SPECIAL ISSUE MARCH 8
A word more than a thousand images
A word is worth a thousand pictures
They say that a picture is worth a thousand words, the funny thing is that you have to use words to formulate this idea, right?
The advertising copywriter, scriptwriter and professor of creativity at the Universitat Oberta de Catalunya (UOC), Jordi Caballé May, states in this book that the world is much better explained with words because they suggest, argue and seduce.
He points out that creativity is not innate and that in the same way that we can work the muscles of the body, we can train the brain to think creatively in order to write better texts that connect with our audiences.
Writing seems a simple task: we need a clear idea, choose concise words and follow the basic structure of subject, verb and predicate. However, if we want our texts not only to inform, but also to generate a reaction in those who read them, this is not enough.
Do we know how to write an email that communicates accurately? Or a short but powerful tweet? Can we write a social media text that captures the attention of your audience? A letter that excites? How about a newsletter that arouses interest? Or a WhatsApp message that is clear and elicits a response?
That's what this book is all about, because one way to improve our writing is to take a cue from copywriting. Although this style of writing is mostly used for commercial purposes, the techniques it employs can help us write more effectively in various areas of our lives, both professional and personal.
It is not the same to expose as to surprise, to inform as to convince, or to suggest as to provoke reflection. Each objective requires a different approach and this is key to connect with our audience, because to generate impact it is not enough to write, but it is crucial to do so with a clear intention.
The difficult thing is not to write for different media or digital environments, the difficult thing is to write good texts with a specific purpose: to connect with those who read them.
And Jordi Caballé May's book makes it a little easier.
BIOGRAPHY
Jordi Caballé May is a copywriter, scriptwriter and creative political communication consultant.
He has a degree in Sociology and Advertising and Public Relations from the Autonomous University of Barcelona (UAB) and a diploma in Entertainment and Humor Program Writing from El Terrat - Pompeu Fabra University (UPF).
With twenty years of experience as a copywriter, he has worked at the advertising agencies Ogilvy, Dec BBDO, Alicia and has been creative manager at Time Out. As a scriptwriter, he has worked in the programs El foraster (TV3), El búnquer (Catalunya Ràdio), Helvètica (La2), and El Jueves, among others.
He has been communications advisor to the vice-president of the Generalitat de Catalunya and to the Consellera d'Igualtat i Feminismes. He teaches advertising copywriting, creativity and entertainment and humor scripts at various universities.
jordicaballe.com
https://jordicaballe.com/index_es.htm
Other reading recommendations:
-Book: "Liderazgo ético" by Alfred Sonnenfeld
-Book: "La salud de tu Marca" by Alba Costa
-Book: "Neurocomunicación y Neuromarketing. Nuevos escenarios y tendencias" by Ubaldo Cuesta, Almudena Barrientos-Báez & Victoria Cuesta Díaz.
- Book: "Ciudad Libertad" by Salvador Gómez Valdés.
- Book: “Diálogos Posdigitales” by Carmen Marta-Lazo & José Antonio Gabelas-Barroso.
- Book: “Giddens. Más allá de la Comunicación” by Almudena Barrientos-Báez & David Caldevilla-Domínguez.
*The RLCS Reading Corner was created as part of a transfer activity of the CONCILIUM group (931.791) of the Complutense University of Madrid, “Validation of models of communication, neurocommunication, business, social networks and gender”.
