I hardly ever use this blog to promote my own services, so please indulge me. I want to make an analogy to Southwest Airlines, whose CEO David Kelly explained he gained market share in a dreadful economy by doing nothing. Other airlines started charging for checked bags, Southwest didn’t. “Bags Fly Free” was news.
The commercial side of Otisregrets can be found in the tabs at the top of the page. Though I’m a copywriter, I came out of a Master of Fine Arts program at UCLA Film School. I can’t help thinking in terms of stage management. How will the recipient interact with the elements of the direct mail package? What will the reader see “above the fold” on a web page that keeps them reading?
From the beginning, each of my copywriting deliverables has come with guidance on how to execute it graphically. Sometimes this means detailed design commentary within the copy deck; sometimes it’s working with an in-place designer; every now and then I do an old-school “copywriter’s rough”.
I don’t see other writers doing this as much these days, when we all are re-inventing ourselves to stay viable. Maybe it’s my own “Bags Fly Free” story. Check it out.