I’ve worked with a lot of copywriters, but very few of them have truly impressed me with their talent as much as these homeless people did. Here are their advices:
In the absence of creativity, plenty of companies rely on celebrities to promote their product and services. I’m not saying that’s a bad thing, but at least do it in a smart way, like this guy.
Sometimes, telling people exactly the opposite of what they were used to hear will catch their attention.
Don’t hide your true intentions behind too many words. Being direct goes hand in hand with the next tip…
Being honest can bring your ad in front of the other competitors.
This tip should be used with caution. I’ve seen a bunch of detergent commercials which preferred to make stupid jokes rather than show why that product is better than others.
If a commercial doesn’t entertain, it’s not good enough.
But not so humble that the clients simply walk over your brand.
Nowadays fighting for a cause is trendy. But only do it if you are truly devoted to it.
Art directors are used to the fact that nobody reads body copy.
Innovation is the core of any good commercial.