Wednesday, December 09, 2009

Cool copy.

Cool means different things to different people.

It's nearly impossible to use "cool" as a standard for creating or judging advertising as everyone will have a different point of view.

I might think turquoise bolo ties are cool (I don't!), you might think Ed Hardy ties are cool (they're not!), someone might think a.p.c. ties are cool (they are!) and someone else might think not wearing a tie is cool (depends).

I write for Apple and I think Apple products are cool. Apple ads appeal to people like me and convert people like me from PC users into Apple users. But most of the planet does not think Apple is cool enough to buy it or use it. At least not yet. So "cool" may also limit your target audience.

If a product is useful to consumers, they will decide if its cool or not. I don't think the manufacturer or ad agency can decide this. So when a client asks me to write "cool ads," I always give them this little speech. It usually works—except when the client is not cool.



Monday, November 10, 2008

Copywriter/CD



10 November 2008

Retirement. Almost as hard to write about as life insurance. 

It automatically evokes images of eerily quiet canned communities, generic brands and way too many pink polo shirts. It doesn't sound like anything that has to do with anyone under the age of 100. Right? Right. 

But while working on WaMu, it became my job to make retirement relatable to people like you and me. Young-ish people who need to sock money away, but can't imagine ever being old enough to actually stop working. 

Here is a simple solution that hit the sweet spot and is now the cover of one of WaMu's 5 key brochures.

Lissa Walker
Copywriter/CD
Los Angeles, CA
www.walkercopywriting.com







Thursday, November 06, 2008

Life insurance can be fun. I swear.

6 November 2008

Imagine finding yourself working on a life insurance ad campaign. Or brochure.

What's  your first instinct—suicide? Me too.

Now imagine working on life insurance for WaMu with its simple, friendly, conversational voice. Instead of scare tactics or sugary cliches, I was charged with finding a lighthearted, aspirational way to approach a rather, uh, deadly subject.

I have to admit, it was fun playing Creative Director/Copywriter on these pieces (see next blog entry) and finding a way to turn the dullest, most depressing product this side of burial plots into something filled with life. (All puns intentional, my apologies.)

Lissa Walker
Copywriter/Creative Director
Los Angeles, CA
www.walkercopywriting.com

Life insurance, part deux.

































Monday, November 03, 2008

From "Whoo hoo" to "Boo Hoo" and back.

3 November 2008


Ok, maybe you've heard: WaMu went bankrupt.

As in the largest bank failure in U.S. history.

As in, I was S.V.P. Creative Director on a 13 million dollar piece of the account for a wonderful little agency in the Silicon Valley—and now I am not.

Anyhoo...

How was I to know that "sub-prime" loans were devil spawn? They seemed like the American Dream made accessible for anyone. Buy a house with no money down? Without having to prove your income? I couldn't wait to get the ads out the door. And when I wasn't working on the ads, I was touting the benefits to anyone who would listen. As smart as I sometimes hope I might be, I had no idea of the consequences.

Who could have ever imagined that a perfect financial storm would take down a bank that's been around over 100 years?

Not me.

Despite the rumors and naysayers, WaMu peeps acted like it was business as usual. We kept cranking out work at a rate that is truly unprecedented in my career. But after Lehman collapsed and AIG started taking government handouts, my team and I began to externalize our angst, writing sarcastic headlines like "We used to give loans. Now we need one. Whoo hoo!" I began to check msnbc.com every 10 seconds for news on WaMu's imminent demise. I knew the happy days were close to an end.

It's tough to see a brand you love dying. Within a few hours of the J.P. Morgan Chase takeover, the WaMu website had been jacked up by a yucky retail-y Chase announcement that violated the brand's voice, look, feel, templates, and color palette. It actually made me a little weepy. And yes, I know that sounds silly, as it is just a brand, not a person—but WaMu was my baby for the last 2 years.

When I first saw the genius brand bible Wolff Olins created, I fell instantly in love. It was friendly, conversational, warm, funny and broke all banking advertising conventions. But for some reason, other creatives didn't find it as easy to interpret, so I wrote a "How to WaMu" guide to help my team get the vibe. Explaining the "do's and don'ts" of the brand in a more expanded, detailed and fun format, it was quite a compliment to find out WaMu relied on my little guide to help train their internal teams and other agencies.

I had many adventures with the brand, many lost weekends deeply entrenched in creating annual reports, trade show booths, email blasts, ad campaigns and the like—and I loved (almost) every second of it.

But now I must bury my baby! It's going the way of J.P. Morgan...and soon all those candy-colored WaMu ads will be replaced by the trillion dollar, stodgy behemoth that is Chase.

So what's next?

Well, contrary to what my hilarious best friend keeps saying, I don't need to repent for single-handedly take down the banking industry with bad advertising. I swear, it wasn't me.

I'm just looking for another brand to call my own.


Lissa Walker
Copywriter/Creative Director
Los Angeles, CA
www.walkercopywriting.com

Saturday, January 27, 2007

Friday, November 10, 2006

Lissa Walker, Copywriter

10 November 2006

After seeing this Bank of America video (link below) I am officially mortified to have ever worked in financial advertising.

Ladies and gentlemen, may I introduce the ruination of our culture:

http://theshermanfoundation.blogspot.com/search?q=one+bank

Lissa Walker
Copywriter
Los Angeles, CA
www.walkercopywriting.com

Wednesday, November 01, 2006

Lissa Walker, Copywriter

1 November 2006

Award-winning copywriting

See great ideas that made the perilous journey from random thought to paper, concept to comp, presentation to production and all the way to the top of the heap. Here are the best award shows. Check 'em and weep.

http://www.clioawards.com/home/

http://andyawards.com/

http://www.oneclub.org/

http://www.ygaward.com/


Lissa Walker
Copywriter
Los Angeles, CA
www.walkercopywriting.com

Lissa Walker, Copywriter

Copywriter vs. Copyrighter.
It’s time the world knows the difference

People wanting to copyright things find me on Google then call to ask: “Do you put the © on things?” Yes. I type © anywhere the world needs it. Come on people! Did you stay home on homonym day? Seriously. If you’re clever enough to create a work of art that requires copyrighting, shouldn’t you be clever enough to know the difference between a copywriter and a copyrighter?

Lissa Walker
Copywriter
Los Angeles, CA
www.walkercopywriting.com

Monday, October 30, 2006

Things I have learned in copywriting so far.

30 October 2006

Mean clients aren’t worth it. Shorter copy is better. Ask too many questions. There is always another idea. Go with your instincts. Listen. Focus groups aren’t always wrong. If the client isn’t sold, chances are no one else will be either. It is only advertising. Copywriting is not brain surgery but it may as well be. You-know-who is in the details. Keep writing until you can’t wait to show the work to everyone you know.

Lissa Walker
Copywriter
Los Angeles, CA
www.walkercopywriting.com

Thursday, September 21, 2006

Lissa Walker, Copywriter

21 September 2006

Now what exactly is an entertainment copywriter?

Someone who understands that if they don’t come to work on Thanksgiving, they shouldn't bother coming to work on Christmas.

Try the veal. I'm here all week.

Lissa Walker
Copywriter
Los Angeles, CA
www.walkercopywriting.com

Monday, September 18, 2006

Lissa Walker, Copywriter



18 September 2006

Watch for Eric Matheny on a series of hilarious new www.NFL.com commercials and next week's CSI: Miami.

Lissa Walker
Copywriter/Wife
Los Angeles, CA
www.walkercopywriting.com

Wednesday, September 06, 2006

Lissa Walker, AKA Natalie Portman, Copywriter

9 September 2006

What do you do when a client confuses you with Natalie Portman?

I never thought I would be asking myself that question. But last week, a new client happened upon this blog. Having never met me, he saw the Natalie Portman photo (below), didn't realize it was a joke, and thought he had hired the sexiest copywriter on Earth.

Poor guy. I couldn't understand why he was being so god damned nice to me. Then it all became hilariously clear.

Anyhoo.

I hooked up a possible love connection between the client (who turned out to possibly be Adonis himself) and one of my many Hottie-Mchothot girlfriends. They're "e-mailing." We'll see what happens.

Yes, another value-added service from the folks at Walker Copywriting.

Lissa Walker
Copywriter
Los Angeles, CA
www.walkercopywriting.com

Wednesday, August 02, 2006

Lissa Walker, Copywriter

2 August 2006

Is it wrong to spend the majority of your time at www.satineboutique.com? Suggestions welcome.

Lissa Walker
Los Angeles, CA
www.walkercopywriting.com

Lissa Walker, Copywriter


2 August 2006

If you're into MySpace, check out my client, Helio.
www.helio.com

Lissa Walker
Los Angeles, CA
www.walkercopywriting.com


Tuesday, August 01, 2006

Lissa Walker, Copywriter

1 August 2006

Obligatory post.

Lissa Walker
Los Angeles, CA
www.walkercopywriting.com

Friday, July 28, 2006

Lissa Walker, Copywriter

28 May 2006

Working with a great little branding agency calls Lunabrands. May have just written the best brand manifesto the world has ever seen. Will publish soon as soon as client okays it.

Lissa Walker
Los Angeles, CA
www.walkercopywriting.com

Monday, July 24, 2006

Lissa Walker, Copywriter



My hilarious and talented art director Ron Pereira had a little fun working on my new website today. Check out his work www.ronpereira.com

Lissa Walker
Los Angeles, CA
www.walkercopywriting.com

Monday, July 17, 2006

Lissa Walker, Copywriter

17 July 2006

What do you do when your friend, an accomplished novelist, equestrienne and redhead is all up in your grill about not blogging? All suggestions welcome.

Lissa Walker
Los Angeles, CA
www.walkercopywriting.com

Thursday, June 22, 2006

Lissa Walker, Copywriter

Thinks like an MBA. Writes like an SOB.

Lissa Walker
Los Angeles, CA
www.walkercopywriting.com

Tuesday, June 20, 2006

Lissa Walker, Copywriter

20 June 2006

I'm a lax blogger. But I'm back.

Currently writing website copy for Helio, the latest venture from Earthlink founder Sky Dayton. Check it out www.helio.com. It's like a little laptop in your pocket. Very much love.

Lissa Walker
Walker Copywriting
www.walkercopywriting.com

Monday, May 01, 2006

Lissa Walker, Copywriter

1 May 2006

I had previously left this blog entry empty, with only a date and signature. I called it minimalism. Others called it lazy. So there.

Lissa Walker, Copywriter
Los Angeles, CA
www.walkercopywriting.com

Saturday, April 29, 2006

Lissa Walker, Copywriter

29 April 2006

Discovered an adorable young writer named Jenny Good. Like me, she is a redhead, so of course I am required to love her. Her new book "A Very Good Guide to Raising a Father" is launching this Father's Day, 2006. Read about it at www.purpleboxpress.com then run right out and pick up a copy at Barnes & Noble, Wal-Mart or Nordstrom. Buy it so she gets rich and gives me lots of money. : )

Lissa Walker, Copywriter
Los Angeles, CA
www.walkercopywriting.com

Thursday, April 27, 2006

Lissa Walker, Copywriter

27 April 2006

"Don't interview Lissa Walker. Don't review her portfolio. It would only be a waste of your time. Just hire her. You can thank me later." This is what my client Jim Bauserman, founder of The Bauserman Group said about me. www.thebausermangroup.com

Love ya' Jimmy.

Lissa Walker, Copywriter
Los Angeles, CA
www.walkercopywriting.com

Wednesday, April 26, 2006

Lissa Walker, Copywriter

26 April 2006

May be experiencing brain damage from the project I am writing (can't say what it is - client would kill me). Hopefully the agency and I will come out alive. : )

Lissa Walker, Copywriter
Los Angeles, CA
www.walkercopywriting.com

Monday, April 24, 2006

Lissa Walker, Copywriter

24 April 2006

Hi.

Lissa Walker, Copywriter
Los Angeles, CA
www.walkercopywriting.com

Sunday, April 23, 2006

Lissa Walker, Copywriter

23 April 2006

It's hard to concentrate on my work when the new "oversized, white and right for spring" Yves St. Laurent Muse bag is all I can think about. Victimized, once again, by one of my own; a copywriter!

Lissa Walker, Copywriter
Los Angeles, CA
www.walkercopywriting.com

Saturday, April 22, 2006

Lissa Walker, Copywriter

22 April 2006

If you're looking for a great copywriter, you've come to the right blog. (Yep, another shameless attempt to re-instate myself at the top o' the Google heap. I really hate being #3.)

Lissa Walker, Copywriter
Los Angeles, CA
www.walkercopywriting.com

Friday, April 21, 2006

Lissa Walker, Copywriter

21 April 2006

A Creative Director at Campbell-Ewald (www.cecom.com) called today wanting me to freelance on a big project. Nice. But not as nice as writing at home, in my sweatpants and Uggs. This is like Sophie's Choice.

Lissa Walker, Copywriter
Los Angeles, CA
www.walkercopywriting.com

Thursday, April 20, 2006

Lissa Walker, Copywriter

20 April 2006

I am writing a new campaign for Full Circle Wireless, my booming client. In late 2004, they contracted me to brand, position and market their new company. Now they have outgrown 2 office spaces and are America's #1 Wireless Equipment Buyers. They buy used wireless devices (Blackberries, Treos, etc.) from companies (like Disney) and individuals (like you) and recycle them for parts or for overseas markets. In case you didn't know...cellies and PDAs are loaded with toxic chemicals and pollute our landfills, so don't trash them Sell them instead. Check out my great client @ www.fullcirclewireless.com

Lissa Walker, Copywriter
Los Angeles, CA
www.walkercopywriting.com

Tuesday, April 18, 2006

Lissa Walker, Copywriter

18 April 2006

Writing gazillions of headlines for a new STAR Extra Virgin Olive Oil ad. Sometimes I feel like a vending machine. Most of the time I feel like I genius. : )

Lissa Walker, Copywriter
Los Angeles, CA
www.walkercopywriting.com

Monday, April 17, 2006

Lissa Walker, Copywriter

16 April 2006

For once, I am speechless. Some call it writer's block. Feels more like writer's neighborhood.

Lissa Walker, Copywriter
Los Angeles, CA
www.walkercopywriting.com

Saturday, April 15, 2006

Lissa Walker, Copywriter

15 April 2006

Working with the award-winning designer Jamie Graupner (www.brand33.com) to renovate www.walkercopywriting.com; as right now it makes me throw up in my mouth. Hopefully by the end of May 2006, my site will no longer be the web equivalent of a 50-year-old guy with a receding hairline and a sad little gray ponytail.

Lissa Walker, Copywriter
Los Angeles, CA
www.walkercopywriting.com

Thursday, April 13, 2006

Lissa Walker, Copywriter

13 April 2006

Just saw the final edit of a :30 PSA I wrote for "Youth for Human Rights,"
(www.youthforhumanrights.org) a non-profit which teaches human rights to young people.

Thanks to genius overachiever, 21-year-old director Taron Lexton, (www.txlfilms.com) and aides-de-camp Eric Matheny (www.imdb.com) and Evan Walker (www.myspace.com), the commercial made me cry. Or did I make me cry? Either way, it's that rare moment in advertising when your concept travels from your head to the world exactly as envisioned. Halleluljah, right on, get down, down, down, down!

Lissa Walker, Copywriter
Los Angeles, CA
www.walkercopywriting.com

Wednesday, April 12, 2006

Lissa Walker, Copywriter

Lissa Walker, Copywriter

12 April 2006

Seems there is controversy about my new campaign tagline: "Thinks like an MBA, writes like an SOB". Three grammarhead sharks emailed to say "an" is only used before a word that begins with a vowel. Yeah, I attended third grade too, dorkupines.

How about the colloqual use -- I dashed back. How about Apple's "Think Different" campaign? Did you write Steve Jobs to tell him it should be "Think Differently?"

Yawn, stretch, yawn. I am so very tired of those stragglers who still don't understand how right I always am. : )

Lissa Walker, Copywriter
Los Angeles, CA
www.walkercopywriting.com

Tuesday, April 11, 2006

Lissa Walker, Copywriter

Tuesday 11 April 2006.

Life at www.walkercopywriting.com is a barrel of headlines.

Lissa Walker, Copywriter
Los Angeles, CA
www.walkercopywriting.com

Monday, April 10, 2006

Lissa Walker, Copywriter

10 April 2006

Hi. This is a shameless attempt to increase my Google ranking from 3 to 1. You can check out samples of my work at www.walkercopywriting.com

Lissa Walker, Copywriter
Los Angeles, CA
www.walkercopywriting.com