Tips on Creating Copy Like an Ad Agency Expert

By Rory Williams

Click image to enlargeAnja SorensenAnja Sorensen discusses the beginning stage of the creative brief.

Whether you are focused on gaining more members, meeting attendees, donors—or all of the above—the importance of creative and effective copywriting cannot be understated. But just how does one approach the creative process, break through the blank page, and present persuasively? To answer these questions, the NYSAE Communications and Marketing Shared Interest Group turned to Anja Sorensen, of the global advertising agency J. Walter Thompson Co., which has created campaigns for Macy's, T. Rowe Price, Johnson & Johnson, PUMA.

Before an audience of 12 association professionals gathered at the Kellen Company office in midtown Manhattan, Sorensen offered her insight and examples of inspirational advertising spots. Her first order of business, however, was addressing the fear of inadequacy that haunts many writers at the initial stage of the creative process. "Everyone in this room is creative, and you can all do my job," Sorensen said.

When facing a creative challenge, Sorensen begins by drawing up the creative brief, which focuses on three questions:

  1. Who are you talking to?
  2. What is the SMIT (single most important thing) you want to communicate?
  3. Why does it matter?
 
Click image to enlargeCommunication SIGAttending NYSAE’s Communications and Marketing SIG were (starting left): Judi Huck, Communications Specialist, National Association of Pediatric Nurse Practitioners; Brian Kell, Senior Director, American Thoracic Society; Stephan Nunez, Communications and Public Relations Intern, Association of Latino Professionals in Finance and Accounting; Jennifer A. Ian MBA, Director Member Services and Chapter Relations, American Thoracic Society; Robert Spangler, Senior Director of Marketing, Communications & Internet Services, National Institute for Continuing Legal Education; Gina Ryan, CAE, President, CEO Pathways/Creative Executive Options; Holly Koenig, Vice President, The Kellen Company; Andrew Eitelbach, Senior Manager of Marketing and Communications, Association of National Advertisers; Julie Livingston, Vice President, By Kids for Kids; and Anna Maltabarow, The Kellen Company.

Once you've established your target audience, identified your key takeaway message, and answered the overarching question—why would anyone care?—you're ready to make your case to the consumer, Sorensen noted. But now you're faced with another daunting obstacle: the blank page.

Sorensen's cure for blank-page anxiety? Let go of expectations and jot down as many ideas as you possibly can. "Unlearn everything you know about failure," Sorensen recommended. "Failure is a true sign of learning. Failure is good. I have so many ads that have never seen the light of day, but you move on, you grow, and you try something better."

Also, she added, "the worst ideas usually come first. Push past those because your best ideas are usually in the second and third rounds."

To spur further creativity and give your ideas life, Sorensen suggested presenting your work before a small team of ad hock creative directors, colleagues who will critique your work honestly and brainstorm new ideas. As part of this process, you may consider posting your work on the wall of a conference room and inviting others to join in the discussion.

During these brainstorming sessions, Sorensen is mindful of using "yes" language. For example, if a colleague moves off track, a good response to steer everyone back in the right direction would be "Yes, and…" to keep the creative juices flowing.

"Once the work is on the wall, it belongs to everyone," Sorensen said. "Don't think of it as your idea. It's not your baby. It's not the love of your life. Hold your ideas loosely—fight for them, but don't get defensive. If someone has a better idea that makes you jealous, you need to go with that idea. The people in the background aren't supposed to shine. It's the ad that's supposed to shine."

Presenting persuasively is presenting with passion. To illustrate her point, Sorensen shared the Peanut Butter Cheerios #HowToDad spot, which encourages dads to be more proactive in their children's lives (including during the most important meal of the day). What sets this campaign apart from many others, marketing SIG attendees agreed, is its playful depiction of a multifaceted, confident dad rather than dolt (think Homer Simpson)—a positive and refreshing message.

"Have fun finding your creative process," Sorensen said. "As Mark Twain once said, 'Many a small thing has been made large by the right kind of advertising.'"

Rory Williams is Co-Chair of NYSAE's Communications and Marketing SIG along with Marty Bronstein. Rory is Senior Manager of Communications and Marketing, American Thoracic Society and can be reached at rwilliams@thoracic.org or 212-315-8631.