The TV series Madmen focuses on the fictional founding fathers of Advertising and Copywriting in the golden age of the swinging sixties. A time when the style was groovy, cigars were in, and breakfast was a stiff martini. Although times have changed, Don Draper - the man we love to hate and hate to love - did get one thing right: advertising. Here’s how emulate his style:
1. “Stop writing down what I ask for and try to figure out what I want.”
Write adaptable copy. Sometimes people don’t know what they want… It’s the copywriter’s job to make readers see what they’ve been missing – and wonder how they ever got along without it.
2. “Success comes from standing out, not fitting in.”
Create something unique. Think outside the usual writer’s box and make something memorable, lasting and unforgettable.
3. “Just think about it. Deeply…and an idea will jump up in your face.”
Never forget the importance of research, reflection and the thinking process. Sometimes the best ideas are lying just beneath the surface. Look closer and they’ll find you.
4. “If you don’t like what’s being said then change the conversation.”
When you sit down at the keyboard, you’re creating your own world – your own reality. Define the story, create passion and energize your copy. Welcome to MY world!
5. “You’re happy with 50%? I won’t settle for 50% of anything. I want 100%.”
Don’t present any copy that you’re not 100% happy with. If you’re not thrilled with it, chances are your clients won’t be either. Rework it and reword it until your copy shines.