Jay is one of the Creative Identity Group associates and passed along some ideas on his style of writing creative copy… 

I write every ad unto itself. Sometimes characters setting a scene works, sometimes testimonial style works, sometimes a single announcer works, other times, two announcers work, to try and pigeon hole EVERY ad into the same hole makes them all start to sound like the Radio Ranch…EVERY ad that comes out of that place sounds like a comedy sketch, in fact if you line them all up they sound like the same comedy sketch: Dufus guy does dufus thing, and smart lady corrects him only to have sensible announcer round the whole thing out. There is nothing wrong with that formula only that NOT every ad falls into that arena.

Big name talent would say it takes the right voice! On some level that’s true, but I’ve made the worst AE and Receptionist sound reasonably good with some decent coaching because the script was excellent.

Each approach is different. What they do ALL say that I agree with is that the client’s message needs to be individual and succinct, not WE SELL EVERYTHING…BLAH BLAH BLAH…et cetera

Have a great Morning!

Justin Kaiser
Creative Identity Group