Editor's note: For our First-Ever MarketingProfs Essay Contest, we asked, "How could the MarketingProfs B2B Forum make you a better marketer?" Here's the essay that captured our attention (and won the writer a free trip to the Forum).
Being a copywriter used to be so simple.
I once read about a Mad Men-era copywriter named Terry Lovelock. When Terry was working on the re-launch of the Heineken beer brand, despite having months (yes, months) to come up with concepts, he didn't have a single idea. So, what did Terry do?
Did he invite some creative colleagues to a balls-out-beer-branding brainstorming session?
Did he lock himself in a room with a sheaf of crisp, white paper, a dozen No. 2 pencils, and a flinty resolve to birth some sweet word babies?
Nope. Terry hopped a plane to Morocco on the agency dime, where he proceeded to drink beer and shop. Finally, two lines came to him in his sleep, one of which Heineken used well into the 21st century: Heineken refreshes the parts other beers cannot reach.
In case you are keeping track, that's eight words. Eight.
You're probably wondering why I chose to start an essay that is meant to articulate why I deserve to attend a B2B marketing conference with a B2C anecdote. Here's the thing: Whether I am marketing to an IT decision-maker choosing enterprise software or a hipster choosing an Instagram-worthy place to brunch, both audiences are undeniably human. And the meteoric rise of mobile, Internet, and social has changed the way humans make decisions.