For Andy Attiliis, effective promotional writing depends on satisfying three priorities in this order of importance: (1) Craft a headline or title that the target audience can't ignore. It's relationship with the key visual must create the strongest possible impression. (2) Focus those very first lines of text on clarifying the creative concept and the point of the message. It is only fair and friendly that readers "get it" asap. (3) Now polish the entire message as if people had come to read it from around the world. So that they will feel very welcome to this new word environment where every syllable is warm, convenient and easy to understand.
Good information about the audience is what makes creativity work in commercial writing. The given is that humans are most attracted to positively entertaining concepts with which they can connect. How far out the headline and image can go to capture an audience depends on their experience with the subject. That established, the degree of creative license that can be taken without confusing the message can be accurately assessed.
Andy Attiliis offers full-service writing for ads, small brochures, posters, comic strips, corporate cartoons and theme lines. He provides headline writing, conceptual development and creative direction for longer assignments. In each case, the experience he gained while working for advertising agencies has forwarded a disciplined, results oriented writing approach.
a. Review materials supplied by the project originator. Make use of a job information form to organize and consolidate necessary input. b. Determine how this input is creatively relevant to the target audience and/or marketing goals.c. When there is a creative team*, work with the creative director, art director, and/or other project originator to establish possible directions. d. Begin to develop a sense of feeling and style that will best carry the new message. e. Record the phrases and images that best support the emerging direction as they come to mind f. Submit suggested headlines and accompanying visual descriptions. Include a brief written rationale for the most successful concept which includes format specifications suggesting kind, size and volume of vehicle needed to carry message. g. With approval of concept, write first-draft copy and submit with general description of copy direction and how it will best support concept. h. With approval of first-draft copy, review client's comments for suggested improvements and write final copy. i.Whenever possible, proofread blueline or equivalent prior to printing or other production.
*Not all creative project scenarios use a full creative staff. In many cases, a very experienced independent professional is the best choice for creative quality and efficiency. When there is not a creative team, Andy Attiliis can also provide creative direction, art direction, design and illustration as necessary.