The secret to selling
Selling has very little to do with truth. A good salesman, like the perfect copywriter(which I won’t be, for a long time) attempts to package lies in such a brilliant way it almost smells like the truth.
Confused
When there’s nobody around, I am supposed to get approval from my superiors, but when they are around, I need to take initiative and do stuff pro-actively, without waiting for approval.
Did somebody ask me why I was so confused?
Answering questions
Ok! I’ve had enough of people asking me what exactly is copywriting. I don’t mind friends asking me, but not every time we meet. I don’t mind the occasional jokes about copying and writing, and Ctrl C & Ctrl V, but sometimes, one just gets the feeling “enough is too much”.
So here’s an explanation. Sit back, listen. And as the famous line goes, “Dubara mat puchna..” Don’t ask again.
Something that’s of no relevance
A new beginning. A new day. A new week. I begin today, a man’s work, this man’s work at J. Walter Thompson. Madras’ biggest, largest, best known Ad agency.
Top Management
Ever noticed how, when top management wants to deliver bad news, they resort to analogies and compare the organization to the human body or “one large happy family?”
Questions, thick and fast. Left right and center. Top management batted brilliantly, dodging every fast one, and squaring the thick ones right smack in the middle of the bat. And that’s when the analogies begin.
“We can’t cut of the right hand, can we?” “In a family, every child needs to be fed. So we need to share…”
I hate it
I hate it when somebody says, as a qualifier when I say I am a copywriter “OH! Copywriter, you come up with catchy phrases is it?”
I hate it.
Copywriting is not about just catchy phrases. It is not about rhyming couplets. Wait a minute. It is not about couplets at all. Rhyming or otherwise.
It is, in the first place, not a phrase. Secondly, it is not catchy. Not always. Half my work is to write stupid boring straightforward lines. Stuff that dumb-witted bozos ought to be able to understand so thay can buy the damn product. If I were to get all creative and “catchy phrasey” about it, the stupid bozos who ask me the question would never be able to understand what on earth I am saying. And that is bad for business. (ed: It might not, actually. Things would be much better if stupid bozos didn’t do anything more than just inhabit the earth)
About
Chandrachoodan Gopalakrishnan is a copywriter, photographer and goofball from Chennai. He is also an archaeologist, historian and a city lover. He is currently a documentary film-maker and desk-monkey for a film production house.
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