24 {{ upvoteCount | shortNum }}
24 {{ upvoteCount | shortNum }}

Crowdsourced copywriting

by RickDuris
17 replies
This should be fun:

Help us craft our copy!

- Rick Duris
#copywriting #crowdsourced
  • Profile picture of the author Cam Connor
    Originally Posted by RickDuris View Post

    This should be fun:

    Help us craft our copy!

    - Rick Duris
    Is that where you got the idea for bullet points for your Walmart on Black Friday report? I think it has merit, interesting idea... I don't drink, so I don't fit in with their target market, but oh well.
    {{ DiscussionBoard.errors[9459472].message }}
    • Profile picture of the author RickDuris
      Originally Posted by Cam Connor View Post

      Is that where you got the idea for bullet points for your Walmart on Black Friday report? I think it has merit, interesting idea... I don't drink, so I don't fit in with their target market, but oh well.
      No, I actually got watching prelim videos for the upcoming Titans event. It seems Gene Schwartz used to pay someone to write bullets for him. Paid a buck a piece. So I decided to try it.

      - Rick Duris


      Signature
      {{ DiscussionBoard.errors[9459486].message }}
  • Profile picture of the author RickDuris
    Here's a guy who's pretty pissed off by it:

    Why crowdsourcing is wrong

    Should lump this guy in with:

    Why Fiverr is NOT killing the design industry | Copywriting is Art
    Signature
    {{ DiscussionBoard.errors[9459499].message }}
    • Profile picture of the author ArtCopywriter
      Originally Posted by RickDuris View Post

      Here's a guy who's pretty pissed off by it:

      Why crowdsourcing is wrong

      Should lump this guy in with:

      Why Fiverr is NOT killing the design industry | Copywriting is Art
      Hi Rick,

      Thanks for posting my article! I've been lurking around Warrior Forum for a little while ago and your nudge has led me to (finally!) sign up.

      Actually, I'm not against Brewdog's campaign. I've even submitted an entry myself! Here's why:

      I think crowdsourcing the content for their labels is potentially going to result in a haphazard mishmash of ideas that don't come together in any meaningful way. BUT in my experience, beer labels rarely do that anyway.

      Microcopy like that is damned if it does, damned if it doesn't. If it talks about the oaky notes and raspberry hints in the beer, people will say it's pretentious. If it talks about abstract concepts and metaphors, people will complain it doesn't tell you anything about the beer.

      While I am against cheap copy, I'm not necessarily against crowdsourcing 30 words here and there for a little campaign that I don't truly believe is taking a job away from a qualified copywriter.

      Just my two cents

      Thanks again for linking and I'll hopefully see you all around the boards!
      {{ DiscussionBoard.errors[9460122].message }}
      • Profile picture of the author RickDuris
        Originally Posted by ArtCopywriter View Post

        Hi Rick,

        Thanks for posting my article! I've been lurking around Warrior Forum for a little while ago and your nudge has led me to (finally!) sign up.

        Actually, I'm not against Brewdog's campaign. I've even submitted an entry myself! Here's why:

        I think crowdsourcing the content for their labels is potentially going to result in a haphazard mishmash of ideas that don't come together in any meaningful way. BUT in my experience, beer labels rarely do that anyway.

        Microcopy like that is damned if it does, damned if it doesn't. If it talks about the oaky notes and raspberry hints in the beer, people will say it's pretentious. If it talks about abstract concepts and metaphors, people will complain it doesn't tell you anything about the beer.

        While I am against cheap copy, I'm not necessarily against crowdsourcing 30 words here and there for a little campaign that I don't truly believe is taking a job away from a qualified copywriter.

        Just my two cents

        Thanks again for linking and I'll hopefully see you all around the boards!
        Hey, it's cool. Actually, I could give a care either way.

        If companies see value in doing it, not a problem. If creatives see value in submitting ideas and work product, who am I to say otherwise?

        It's done all the time in the entertainment industry. 90-page scripts written totally on spec are the norm.

        I've submitted stuff to a few contests myself over the years.

        Back in about 1975, I submitted a COBOL software program to a company as part of contest. I was about 15. I won a scholarship.

        I know what a contest can do for a career. I have only one caveat, conduct the contest as you've laid out the rules. Pay out the prize. Let there be transparency. If it's a cash prize, put up the money in escrow so everyone can see it

        Too many times, companies are quick to launch the contest but haven't thought things through.

        Around WF, contests get a well-deserved bad rap. Because there's a history of not paying out.

        Welcome and glad to have you around, ArtCopywriter.

        - Rick Duris

        PS: http://www.adweek.com/adfreak/meet-h...rk-free-159579




        Signature
        {{ DiscussionBoard.errors[9460474].message }}
      • Profile picture of the author Mark Pescetti
        Originally Posted by ArtCopywriter View Post

        I think crowdsourcing the content for their labels is potentially going to result in a haphazard mishmash of ideas that don't come together in any meaningful way. BUT in my experience, beer labels rarely do that anyway.
        I've been the paid-hand when a company does crowdsourcing. I love it. Free ideas. Mostly bad. But some that can really help.

        It's the new test group.

        We just don't have the same kind of window into the room.

        Mark
        Signature

        Do you want a 9 figure copywriter and biz owner to Write With You? I'll work with you, on zoom, to help write your copy or client copy... while you learn from one of the few copywriters to legit hit 9 figures in gross sales! Discover More

        {{ DiscussionBoard.errors[9461027].message }}
  • Profile picture of the author JohnRussell
    Somedays I feel like it's crowdsourced anyway.

    After I turn it in, the copy chief has a go.

    Then the editor and the publisher.

    I think sometimes they grab the janitor too to get his input if he's nearby.

    Oh..and don't forget about the publisher's spouse...
    {{ DiscussionBoard.errors[9459534].message }}
    • Profile picture of the author Mark Pescetti
      Originally Posted by JohnRussell View Post

      Somedays I feel like it's crowdsourced anyway.

      After I turn it in, the copy chief has a go.

      Then the editor and the publisher.

      I think sometimes they grab the janitor too to get his input if he's nearby.

      Oh..and don't forget about the publisher's spouse...
      What about Bob?

      Who's Bob?

      "He thinks it's too salesy. He thinks it should just say blah blah blah. I think he might be right"

      "Really? Is Bob in advertising?"

      "No, he's just a friend."

      "Oh, okay. Has Bob helped you out before?"

      "Yeah, he helped us with our last labels."

      "Interesting. But didn't those fail?"

      "Yeah, but we all liked them. They were simple. We dig that look and feel."

      "I see. But didn't you hire me because Bob's advice didn't work last time?"

      "Well... yeah... but he's got a good eye for this stuff."

      "Hmmm.... got it."

      On the beer labels...

      I like them. Didn't really look long enough to see what I'd change. But they're different enough from the bottles on my fridge and would stand out.

      Maybe they just need to get better distribution. So more people see these labels first? Just saying.

      Are they as good as Speakeasy's Beers out of SF? No.

      Mark
      Signature

      Do you want a 9 figure copywriter and biz owner to Write With You? I'll work with you, on zoom, to help write your copy or client copy... while you learn from one of the few copywriters to legit hit 9 figures in gross sales! Discover More

      {{ DiscussionBoard.errors[9459557].message }}
      • Profile picture of the author JohnRussell
        Originally Posted by Mark Pescetti View Post

        But they're different enough from the bottles on my fridge and would stand out.
        Remind me to bring my own beer when you invite me over for a shindig.
        {{ DiscussionBoard.errors[9459565].message }}
        • Profile picture of the author Mark Pescetti
          Originally Posted by JohnRussell View Post

          Remind me to bring my own beer when you invite me over for a shindig.
          They're empty bottles. I collect them.

          They're divided into Stouts, IPAs, Ales, Porters, Ginger, Lagers, Belgium... etc.

          I will say...

          After all these years, Old Rasputin is still my go-to-beer after a long day of writing.

          Signature

          Do you want a 9 figure copywriter and biz owner to Write With You? I'll work with you, on zoom, to help write your copy or client copy... while you learn from one of the few copywriters to legit hit 9 figures in gross sales! Discover More

          {{ DiscussionBoard.errors[9459574].message }}
    • Profile picture of the author NickN
      Originally Posted by JohnRussell View Post

      Somedays I feel like it's crowdsourced anyway.

      After I turn it in, the copy chief has a go.

      Then the editor and the publisher.

      I think sometimes they grab the janitor too to get his input if he's nearby.

      Oh..and don't forget about the publisher's spouse...
      I once had a client whose daughter was an English teacher. He said he would have her review my copy.
      Signature

      {{ DiscussionBoard.errors[9460726].message }}
      • Profile picture of the author angiecolee
        Originally Posted by NickN View Post

        I once had a client whose daughter was an English teacher. He said he would have her review my copy.
        As long as she's only checking for typos, OK.

        Change one word sweetheart, and we'll have words.
        Signature

        Aspiring copywriters: if you need 1:1 advice from an experienced copy chief, head over to my Phone a Friend page.

        {{ DiscussionBoard.errors[9460956].message }}
        • Profile picture of the author ThePromotionalGuy
          Yeah Angie,

          It will go something like this:

          "You changed WHAT? OH HELL NO, BITCH!"

          Originally Posted by angiecolee View Post

          As long as she's only checking for typos, OK.

          Change one word sweetheart, and we'll have words.
          {{ DiscussionBoard.errors[9461049].message }}
        • Profile picture of the author NickN
          Originally Posted by angiecolee View Post

          As long as she's only checking for typos, OK.

          Change one word sweetheart, and we'll have words.
          If I remember right, I think there was a sentence they wanted to change. It irked me, but it wasn't anything major. I just went with it.

          /derail
          Signature

          {{ DiscussionBoard.errors[9461154].message }}
  • Profile picture of the author JohnRussell
    I'm Canadian. We have 2 kinds of beer - warm and cold.

    We don't collect the bottles on the fridge.

    We have a mantra about that which you can hear in a Nickelback song...

    "If we take 'em all back, we can buy some more..."
    {{ DiscussionBoard.errors[9459578].message }}
  • Profile picture of the author RickDuris
    Here's another guy who doesn't like crowdsourced creative work:

    http://www.adweek.com/files/imagecac...ion-2014_0.png
    Signature
    {{ DiscussionBoard.errors[9459599].message }}
    • Profile picture of the author Cam Connor
      Originally Posted by RickDuris View Post

      Here's another guy who doesn't like crowdsourced creative work:

      http://www.adweek.com/files/imagecac...ion-2014_0.png
      Yea, I think it can definitely be good... especially in other markets. Trada for example (crowdsourced PPC) was doing very well last time I checked (Google invested in them).

      It probably won't beat just hiring one Copywriter to do everything if they're at your caliber though.
      {{ DiscussionBoard.errors[9459929].message }}

Trending Topics