Copy is not written. If anyone tells you ‘you write copy’, sneer at them. Copy is not written. Copy is assembled. You do not write copy, you assemble it. You are working with a series of building blocks, you are putting the building blocks together, and then you are putting them in certain structures, you are building a little city of desire for your person to come and live in.
Interpretation
Copywriting is a process of assembling ideas rather than just writing them down.
Eugene Schwartz emphasizes that copywriting is not merely a matter of writing words; it is the art of assembling different elements to create a persuasive message. Just like building a city requires combining various structures, effective copy requires putting together ideas and emotions that entice and engage the audience, inviting them into a desired action or mindset.
In practice
A marketing seminar discussing effective copywriting techniques.
Comic-book pages are vertical, and movie screens are relentlessly horizontal. But it's all the same form. We use different tools, but we get the job done. I'm completely in love with CGI. It's great for conveying a cartoonist's sense of reality.
I don't care who likes it or buys it. Because if you use that criterion, Mozart would never have written Don Giovanni, Charlie Parker would have never played anything but swing music.
When something's made in the smallest volume - as a one-off couture piece - or in large quantities, deep care is critical to determine authentic, successful design and, ultimately, manufacture.
The importance of an artist is to be measured by the quantity of new signs which he has introduced to the language of art.
Film acting, if you don't play the lead, you come, and you do your scenes in a few days, and you act with a couple of colleagues. All the rest of the actors you never see, and you don't even meet many of them. And you don't know what will happen with what you've done. Maybe it will be in the film, maybe it will not.
This is the beauty of fiction. We may not like these characters, but we inhabit them.
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