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on advertising
   [ten rules every writer needs to know]




                  Writing For Public Relations
              ...
Rule No. 1

      There are no rules.




                    Writing For Public Relations
                     Richard Be...
“There are a lot of great technicians in advertising. And
unfortunately they talk the best game. They know all the
rules ....
The most memorable ads of the last century broke the rules.




                                                          ...
Rule No. 2

    Branding is important.




                    Writing For Public Relations
                     Richard B...
“The brand is the relationship between
the company and its customer."




                 Phil Dusenberry was chairman an...
The most successful campaigns connect consumers and products.




                                                        ...
Rule No. 3

Most products are not unique.




                   Writing For Public Relations
                    Richard ...
“In our factory, we make lipstick.
In our advertising, we sell hope."




                    Charles Revson was a pioneer...
Without a value proposition or contrast, you sell makeup.




                                                            ...
Rule No. 4

Your message is unimportant.




                   Writing For Public Relations
                    Richard B...
“If it doesn’t sell, it isn’t creative."




                       David Ogilvy is sometimes called “The Father Of
      ...
Unless you communicate effectively, you’re only making noise.




                                                        ...
Rule No. 5

      Cliches are boring.




                     Writing For Public Relations
                      Richard ...
“If an advertisement is built around a weak idea
— or as is so often the case, no idea — I don’t
give a damn how good the ...
Cliches are like boring people. We tune them out over time.




                                                          ...
Rule No. 6

   Your client is convinced.




                     Writing For Public Relations
                      Richa...
“The common trouble with advertising is
that it tries too hard to impress people."




                  James Randolph Ad...
The best messages are about them, because it’s not about you.




                                                        ...
Rule No. 7

      People tend to lie.




                     Writing For Public Relations
                      Richard ...
“Ask about the power of advertising in
research surveys, most agree it works,
but not on them."




                 Eric ...
People might lie, but advertising doesn’t need to.




                                                     Writing For Pu...
Rule No. 8

     People Are Irrational.




                     Writing For Public Relations
                      Richar...
“I will warn you against believing that
advertising is a science."




                  William Bernbach is smart enough ...
Sometimes people buy things for no logical reason at all.




                                                            ...
Rule No. 9

 There is always a better way.




                     Writing For Public Relations
                      Ric...
“I learned that any fool can write a bad ad, but it
takes a genius to keep his hands off a good one."




                ...
Even successful campaigns can evolve and be made better.




                                                           Wr...
Rule No. 10

          It’s needed.




                     Writing For Public Relations
                         Richard...
“Advertising is totally unnecessary. Unless you
hope to make money."




                         Jef I. Richards is an ex...
Without advertising, people only know what others think you’re about.




                                                ...
Final thought.




            Writing For Public Relations
             Richard Becker, Copywrite, Ink. at
             t...
“Copy is a direct conversation with the consumer."




                        Shirley Polykoff quickly rose through the r...
Social media is advertising with an opportunity for dialogue.




                                                        ...
Richard R. Becker, ABC
President, Copywrite, Ink.

copywriteink.com
copywriteink.blogspot.com

702.341.7135




on adverti...
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Writing For Public Relations: On Advertising

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Writing For Public Relations: On Advertising is a class supplement. The deck provides ten critical thoughts in advertising along with complementing thoughts from some of the greatest creatives in the industry.

It is presented as an after class supplement by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas.

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  • Transcript of "Writing For Public Relations: On Advertising"

    1. 1. on advertising [ten rules every writer needs to know] Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    2. 2. Rule No. 1 There are no rules. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    3. 3. “There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules ... but there's one little rub. They forget that advertising is persuasion, and persuasion is not a science, but an art. Advertising is the art of persuasion." William Bernbach was one of the founders of Doyle Dane Bernbach (DDB) and responsible for the “Think Small” campaign for Volkswagen, “We Try Harder” for Avis, and “Mikey” for Life cereal. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    4. 4. The most memorable ads of the last century broke the rules. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    5. 5. Rule No. 2 Branding is important. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    6. 6. “The brand is the relationship between the company and its customer." Phil Dusenberry was chairman and chief creative at BBDO Worldwide. His most memorable work included campaigns for Pepsi, General Electric, and Visa. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    7. 7. The most successful campaigns connect consumers and products. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    8. 8. Rule No. 3 Most products are not unique. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    9. 9. “In our factory, we make lipstick. In our advertising, we sell hope." Charles Revson was a pioneering cosmetics industry executive who created and managed Revlon Cosmetics across five decades. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    10. 10. Without a value proposition or contrast, you sell makeup. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    11. 11. Rule No. 4 Your message is unimportant. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    12. 12. “If it doesn’t sell, it isn’t creative." David Ogilvy is sometimes called “The Father Of Advertising” and is responsible for campaigns that included Dove, Rolls Royce, Schweppes. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    13. 13. Unless you communicate effectively, you’re only making noise. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    14. 14. Rule No. 5 Cliches are boring. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    15. 15. “If an advertisement is built around a weak idea — or as is so often the case, no idea — I don’t give a damn how good the execution is, it’s going to fail." Morris Hite was responsible for the success of Doritos, Dr. Pepper, Haggar Slacks, and Borden Dairies, among others. He coined the word “slacks.” Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    16. 16. Cliches are like boring people. We tune them out over time. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    17. 17. Rule No. 6 Your client is convinced. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    18. 18. “The common trouble with advertising is that it tries too hard to impress people." James Randolph Adams took his first advertising job at Critchfield and Company where he redefined Ford, Lincoln, and Firestone. Later he defined Cadillac. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    19. 19. The best messages are about them, because it’s not about you. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    20. 20. Rule No. 7 People tend to lie. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    21. 21. “Ask about the power of advertising in research surveys, most agree it works, but not on them." Eric Clark is an acclaimed investigative journalist who now specializes in marketing and advertising and is the author of “The Want Markers,” which was published in 20 countries. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    22. 22. People might lie, but advertising doesn’t need to. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    23. 23. Rule No. 8 People Are Irrational. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    24. 24. “I will warn you against believing that advertising is a science." William Bernbach is smart enough to be included twice. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    25. 25. Sometimes people buy things for no logical reason at all. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    26. 26. Rule No. 9 There is always a better way. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    27. 27. “I learned that any fool can write a bad ad, but it takes a genius to keep his hands off a good one." Leo Burnett founded his own advertising agency in 1935. He was inducted into the Copywriters Hall Of Fame in 1961 and retired in 1967. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    28. 28. Even successful campaigns can evolve and be made better. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    29. 29. Rule No. 10 It’s needed. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    30. 30. “Advertising is totally unnecessary. Unless you hope to make money." Jef I. Richards is an expert in advertising and public policy issues related to marketing communications. He has served as president of the American Academy of Advertising. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    31. 31. Without advertising, people only know what others think you’re about. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    32. 32. Final thought. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    33. 33. “Copy is a direct conversation with the consumer." Shirley Polykoff quickly rose through the ranks of Foote, Cone & Belding after she reinvented the Clairol campaign, persuading half of the female population to dye their hair. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    34. 34. Social media is advertising with an opportunity for dialogue. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
    35. 35. Richard R. Becker, ABC President, Copywrite, Ink. copywriteink.com copywriteink.blogspot.com 702.341.7135 on advertising Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
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