A Quote by Jerry Della Femina
There's still a place for someone to come up with a strong headline, some copy in a commercial that's well written. I'm not saying it was better in the old days; it's just a totally different way of communicating.
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What good is all the painstaking work on copy if the headline isn't right? If the headline doesn't stop people, the copy might as well be written in Greek.
I have very talented art directors in my agency who start out telling me, 'Well, this is what the picture is... ' I ask, 'Well, what's the headline?' and they say, 'We haven't done that yet, but it looks this way.' But I'm still writing copy, almost every day.
On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.
Northern Ireland still suffers from its past, and it will take generations to escape sectarianism and for violence to end totally. Nonetheless, it is in a different place now than during the Troubles, and it will not go back to the old days.
A lot has been written and said about why he was so great, but I think the best way to appreciate his greatness is just to go back and play some of the old records. Time has a way of being very unkind to old records, but Elvis' keep getting better and better.
Some people we know in our lives come up to a crossroads, and they could go left or right, and then end up in a totally different place.
Copy is not written. If anyone tells you ‘you write copy’, sneer at them. Copy is not written. Copy is assembled. You do not write copy, you assemble it. You are working with a series of building blocks, you are putting the building blocks together, and then you are putting them in certain structures, you are building a little city of desire for your person to come and live in.
Some people have been listening to the Beatles their whole lives; I didn't discover them until I was 18 years old. As a result, I'm still very affected and moved by their music - maybe in a way that's different from someone who grew up around it.
I sometimes wish desperately that I could write like someone else, be someone else. No one particularly. Just if I could put the pen down on paper and suddenly come out in a totally different way.
The BBC is very much in thrall to all this techno cross-fertilisation, in much the same way that print journalists are now encouraged to blog. To the point where there is an emerging breed of sub-editors who take perfectly well-written and punctuated original copy and rewrite it so that it resembles a text message written by a 14-year-old under the influence of Bacardi Breezers.
We live in this society where you must constantly be reinventing yourself. The big question is what are you doing next. The only thing they want is composed of these three elements: They want you to do it the exact same way because they want more of it; but they want it to be totally different; and they want it to be better. That's all you have to do. You just have to do something that's exactly the same, totally different, and better.
In these days the young folks is all copy-cats, 'fraid to death they won't be all just alike; as for the old folks, they pray for the advantage o' bein' a little different.
There's something very touching to me about someone almost communicating to themselves in some way - trying to come to some deeper understanding of yourself and having compassion for yourself.
There is still so much room for me to get better. Everyone in this sport evolves so quickly. You could take six months off and come back to a totally different game. That's why I'm always in the gym working. Even if I don't have a fight lined up, I'm still in there working to improve my overall game.
If you look at items of clothing like denim or polo shirts, they came from someone else's idea and everyone now makes them, but even so, I sometimes want to buy into the newer thing because it looks good or whatever. I mean, I copy many things - almost everything I do could be called a copy in some way. But I copy with a certain respect. I have a high regard for the original, and so I want to put my twist onto that. It's just like sampling music - when it's done well, the new work communicates a respect for the original source material.
I never thought I would see it. I’m not saying it’s not possible. I’m not saying it didn’t happen. I don’t know. There’s a lot of guys getting picked on (in the locker room). Some handle it well, some don’t handle it as well. I’m not saying it’s right, and from a locker room sense or from a team sense, I’m not saying it’s wrong. It’s just the way it is.
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