Often, when we walk into a business meeting and tell executives that we are copywriters at Allegoro Communications, we find ourselves having to battle raised eyebrows, scratching chins, and glazed eyes.
Right off the bat, they understand that we are writers of some sort, but “what is copy”, they ask.
Imagine these two scenarios:
At 7 am on Monday morning, Mr. Smith, sharply dressed in his blue three-piece bespoke suit picks up the daily paper from the newsstand below his office building, or logs into his New York Times account on his iPad. He takes the elevator to the top floor and walks into his corner office. He is excited for the day to get started, to start knocking off all those meetings, and to-do’s on his list.
He finds his sweet spot in his burgundy leather cigar chair. The one thing that gets him revved up for the 12-hour day ahead is catching up on all the newsmakers that have made it into the papers that day before he starts tackling his emails.
As he starts to scan through the news, he is met with nothing but images.
Hi-resolution images of different sizes; image advertisements of different products, of different brands, of different services; images of graphic crime scenes that rocked the city or world, images of celebrities and politicians doing their “THING”.
Nothing but beautiful, brightly coloured, provocative images bombard him as he scans page after page of that newspaper.
No Words. Just Images.
Image after image after image after image. Not a single word. Not a single alphabet in the 12-page newspaper.
Even in today’s image-driven society, reading a newspaper displaying page after page of images without any words will become pretty boring, pretty fast. Not to mention, Mr. Smith is about to start the day with an image overload, irritated and unfulfilled.