAYS ROOM FOR .

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FAMOUS

KEEP IT SHORT WHERE?

BILLBOARDS

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WHAT A BILLBOARD LOOKS LIKE IN YOUR MIND

BILLBOARDS

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WHAT A BILLBOARD LOOKS LIKE IN REALITY

BILLBOARDS

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•7 words max

• look at it through your eyelashes

PRINT

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PRINT ADS ARE PUBLISHED IN MAGAZINES NOBODY READS AND

NEWSPAPERS THAT ARE IMPOSSIBLE TO READ COMPLETELY.

RADIO

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RADIO IS THE ONLY MEDIUM YOU CAN’T ESCAPE FROM

RADIO

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•the most copy driven medium of all

•30” is standard

•what can you remember?

TV

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•30” is standard

•super or voice over or both?

ONLINE

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•anything goes

•content vs. advertising

•youtube pre-rolls

•bannering

•website

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KEEP IT SHORTTRAIN DAILY

TWITTER

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•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 :)

INSTAGRAM

FAMOUS

•every post on instagram is like a classic print ad

•a good exercise in image-text balance

WHATSAPP / SMS

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•find a good sparring partner

•a good exercise in reaction speed

•and in making something out of nothing

•mini-brainstorm

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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

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FAMOUS

QUESTIONS?(BUT KEEP IT SHORT)

TIM DRIESEN

follow me on twitter: @mrTimpcheck our work: www.famous.be