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   [ten rules every writer needs to know]




                  Writing For Public Relations
                   Richard Becker, Copywrite, Ink. at
                   the University of Nevada, Las Vegas
Rule No. 1

      There are no rules.




                    Writing For Public Relations
                     Richard Becker, Copywrite, Ink. at
                     the University of Nevada, Las Vegas
“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
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
Rule No. 2

    Branding is important.




                    Writing For Public Relations
                     Richard Becker, Copywrite, Ink. at
                     the University of Nevada, Las Vegas
“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
The most successful campaigns connect consumers and products.




                                                                Writing For Public Relations
                                                                 Richard Becker, Copywrite, Ink. at
                                                                 the University of Nevada, Las Vegas
Rule No. 3

Most products are not unique.




                   Writing For Public Relations
                    Richard Becker, Copywrite, Ink. at
                    the University of Nevada, Las Vegas
“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
Without a value proposition or contrast, you sell makeup.




                                                            Writing For Public Relations
                                                             Richard Becker, Copywrite, Ink. at
                                                             the University of Nevada, Las Vegas
Rule No. 4

Your message is unimportant.




                   Writing For Public Relations
                    Richard Becker, Copywrite, Ink. at
                    the University of Nevada, Las Vegas
“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
Unless you communicate effectively, you’re only making noise.




                                                                Writing For Public Relations
                                                                 Richard Becker, Copywrite, Ink. at
                                                                 the University of Nevada, Las Vegas
Rule No. 5

      Cliches are boring.




                     Writing For Public Relations
                      Richard Becker, Copywrite, Ink. at
                      the University of Nevada, Las Vegas
“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
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
Rule No. 6

   Your client is convinced.




                     Writing For Public Relations
                      Richard Becker, Copywrite, Ink. at
                      the University of Nevada, Las Vegas
“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
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
Rule No. 7

      People tend to lie.




                     Writing For Public Relations
                      Richard Becker, Copywrite, Ink. at
                      the University of Nevada, Las Vegas
“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
People might lie, but advertising doesn’t need to.




                                                     Writing For Public Relations
                                                      Richard Becker, Copywrite, Ink. at
                                                      the University of Nevada, Las Vegas
Rule No. 8

     People Are Irrational.




                     Writing For Public Relations
                      Richard Becker, Copywrite, Ink. at
                      the University of Nevada, Las Vegas
“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
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
Rule No. 9

 There is always a better way.




                     Writing For Public Relations
                      Richard Becker, Copywrite, Ink. at
                      the University of Nevada, Las Vegas
“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
Even successful campaigns can evolve and be made better.




                                                           Writing For Public Relations
                                                            Richard Becker, Copywrite, Ink. at
                                                            the University of Nevada, Las Vegas
Rule No. 10

          It’s needed.




                     Writing For Public Relations
                         Richard Becker, Copywrite, Ink. at
                         the University of Nevada, Las Vegas
“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
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
Final thought.




            Writing For Public Relations
             Richard Becker, Copywrite, Ink. at
             the University of Nevada, Las Vegas
“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
Social media is advertising with an opportunity for dialogue.




                                                                Writing For Public Relations
                                                                 Richard Becker, Copywrite, Ink. at
                                                                 the University of Nevada, Las Vegas
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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Writing For Public Relations: On Advertising

  • 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. Rule No. 1 There are no rules. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 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. 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. Rule No. 2 Branding is important. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 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. The most successful campaigns connect consumers and products. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 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. “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. 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. Rule No. 4 Your message is unimportant. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 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. 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. Rule No. 5 Cliches are boring. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 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. 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. Rule No. 6 Your client is convinced. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 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. 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. Rule No. 7 People tend to lie. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 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. 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. Rule No. 8 People Are Irrational. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 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. 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. 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. “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. 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. Rule No. 10 It’s needed. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 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. 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. Final thought. Writing For Public Relations Richard Becker, Copywrite, Ink. at the University of Nevada, Las Vegas
  • 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. 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. 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

Editor's Notes