There seems to be a trend brooding that needs to be put to a stop. Maybe it's because digital media is more accessible. Maybe it's because programs like Photoshop make it easier than ever to create stunning graphics. For whatever reason, writing has become undervalued. People think their shiny presentation can compensate for lackluster writing. Why is it that people have to re-design their website, brochures, etc. every couple years but have no problem lifting old copy that was poorly written in the first place?
It's a shame really. Writing can be such a powerful tool. I mean, when was the last time you heard somebody say, "The book was OK, but the movie elevated the story to a whole new level." Plain old black and white text can still hold its own. The Harry Potter series sold over 400 million copies, and it wasn't because of the illustrations. Solid writing can motivate, persuade, inspire, amuse, and enrage its readers.
Take this footage from the BBC, for example. With exception of the giraffe fight, the animals on film aren't doing anything extraordinary. Add good writing, though, and you've got something much more interesting. Enough to attract six million views, anyway.
Many of our clients enjoy discussing creative direction for their brochures, websites, logos, and other collateral, but rarely does anyone get excited about copywriting.
Do you ever wonder why credit card companies still send out those form letters that look like they've been created on a typewriter? Because they work! Good copy works on the web, too. Sites like Groupon and Woot.com know this. Unfortunately, an "autotuner" hasn't been invented for writers, so good copy usually requires a professional.
So when you sit down to devise your next campaign, try focusing on the writing first. If you aren't sure where to start, let us know. We'd be glad to help.