So no matter how I hard or any of my colleagues try (and boy do we try… like all the time), we preach… no strike that, plead that young copywriters understand that there's an art form to great writing.
The art of finding the BIG IDEA or CONCEPT is a major challenge, but bigger is the issue of great "wordsmithing" or "crafting" the words that in fact connect with the audience. Connect and inform. Connect and feel. Connect... period.
Suzanne Pope, the GCD of john st. in Toronto has written a brilliant piece that helps young copywriters better understand the "craft". Suzanne breaks it down into Thematic, Hyperbole, Paradox, Personification you name it, it's there in black and white.
She has demonstrates with dozens of examples, she makes a point that great headlines and great concepts drive advertising.
But hey, you don't listen me or Lisa Atkins enough… you know the basics… but then again don't take my word for it. Check it out.
It's a must read. It will become a great reference.