Copywriter and Marketing Consulting? That’s two, two, two Walts in one!

Brainstorming, Copywriting, Marketing Consulting

waltnow-walltjaschek-in-front-of-whiteboard

Hi. I’m Walt Jaschek, copywriter and marketing consulting based in St. Louis, Missouri. Back in the 1960s, the candy Certs assured us in advertising it was “two, two, two mints in one!” I’ve paraphrased that for the Walt Now Copywriting & Consulting slogan: “Two, two, two Walts in one!”

Yes, I’m a marketing consultant and planner, for great brands near and far, leading messaging and ideation sessions, live or remote, often using my Prospect-Based Brainstorming Processes.

But, unlike many consultants, I can actually write – taking the ideas generated in brainstorms and crafting truly memorable copy, scripts and content. See samples in my Copywriting Portfolio.

The combination has led to many happy clients, for which I am grateful.

So decide which Walt you need: Consultant? Copywriter? Both? Cool. Let’s pop a Certs and go!

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It Is To Laugh: Funny Radio Commercials Tickle Listeners in their Hearts. Via their Ears.

Humor, Radio Advertising

the simpsons laughing

Ah, funny radio commercials! Bless their “break-through-the-clutter” hearts! On radio, listeners (and advertisers) love the funny: well-performed, relatable humor stands out, gets remembered, and earns love returned to the advertiser’s brands, products and shows.

Though Walt Jaschek has written copy for many media, for a long stretch he and his frequent collaborator Paul Fey hit a sweet spot with assignments for hundreds of funny radio spots for national entertainment brands: CBS-TV, Warner Brothers, 20th Century Fox and others. We were known as Paul & Walt Worldwide then, and the work included award-winning spots for the national, syndicated roll-out of a show starring the folks in the illustration above.

Ready to have your ears tickled? Turn up your speakers and hear eight of our funny radio commercials on our Projects page. Warning: if you’re at work, you very well might chortle. 

Image © 2017 20th Television. The Simpsons created by Matt Groening. Props 4ever, Matt.

Taglines Don’t “Tag.” They’re the Engines of Brand Messaging, Not the Cabooses.

Brand Storytelling, Taglines

photo-trainengine

Taglines don’t “tag” your brand messaging. When done well, they lead it, crystalizing your brand story, unifying it, and inspiring all other messaging to come. Who benefits? Your customers, your prospects, your employees, your stakeholders: by giving them a way to remember your story, and even repeat it.

In our Projects section, you can see some of the many taglines Walt Jaschek has written for brands big and small. The campaigns they launched are roaring down the track.

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The Golden Adventures of Brett Hull: Branded Entertainment in Comic Books

Branded Entertainment, Comic Books, Promotion

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Walt Jaschek says this is the “single favorite consulting and copywriting project of his career.” It’s  a three-issue comic book mini-series starring Brett Hull of the St. Louis Blues, and a McDonalds Happy Meal promotion sponsored by Coca-Cola. It’s a science-fiction story about character and destiny, and it was an early form of what’s now popularly called “branded entertainment.” Read all about it in our Projects section. And hold onto your hockey pucks.

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Why is Grey Goose Vodka “The World’s Best Tasting”? That’s the question…

Copywriting, Spirits

…copywriter and consultant Walt Jaschek was asked to answer in a series of ads and collateral materials for Moosylvania Marketing, promo agency for Grey Goose.

greygoose-ad1

See more spreads and details in “Brand Storytelling for Luxury Spirit”, part of our ever-expanding Projects section. First: pour yourself a martini.

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“This is Alan’s Heart.” First ad from the award-winning “This is Care” campaign.

Awards and Honors, Copywriting, Healthcare Advertising

alan“This is Alan’s Heart.” Double-page-spread newspaper ad. Client: Central Baptist Hospital, Lexington, Kentucky. Writer: Walt Jaschek of Walt Now Consulting, St. Louis. Agency: Maring Weissman, St. Louis.

See more ads from the award-winning “This is Care” campaign, and the story behind it, in our Projects section: Award-Winning Hospital Repostioning Campaign.

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Walt Jaschek and Paul Fey Among 2018 St. Louis Media Hall of Fame Inductees

Awards and Honors, Press

Surprise, bemusement and, okay, a little wistful introspection:  my reaction to the news my great friend and creative collaborator Paul Fey and I are being inducted into the 2018 St. Louis Media Hall of Fame, as announced Nov. 7, 2017, by the St. Louis Media History Foundation.

Paul was the first to say it; “Maybe they think we’re dead.” Turns out they know we’re still alive. Whew.

Twenty other St. Louis media professionals are also among the 2018 inductees: a distinguished and inspiring list, as published by STLToday. The induction ceremony is March 17, 2018, in St. Louis, says the Foundation says on its Facebook page.

Paul and I teamed up in 1991 to create Paul & Walt Worldwide, the radio commercial boutique agency and production company. Paul served as President; I served as Executive Creative Director. The agency had offices in Hollywood, California and St. Louis. 

Says the Foundation, in citing us as inductees: “Paul and Walt quickly gained recognition and numerous ADDY and CLIO awards for their highly creative national radio campaigns for CBS-TV, NBC, King World, and many other clients.”  (You can hear some of them here.)

This is us back then. I’m on the right.

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Paul is now President and Chief Creative Officer of World Wide Wadio in Hollywood, and I’m now consultant and copywriter here at Walt Now Consulting in St. Louis. 

With an attitude of gratitude.

Prospect-Based Brainstorming and Ideation: What Would Winona Want?

Brainstorming, Ideation, Prospect-Based

By Walt Jaschek

Pssst! 

Someone’s missing from our messaging meetings. Not Marissa. She’s still at lunch with the client. Good. Not Marv. He’s under his headphones. Let him be.

The missing person is­­­­­­ our prospect.

That’s “prospect,” singular, not “prospects,” plural, nor (ugh) “target audience.” F. Scott Fitzgerald said, “Begin with an individual, and you find that you have created a type; begin with a type, and you find that you have created… nothing.”

An individual prospect should be present in all messaging meetings — not physically, fun as that would be — but virtually. If we don’t have research, qualitative and quantitative, then the prospect P.O.V. can be represented via a unique scientific innovation I call “best guess.”

It starts like this. On the whiteboard I draw a cartoon figure of the prospect, give that “person” a name, because a real name invokes a real conversation, and for the sake of this post, let’s call “her” “Winona,” and if that name invokes an a certain film actress, well, pure coincidence. (Paid stock photo above notwithstanding.)

Then we as a group look at the cartoon avatar  (now popular called “personas,”) and list a few things we “know” about this person. Often, participants in the session can be effortlessly, ridiculously specific, because they often actually know, In Real Life, an individual prospect: “She loves her new Tesla.” “She only drinks reds.” “She probably has never heard of our product.”

These avatars, then, “participate” in the brainstorm, as we channel their reactions to our messaging ideas. When someone takes a stab at a differentiator – “our people make the difference” – we toss that to Winona. Maybe she agrees; maybe she calls “B.S.” But at some ideas, she smiles, and I draw the smile. The ones we feel she truly “gets” are usually more relevant, more authentic, and, praise Odin, less complex.

About that, a great book called Simple: Conquering the Crisis of Complexity, by Alan Siegel and Irene Etzkorn, says this:

“Complexity is a coward’s way out. There is nothing simple about simplicity, and achieving it requires empathizing (by perceiving others’ needs and expectations), distilling (by reducing to its essence the substance of one’s offer) and clarifying (by making the offer easier to understand and use).”

Hmmm. That’s a lot of parentheses for a paragraph about simplicity. But of course I believe they’re right.

I believe the mission of message strategists is not to make our product or service understandable. 

It’s to make our prospect feel understood.

And at that, look: Winona smiles!

winona-ryder-smile-wallpaper-83747864

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