slide into the voice

‘Twas exactly a year ago almost – late June 2016 – I began writing for my biggest brand to date – which was also my first venture into describing sporty apparel. I thrived on the challenge of inhabiting a new voice… while infusing my own soft-sell esprit into the equation. {Right-click the above and below screenshots for a closer read.}

crop-hoodie

From time to time in my peregrinations about Portland, Oregon, I’ll spot a woman – at an art exhibit reception or pushing a stroller on a neighborhood sidewalk — clad in an adidas/Brazilian FARM collaboration track jacket or hoodie. I want to tell her, “I sold you that!” (And yet, like a true gentleman, I curb this impulse… remaining forever an anonymous yet influential scribe.)

View other scintillating samples of my product copy & taglines here…. http://cargocollective.com/thompsoncopywriter/adidas-Originals

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banner waves

From the department of Recent Work: banner ads for a retailer of floor lamps & outdoor light strands.

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drive, he said

2015 Challenger vertical

After having diligently marketed my intimate, soft-sell, evocative approach to lifestyle branding in jewelry, watches, and home décor, it may or may not lift an eyebrow or two to learn that I also write copy for such testosterone-forward items as Jeeps, muscle cars, and sporty automotives along the Alfa Romeo line.

And yet, it’s true.

A good copywriter has the dexterity to tackle almost any topic and inhabit the realm of your target consumer.

2014 Jeep Wrangler

Once upon a time, however, a creative director in Portland (or was he merely a content manager?) said to me: You write about fashion; you couldn’t possibly understand how to relate to high-tech products. Au contraire. There’s a lot more method acting involved in copywriting than anyone realizes. I’ve haven’t driven any of these cars, I haven’t gone mud-bogging in a Wrangler, and I haven’t worn kate spade jewelry either.

Research, imagination, empathy: along with impeccable grammar, these are an effective copywriter’s stock-in-trade. Writing words that sell isn’t about belonging to a particular demographic, as so many hiring managers wrongly assume. One needn’t be a fashionista or a tech nerd or an off-road, high-octane enthusiast in order to write believably about products that appeal to each and every specialized niche.

I expressed as much to my “friend.” But poor Briggsy, he just didn’t… get it.

Alfa Romeo full page

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Something for Seiko

diverTake to the ocean blue with the rugged yet stylish Seiko Men’s Digital Diving Titanium Alloy Computer Watch. Water-resistant to 330 feet (100 meters), this watch features an illuminated digital display of hour, minutes, and seconds as well as calendar day, month, and date on a gray dial. A black rubber strap with a secure buckle clasp connects to a metal case of scratch-protective mineral crystal. The silver outer bezel lets you access the watch’s many computer functions, including Nitrox diving and dive log data, countdown and destination timers, alarms for ascent rate, maximum depth, and more. This model also provides the precision of Japanese quartz movement, plus a sturdy Seiko storage box for when you’re back on dry land.

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