Lyrics: Copywriting Set to Music
Like great copywriting, great lyrics will make you pay attention.
Come mothers and fathers throughout the land,
And don’t criticize what you can’t understand.
Your sons and your daughters are beyond your command.
Your old road is rapidly aging.
Please get out of the new one if you can’t lend your hand
For the times they are a-changin’
That’s from The Times They Are a Changin’ by Bob Dylan — whose lyrics were and are so powerful that he was awarded the Nobel Prize for Literature.
Interesting conversation starter about that lyric:
He placed mothers ahead of fathers. Keep in mind that this song came out in 1965 when society was still patriarchal. So to put mothers before fathers was a big deal, especially for a generation that had spent the past 20 years protecting an American ideal that was being questioned by a guy with a guitar who couldn’t sing.
A copywriter, has the benefit of crafting a messages to convey exactly what he or she wants to say in just the way they want to say it. They meticulously consider every word, punctuation mark and line break. They vet and re-vet every argument. And if they find ourselves off topic, they delete and refocus.
Smart businesses seek out the services of a copy editor because everyone in a company can use a second set of eyes.
We build revision cycles into our copywriting quotes because we expect client feedback. We like to think we provide our clients with the best ways to phrase their messages, but they’re certainly not the only ways. And because our clients (a) know better than we do what they want and (b) know their business better than we do until we’ve been working with them long enough, their feedback is tremendously valuable and almost always makes the work better.