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CATEGORY: Advertising
Pictures Can't Say 'Ain't'
September 2nd, 2014 by Jerry Northup on Beyond Madison Avenue
The cursor is blinking at me. So what’s taking so long? All it takes is hitting the keys in sequence to create a document. Standard punctuation is a given. Sentences may string together aimlessly, but it’s just words on a page. How hard can that be? And why does it often take so long for a writer to type out a simple paragraph or two? This is not something an artist in the visual medium has to contend with. (And yes, I just closed a sentence with a preposition. You got a problem with that?)

Why Would Anybody Read This?
August 29th, 2014 by Jerry Northup on Beyond Madison Avenue
I ask myself that question each time I work out a new topic for this blog — a series of articles intended to provide relatable perspectives on all forms of B2B and B2C writing to the talented people who do the work and everyone else that reads it. That’s a pretty big target audience because, the way I see it, that audience basically includes EVERYBODY. To many, the ability to write well is becoming a lost art. I’d submit the larger problem is the lost art of reading.
Who Says How Much Copy is Worth?
August 25th, 2014 by Jerry Northup on Beyond Madison Avenue
There is a legitimately high stock value afforded to professionals who have an uncommon ability to speak well. More tellingly, the best in the business make it look easy — something that earns them respect — even though speaking is a common skill. Not necessarily so with the job of a writer. Since everyone can also write, many analyze text that looks and reads easily as easy to create. Compounding the problem is an increasing sense that composing an article of around 500 words should happen about as quickly as it takes to type 500 words. I hope you hear the opening bell that I’m trying to ring.
A Body of Work
August 22nd, 2014 by Jerry Northup on Beyond Madison Avenue
Your work as a writer can’t be judged until you can get people to read it. Sometimes, the right picture can do the trick. The thing is that for writers, we deal in words. And words do not speak for a thousand pictures. While it’s true that “every picture tells a story,” effective written commentary is intrinsic to the effectiveness of whatever story you’re telling, whether it is to consumers or between businesses. The copywriter acts as an intermediary, and over time, your efforts should result in a body of work that’s uniquely personal and worth closer examination. Copy is also a snapshot in time. The evolution in style, phrasing, and sentence structure is a natural process in the development...
Emotional Branding by Citi
August 20th, 2014 by Cindy Wendland on Beneath the Brand
Nothing is more appealing than when it has an emotional tie. It grabs your heart and soul. Marc Gobe wrote Emotional Branding: The New Paradigm for Connecting Brands to People in 2010. He says, “Emotional Branding is about this amazing relationship and connection people have with some brands. But I wrote my book Emotional Branding because I could see...."
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