I think one of the most important aspects of writing good copy is creating words that convey a message clearly and concisely without the dependence on graphics. Of course, graphic design is important to enhance the message, but to me, the mark of a good copywriter is one who can create a message that stands on its own.
Sometimes, I find a piece of copy that demonstrates that concept perfectly. Adgoodness posted a piece of copy from TBWA in Vancouver for The Lung Association that says it all in eight simple words:
This copy is excellent. Not only does it stand on its own and effectively communicate the intended message, but it also helps to boost awareness and gets people talking. These eight words reflect all the goals of copywriting wrapped up in one sentence.
Kudos to the TBWA creative team and to The Lung Association for approving what some people might be considered to be risky copy.
What do you think about this example of copywriting? Can you think of any other examples where one line of copy worked particularly well? How about an example where copywriting can stand on its own without the aid of graphics?
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