{"id":35535,"date":"2020-10-13T08:44:25","date_gmt":"2020-10-13T13:44:25","guid":{"rendered":"https:\/\/adpulp.wpengine.com\/?p=35535"},"modified":"2020-10-13T09:53:32","modified_gmt":"2020-10-13T14:53:32","slug":"this-time-i-answer-the-questions","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/this-time-i-answer-the-questions\/","title":{"rendered":"A Conversation Between Copywriters"},"content":{"rendered":"<p><a href=\"https:\/\/www.linkedin.com\/pulse\/david-burn-necessary-insanity-copywriters-power-gutsy-todd-anthony\/\">S. Todd Anthony<\/a> kindly requested a Zoom meeting with me last month. During the meeting, he asked me a lot of great questions about advertising, copywriting, clients, mentoring, and more.<\/p>\n<p>The full interview is available on his LinkedIn page, right now. It will also be published on <a href=\"https:\/\/www.pinwheelcontent.com\/pinwheel\/blog\">Pinwheel&#8217;s blog<\/a>. For a taste, scroll down to the three questions I chose to highlight here.<\/p>\n<p>Todd is the executive creative director at Pinwheel in the Bay Area. Our exchange was picked up by <em>CA<\/em> and shared with @CommArts&#8217; 82K followers on Twitter.<\/p>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">.<a href=\"https:\/\/twitter.com\/davidburn?ref_src=twsrc%5Etfw\">@davidburn<\/a> on the necessary insanity of copywriters and the power of gutsy brands. <a href=\"https:\/\/t.co\/Oc3GoIiG8w\">https:\/\/t.co\/Oc3GoIiG8w<\/a> <a href=\"https:\/\/t.co\/nFsO88YE2m\">pic.twitter.com\/nFsO88YE2m<\/a><\/p>\n<p>\u2014 Communication Arts (@CommArts) <a href=\"https:\/\/twitter.com\/CommArts\/status\/1314702288565477376?ref_src=twsrc%5Etfw\">October 9, 2020<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><strong>Todd: How does an advertising creative achieve success?<\/strong><\/p>\n<p>David: You have to be lucky! I really believe in expressing this to anyone who will listen. Look, the world is full of talented hard-working people. In music. In advertising. You pick the field. Acting. Why do some of these artists rise up and achieve success while others who are more talented lack commercial success? It comes down to luck\u2026 being at the right place at the right time with the right team.<\/p>\n<p>Let\u2019s just get this out there: if you\u2019re not on the right team, you\u2019re not going to Cannes, you\u2019re not getting a<a href=\"https:\/\/www.oneclub.org\/theoneshow\/showcase\/?m=SpecialAwards\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"> One Show pencil<\/a>, you\u2019re not getting written up in CA (<em>Communication Arts <\/em>magazine) or <em>Adweek<\/em> or whatever. So that system is rigged. It\u2019s all bought and paid for. So stop pretending that it\u2019s anything other than that. &#8216;We got ourselves some trophies and, oh, by the way, we\u2019ve paid a LOT of money for that.&#8217; That\u2019s not good for our business.<\/p>\n<p><strong>Todd: Agreed. Anyone can do a great ad for Matchbox cars or condoms, but if you\u2019re on a client that\u2019s selling cloud-based enterprise back-up server solutions and working for a bad creative director and an uninspired client, ya ain\u2019t going anywhere.<\/strong><\/p>\n<p>David: It\u2019s so true. When I was on Coors in Denver at The Integer Group, they had won a Cannes Lion for one of these kinds of ads you just referenced. There was a lot of talk in the creative department about how to move it forward. And I just kept saying, &#8216;It\u2019s so simple. When we do THAT for Coors, sell it, produce it, and put our name on it, we win.&#8217; You have to do it for the Coors of this world. You have to show them the way\u2026 and that is incredibly tough because they already think they know the way.<\/p>\n<p><strong>Todd: Right. At the end of the day, it wouldn\u2019t be a terribly hard job except for all the fear.<\/strong><\/p>\n<p>David: It\u2019s not rocket science. Getting to the core, or the heart of your brand is not flying to the moon. We can do it. We can do it in a matter of weeks or months and solve your problems. It\u2019s a matter of willingness and bravery and seeing the need that if you do that you\u2019re going to stand out. And that if you stand out, your company is going to be worth more.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>S. Todd Anthony kindly requested a Zoom meeting with me last month. During the meeting, he asked me a lot of great questions about advertising, copywriting, clients, mentoring, and more. The full interview is available on his LinkedIn page, right now. It will also be published on Pinwheel&#8217;s blog. For a taste, scroll down to [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":35544,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[6,296,87,161],"tags":[],"class_list":{"0":"post-35535","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-ad-people","8":"category-agency-business","9":"category-copy","10":"category-industry-analysis","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A Conversation Between Copywriters - Adpulp<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpulp.com\/this-time-i-answer-the-questions\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Conversation Between Copywriters - Adpulp\" \/>\n<meta property=\"og:description\" content=\"S. Todd Anthony kindly requested a Zoom meeting with me last month. During the meeting, he asked me a lot of great questions about advertising, copywriting, clients, mentoring, and more. The full interview is available on his LinkedIn page, right now. It will also be published on Pinwheel&#8217;s blog. 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Salman Rushdie wrote, \"Look into the Mirror tomorrow\u2014you'll like what you see,\" for\u2026","rel":"","context":"In &quot;Ad People&quot;","block_context":{"text":"Ad People","link":"https:\/\/www.adpulp.com\/category\/ad-people\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/adpulp.wpengine.com\/wp-content\/uploads\/2011\/08\/image-from-Gatsby.jpg?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":5866,"url":"https:\/\/www.adpulp.com\/two_copywriters\/","url_meta":{"origin":35535,"position":3},"title":"Two Copywriters Who Blog Right Up In This Thing","author":"David Burn","date":"October 23, 2008","format":false,"excerpt":"Benjamin Palmer, CEO of The Barbarian Group, wants to hire people like Danny G and me. We review people's portfolios here quite often and one thing that stands out is how few advertising copywriters actually blog. It's really amazing. An entire copywriting Web site might consist of 500 words. What's\u2026","rel":"","context":"In &quot;Ad People&quot;","block_context":{"text":"Ad People","link":"https:\/\/www.adpulp.com\/category\/ad-people\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":16436,"url":"https:\/\/www.adpulp.com\/teaching-the-basics-of-advertising-isnt-so-basic-anymore\/","url_meta":{"origin":35535,"position":4},"title":"Teaching The Basics Of Advertising Isn&#8217;t So Basic Anymore","author":"Dan Goldgeier","date":"June 27, 2012","format":false,"excerpt":"A little confessional today: So I'm teaching a five-week \"Intro to Ad Copywriting\" class at Seattle's School of Visual Concepts. It's only a five-session course, part of a \"Summer Boot Camp\" for the business. It's not much time. So we're starting with the basics: Headline writing, concepting, making persuasive arguments.\u2026","rel":"","context":"With 2 comments","block_context":{"text":"With 2 comments","link":"https:\/\/www.adpulp.com\/teaching-the-basics-of-advertising-isnt-so-basic-anymore\/#comments"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":6910,"url":"https:\/\/www.adpulp.com\/headline_writin_2\/","url_meta":{"origin":35535,"position":5},"title":"Headline Writing Exercize: Tim&#8217;s Cascade Style Wasabi Chips","author":"David Burn","date":"July 20, 2009","format":false,"excerpt":"Editor's note: Copywriters need to practice. So go ahead and supply some copy for this spec ad in the making. Headline: Your copy here Tagline: Your copy here","rel":"","context":"In &quot;Ad People&quot;","block_context":{"text":"Ad People","link":"https:\/\/www.adpulp.com\/category\/ad-people\/"},"img":{"alt_text":"tims_wasabi.jpg","src":"https:\/\/i0.wp.com\/adpulp.wpengine.com\/archive\/2009\/07\/20\/tims_wasabi.jpg?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]}],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts\/35535","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/comments?post=35535"}],"version-history":[{"count":0,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts\/35535\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/media\/35544"}],"wp:attachment":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/media?parent=35535"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/categories?post=35535"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/tags?post=35535"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}