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Oh, Manifesto! Why copywriters adore them. Why everybody should.

14 Sep

Gods of Advertising

thinkdifferent
Crazy good!

For the past few days, even longer, I have been working on a manifesto for one of our (hopefully) new clients. Actually, I’ve been working on two. Even more actually, I’ve been working on manifestos for 25 years, since becoming a copywriter.

Nothing suits me more. For like many a creative soul, I am by nature a show off. And this is the way I can do it. I know I am not alone. Most copywriters get off on writing manifestos. At least they’d better. Writing such documents is at the heart of what we do, and can do, for our clients.

Most of you know what I’m talking about. For those unawares, a manifesto or mantra or anthem is the bringing to life in words the highest and most noble aspirations of its subject matter, aka the brand.

Yes, it is advertising copy but in the best…

View original post 211 more words

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