I have been constantly raising my voice that a genre called 'casual literature' does exist…
Art of Copywriting
Yes, I am the worst copywriter! Fake praise is one the things that will always remain on the top of my list that bears a title ‘THINGS I CANNOT DO’. The thing which I don’t endorse, I cannot praise that. I don’t like smoking and you say me to write a copy appreciating this particular brand, I will never do that. Rather, I like giving my opinion; an opinion has the liberty of weighing pros and cons. Unlike a copy, an opinion will not rant about Mr A being the best citizen of the country. It will say Mr A is good and he has a certain vice in him as well! So, go ahead and call me the ‘worst copy writer’. I will settle with that as a compliment to my honesty, not otherwise.
Copywriting as an art has emerged in the recent decade. With an acceleration in the PR management and online brand building, copywriters have their honeymoon period going on. Digital branding has become the inevitable part of a business as well as a celebrity or public figure. These days, people weigh you in the terms of your position in google search result and facebook likes. So, my friend, you will have to cope with copywriters and pay them to write ‘flowery’ terms in your praise. You can also approach any PR agency (please don’t take advice on this from Rahul Gandhi) for your ‘bradn management’ of doing this Herculean task yourself if you have the art of ‘expression’. By art of expression, I don’t mean expressing your views about yourself. It means, in the digital terminology, posing someone else and looking at you with a different pair of eyes than yours. The pair of eyes that you use, must be positively charged and not see anything that’s bad about you. This is the quality that makes you a good copywriter. In simple terms, put your ethics aside when you take up this job. While I am contemplating retirement from this ‘unethical’ job, I should not discourage you. So please, go ahead and type on your keyboard the praises of some ‘unworthy’ candidate. I am scared to imagine those people who are in the social media team of Samajwadi party or Lalu’s Janta Dal!