Wednesday, July 07, 2010

Why didn't I think of that?

In today’s world, it’s all been done before. As time progresses, it becomes harder and harder to come up with an idea that’s completely original, that has never been heard of before. But when an original idea does come along, you kick yourself for not conjuring it up yourself.

Take Silly Bandz, for example. These oddly shaped rubber bands that are worn on your wrist and traded like baseball cards, are all the rage for today’s youth. Who could’ve predicted the success of such a simple idea?

When it comes to writing copy, which lately is what I’ve dedicated most of my time to, I’m trying to come up with a completely authentic, never-before-seen way of saying something. Whether it’s a tagline or how-to directions for a website, I want to say it in a way that is different from the way it’s been said before. But how?

It’s challenging to write something completely original without making up new words. I’ve got the entire English language to use; it’s just a matter of putting words together to get my message across without being repetitive or boring. A puzzle, if you will. Luckily, working close with art directors and graphic designers, I can add more pieces to the puzzle with audio or visuals that’ll enhance the message.

I witness some of my favorite messages every day. I can’t get the AT&T Pure Imagination commercial out of my head: “Remember when you were 5? And anything was possible? Happy 5th birthday again.”

Simple message, in a simple sentence, but still memorable. Now, why didn’t I think of that?

Ben Langdon
Creative Intern

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