Download - Keep it short!
![Page 1: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/1.jpg)
Tim Driesen - FamousKEEP IT SHORT
![Page 2: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/2.jpg)
KEEP IT SHORT, I WILL
![Page 3: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/3.jpg)
FAMOUS
A SENTENCE SHOULD CONTAIN NO UNNECESSARY WORDS, A
PARAGRAPH NO UNNECESSARY SENTENCES,
FOR THE SAME REASON THAT A DRAWING SHOULD HAVE NO UNNECESSARY LINES AND A
MACHINE NO UNNECESSARY PARTS.
William Strunk Jr., 1918
![Page 4: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/4.jpg)
FAMOUS
KEEP IT SHORTWHY?
![Page 5: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/5.jpg)
KEEP IT SHORT. WHY?
FAMOUS
•show empathy
•work to a goal
•social reality
•economical reality
![Page 6: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/6.jpg)
FAMOUS
SCHRIJVEN IS SCHRAPPEN.
Any copywriter, ever
![Page 7: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/7.jpg)
FAMOUS
KEEP IT SHORTIN FUNCTION OF THE IDEA
![Page 8: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/8.jpg)
KEEP IT SHORT IN FUNCTION OF THE IDEA.
FAMOUS
•the job of a copywriter is about ideas, not about writing
•the idea = holy
•do the 1 sentence-check
![Page 9: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/9.jpg)
FAMOUS
KEEP IT SHORTHOW?
![Page 10: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/10.jpg)
FAMOUS
•understand
•think before you write
•write to someone
•keep it stupid simple
•don’t write, edit
•read and let read
•don’t be afraid to start all over
![Page 11: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/11.jpg)
UNDERSTAND
FAMOUS
“AT 60 MILES AN HOUR THE LOUDEST NOISE
IN THE NEW ROLLS ROYCE COMES FROM
THE TICKING OF IT’S ELECTRIC CLOCK.”
David Ogilvy,
![Page 12: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/12.jpg)
UNDERSTAND
FAMOUS
“AT 60 MILES AN HOUR THE LOUDEST NOISE
IN THE NEW ROLLS ROYCE COMES FROM
THE TICKING OF IT’S ELECTRIC CLOCK.”
VS
THE LOUDEST SOUND ONE CAN HEAR IN THE NEW PIERCE -ARROWS IS THE
TICKING OF THE ELECTRIC CLOCK
![Page 13: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/13.jpg)
UNDERSTAND
FAMOUS
“AT 60 MILES AN HOUR THE LOUDEST NOISE
IN THE NEW ROLLS ROYCE COMES FROM
THE TICKING OF IT’S ELECTRIC CLOCK.”
VS
THE LOUDEST SOUND ONE CAN HEAR IN THE NEW PIERCE -ARROWS IS THE
TICKING OF THE ELECTRIC CLOCK
![Page 14: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/14.jpg)
THINK BEFORE YOU WRITE
FAMOUS
WHAT’S THE DIFFERENCE BETWEEN A COPYWRITER
AND A GOOD COPYWRITER?
![Page 15: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/15.jpg)
WRITE TO SOMEONE
FAMOUS
WRITE TO YOUR MOTHER
![Page 16: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/16.jpg)
WRITE TO SOMEONE
FAMOUS
WRITE TO YOUR MOTHER-IN-LAW
![Page 17: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/17.jpg)
KEEP IT STUPID SIMPLE
FAMOUS
IF YOU CAN’T EXPLAIN IT SIMPLY, YOU DON’T UNDERSTAND IT WELL
ENOUGH.
Albert Einstein
![Page 18: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/18.jpg)
KEEP IT STUPID SIMPLE
FAMOUS
I LOVE YOU.
![Page 19: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/19.jpg)
DON’T WRITE, EDIT
FAMOUS
I AM A LOUSY COPYWRITER, BUT I AM A GOOD EDITOR.
David Ogilvy
![Page 20: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/20.jpg)
READ AND LET READ
FAMOUS
![Page 21: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/21.jpg)
DON’T BE AFRAID TO START ALL OVER
FAMOUS
![Page 22: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/22.jpg)
FAMOUS
•understand
•think before you write
•write to someone
•keep it stupid simple
•don’t write, edit
•read and let read
•don’t be afraid to start all over
![Page 23: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/23.jpg)
FAMOUS
KEEP IT SHORTBUT…
![Page 24: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/24.jpg)
FAMOUS
DON’T YELL
![Page 25: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/25.jpg)
FAMOUS
DON’T YELL!!
![Page 26: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/26.jpg)
FAMOUS
DON’T MAKE IT TOO
![Page 27: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/27.jpg)
FAMOUS
NOT FORGET VERBS
![Page 28: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/28.jpg)
FAMOUS
ALWAYS CHECK IF IT DOESN’T EXIST YET
![Page 29: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/29.jpg)
FAMOUS
MAKE SURE YOU ‘VE BEEN TELLING THE COMPETE STORY
![Page 30: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/30.jpg)
THERE IS ALWAYS ROOM FOR .
FAMOUS
![Page 31: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/31.jpg)
FAMOUS
KEEP IT SHORT WHERE?
![Page 32: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/32.jpg)
BILLBOARDS
FAMOUS
WHAT A BILLBOARD LOOKS LIKE IN YOUR MIND
![Page 33: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/33.jpg)
BILLBOARDS
FAMOUS
WHAT A BILLBOARD LOOKS LIKE IN REALITY
![Page 34: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/34.jpg)
BILLBOARDS
FAMOUS
•7 words max
• look at it through your eyelashes
![Page 35: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/35.jpg)
FAMOUS
PRINT ADS ARE PUBLISHED IN MAGAZINES NOBODY READS AND
NEWSPAPERS THAT ARE IMPOSSIBLE TO READ COMPLETELY.
![Page 36: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/36.jpg)
RADIO
FAMOUS
RADIO IS THE ONLY MEDIUM YOU CAN’T ESCAPE FROM
![Page 37: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/37.jpg)
RADIO
FAMOUS
•the most copy driven medium of all
•30” is standard
•what can you remember?
![Page 38: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/38.jpg)
TV
FAMOUS
•30” is standard
•super or voice over or both?
![Page 39: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/39.jpg)
ONLINE
FAMOUS
•anything goes
•content vs. advertising
•youtube pre-rolls
•bannering
•website
![Page 40: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/40.jpg)
FAMOUS
KEEP IT SHORTTRAIN DAILY
![Page 41: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/41.jpg)
FAMOUS
•140 characters limit “With limiting 140 characters twitter tweets ensure that you are trying to minimize those unnecessary words and create short and powerful messages.” - Jack Dorsey
•Success can be measured live.
• Instant feedback on dt-fouten :)
![Page 42: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/42.jpg)
FAMOUS
•every post on instagram is like a classic print ad
•a good exercise in image-text balance
![Page 43: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/43.jpg)
WHATSAPP / SMS
FAMOUS
•find a good sparring partner
•a good exercise in reaction speed
•and in making something out of nothing
•mini-brainstorm
![Page 44: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/44.jpg)
FAMOUS
KEEP IT SHORTLET’S DO THIS
![Page 45: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/45.jpg)
•open Twitter on your device
•get your assignment via @mrTimp
•post 1 tweet using #masterclasscopywriting + @mrTimp
•you have 5 minutes and 140 characters
LET’S DO THIS
FAMOUS
![Page 46: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/46.jpg)
FAMOUS
QUESTIONS?(BUT KEEP IT SHORT)
![Page 47: Keep it short!](https://reader035.vdocuments.mx/reader035/viewer/2022070321/558a26d7d8b42a88578b4593/html5/thumbnails/47.jpg)
TIM DRIESEN
follow me on twitter: @mrTimpcheck our work: www.famous.be