Craft, Part I

I have a friend who is a teacher in California. She emailed to share the following piece that was presented in a training seminar:

I thought this was pretty interesting information. It made a good point. But it was a little hard to sit through. Text for six minutes? Some people just think PowerPoint is more interesting than it really is.

Now take a look at this video that was featured on the same YouTube page:

It's the same information. Not a lot of variance. But significantly more memorable and engaging.

The art directors will immediately say it's because it's more visual. But that's only partly right.

The second is much, much better because it's been crafted. Someone took the time to make this information aesthetically appealing. Someone realized that as interesting as the original facts are, the presentation could have been more compelling. And they took the time to improve it.

Everyone's striving for the Big Idea. But when your portfolio is sitting alongside another on a creative director's desk, when they both have strong concepts, when they both show that you can think and communicate in fresh, innovative ways, the tie-breaker is going to be in the craft.

Copywriters who believe you can learn Photoshop and art direct your own ads, beware. Art directors, think twice before editing the copy of your writers without consulting them.

Never forget that concept is king. But never underestimate the importance of your craft.