Since I got into advertising, and copywriting specifically, I quickly learned about two people, David Ogilvy and Leo Burnett. Reading about them in the book The Art of Writing Advertising: Conversations with Masters of the Craft, which was a collection of interviews by an Ad Age editor published in the ’60s, awakened my passion for advertising and copywriting.
While at McCannSF, my MAIP mentor advised me to get Hey Whipple, Squeeze This: A Guide to Creating Great Advertising by Luke Sullivan, which made me realize how incredibly naive and behind I really was in comparison to so many other young and talented writers, art directors and advertising professionals. But, I did not take my mentor’s advised for granted: I got the book, dove into it, practiced many of Mr. Sullivan’s points and I am sure it will serve me as a go-to-guide in the next… well, my whole career. The book is priceless.
However, just two weeks ago I read about this new book coming out called The Idea Writers: Copywriting in a New Media and Marketing Era by Teressa Iezzi, editor of Ad Age’s Creativity. The moment I read the Ad Age post about the book I knew I had to buy it, so I went to Amazon and I pre-ordered it. Two days later the book came in and I dove into it. I had just began reading the classic Ogilvy on Advertising, but I felt this new book had something big to say. And, I was not mistaken.
If you follow me on Twitter and/or Facebook you are probably sick and tired of hearing me praise this thing, but I cannot stress how incredibly wonderful this book is. Let’s just say that reading was never a passion of mine (I can be honest, right? Advertising books got me into it), yet I finished this book from cover to cover in less than a week.
I am aware this may not be a big deal for most avid readers, but for me this is HUGE!
Thankfully, but not to my surprise, a couple of days after I was done reading it, Mr. Sullivan praised the book in his site and even The Wall Street Journal joined the conversation apparently I was having by myself on Twitter. What can I say, I am a Millennial! #TheIdeaWriters
Now I am back to Ogilvy on Advertising, and I honestly think I appreciate it even more because once you get into it you can sense the trends and tones that have changed since he wrote the book, but you can also appreciate the general craft of copywriting and the evolving role of the copywriter.
So why am I sharing all of this? And, who am I to advise anyone about what to read or not to read?
Honestly, I guess I am a nobody. I am just entering the field, I have never written a book, nor have I won any award in advertising.
But I am in love with this field. I am passionate about this field. And I am smart enough to recognize and understand trends when they are in front of me – and this book will be a classic – so you should get it now, especially if you are not fully sure what the role of the copywriter is (or will be) in the advertising world.
Stay cool, stay connected, stay balanced.