My name is Erik Lawson-Hoffman, and I have always loved stories. From a childhood of no TV and no friends, I devoured books, and developed a vocabulary that resulted in me being able to read at a college level in elementary school. One of my favorite childhood achievements was finishing Harry Potter and the Prisoner of Azkaban (435 pages) in a day in second grade. My sheltered upbringing also brought a lot of daydreaming, and my lack of experience with the real world allowed my mind to play beyond the limitations of reality.
When I was finally allowed to watch television, I was disappointed. I liked the programs, but my time was being stolen by these things called advertisements! They pushed, and pushed, and made no effort to entertain. The in-your-face consumerism and lack of connection made me feel like I was being held hostage. More often than not, those aspects made me resent the product that was being sold.
I believe this inherent disdain for the ordinary elevates my copy. The child-like ability to think outside the box and defy conventions that I have retained allows me to forge new avenues that result in eye-catching and meaningful advertising. The ad must be written with the awareness that the consumers time is precious, and that we are here to enrich their life not only with the product, but with the ad itself!
There is a common idea that there is no longer such a thing as originality. That everything created in the modern era is pulled from something else. While it is hard to argue against that, it is the attitude behind that statement that I refuse to accept. Innovation is an eternal concept, there is always room to grow and create. The moment that becomes untrue, is the moment we as a species achieve godhood. And since we clearly aren’t gods, then there are still new ideas to be had!
Stories That Sell Solutions. More than just the tagline for my website, it is my mantra as a copywriter. The Solution is the logical, the practical application of the product, the facilitation of the functioning of the person’s life. The Story is the connection, the soul of the ad. The truth which we pull from inside ourselves to elevate the message beyond mere consumerism into a true relationship. That is how I write copy. I marry the Solution to the Story to create more than just an ad, but an experience. Let me create an experience for YOU.