Sunday, April 15, 2007

Inklings of a Fine Mind: Walter Bureck

Inklings, the Copywriter's Blog, Walter Bureck's ongoing exploration of the noble and naked truths of copywriting. His quotes from the greats are square meal deals in themselves. Just one a fine example is Bill Bernbach's famous letter, excerpted below:

In the past year I must have interviewed about 80 people – writers and artists. Many of them were from the so-called giants of the agency field. It was appalling to see how few of these people were genuinely creative. Sure, they had advertising know-how. Yes, they were up on advertising technique.

But look beneath the technique and what did you find? A sameness, a mental weariness, a mediocrity of ideas. But they could defend every ad on the basis that it obeyed the rules of advertising. It was like worshipping a ritual instead of the God.

Genuine creativity will never be a commodity. It's damned hard work to do it well, and it makes your brain ache. 90 percent of writing is the not-writing, brain bleeding foreplay. Another gem from Walter's site:

“Writing is easy; all you do is sit staring at a blank sheet of paper until the drops of blood form on your forehead.”

- Gene Fowler

Well done. A new favorite.

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