Focus Groups

I always find I enjoy focus groups more when I draw the people in them. This won't help you make better ads. But it might help you enjoy your career a little more.

Taglines

Generally speaking, taglines aren't necessary. Luke Sullivan says, unless you can write a "Just Do It," just don't.

But here are two reasons portfolio students should practice taglines:

1. You're going to have clients who ask for them.

2. Taglines are just one more way to showcase how you think.

When I'm asked to write a tagline, I sometimes begin by asking myself, "What is this? And what does it do?"

The ultimate driving machine.

The uncola.

The king of beers.

The antidote for civilization.

Nothing runs like a Deere.

It gives you wings.

That was easy.

Think outside the bun.

It's everywhere you want to be.

Just a few examples of good tags that answer the simple questions, "What is this? And what does it do?"

Doodle

I often emphasize to my classes the importance of changing up your routine, particularly when you're in a concepting rut. Take a walk. Work somewhere else. Change the music you're listening to. If you've been writing for a while, try solving your problem by drawing.

Today, I came across this TED video that confirms the importance of doodles. Sunni Brown is speaking specifically about doodling in meetings as a way to enhance your focus, but her point about it engaging your brain in a different way is true not just when you're trying to file stuff away, but when you're digging around trying to get stuff out too.




So the next time you're turning an idea every which way, remember to turn your brain every which way as well. And don't forget, if you're a writer and your doodling produces something interesting, please submit it to Illustrated by Copywriters.

Illustrated by Copywriters

Sometimes it's nice when an art director can write. Sometimes it's nice when a writer can draw. A lot of writers can draw. Not all, but some.

If you're a writer, and you've ever doodled anything, good or bad, please consider submitting it to Illustrated by Copywriters. It's a little side project I'm working on.

Thanks.