Advertising is the science of a persuasion and it requires the commercial message to be transformed into the words or images that exactly aim the focus group. People mostly believe their own eyes. The art of copywriting is to write the text which makes the consumer draw attention to the product the text describes.

Usually the consumers want to see, to touch or to smell things they buy in a store or at a market. So, the goal of a copywriter is to give a chance to feel all this during the advertisement session, whatever it is—an ad, a reel, or a radio jingle.

“OK, and what’s difficult here?”—One may ask,—“The copywriter just tells the supposed consumers about his client’s product, and that’s all he does”.

Were it like that, most clients would write advertisements themselves.

There’s an old parable about two blind beggars sitting on the different benches in the park. On the ground in front of each of them there’s a hat. One has a cardboard on his chest with the words “I’m starving and I’m blind”. His hat was almost empty. On other beggar’s cardboard was written “It’s Spring but I’m blind” and his hat was full of money.

This almost vivid example of a creative process explains how to write a good text and how it differs with the bad one, how to make an effective advertisement, how to solve the difficult problem or make the right life choice.

The good copywriter finds unconnectable components for problem solving.

Like the Pilot who got the simple solutions, and like the Little Prince who could see unobviousnesses.


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