Think first, and be clear about what you want

Having been lurking madly, Seth Godin has bought me out of hibernation with this idea that's particularly apt this week for some of our clients

"The first goal of copy is to get you to read more copy.
The second goal is to tell a story that spreads.
And then, finally, to have that story get people to take action"

Seth is talking about a billboard, but the concept is critical in all the communication you do.

Billboards in my opinion should have no more than 6 words on them. You have to hope you can communicate enough to remind the traffic your idea was exciting enough to talk about when they get to work, and memorable enough to be able to find the long story online or via the yellow pages [or even via a memorable phone number]

Tagged with:

• good-copy
• think