What's A Book Piece?
Creative do. Because their careers DEPEND on them.
A book piece is simply a 'keeper.' It is a print piece or a radio spot or a television commercial (or better yet a television campaign) that is so good, and so well-received and so loved that it makes it into the book. Or into the portfolio.
When you first start out in advertising, practically EVERYTHING you produce will be a book piece because unlike your portfolio that got you the job, this will be REAL pieces. And REAL pieces will always be more important than 'spec' pieces.
So early on, point of purchase and coupons and even collateral materials (if they're very good) could become book pieces...and as time passes, and you graduate to bigger and better assignments, book pieces tend to be ONLY your best print and your best television.
One of the hardest things for creatives to realize as they go about their careers is that EVERY assignment has the ability to yield a BOOK PIECE! As crazy as it sounds, sometimes even the worst assignments in the worst advertising categories turn into book pieces.
It is equally important for younger creatives to realize that book pieces become more and more infrequent as time goes on...as it becomes harder and harder to beat the book pieces already on the inside.
It's all supply and demand, of course.
But as a general rule, most copywriters and art directors find comfort in producing one or just two book pieces in a year. One or two truly worthwhile pieces of advertising will tend to keep them in employable order.
So, then, what's a book piece?
Ultimately, a book piece is peace of mind. (Pun intended!)
Related Tags: whats a book piece, book piece, creative book piece
Kevin Browne is a twenty-year Madison Avenue veteran Senior Copywriter and Creative Director. Having worked at J Walter Thompson, Young & Rubicam and Mc Cann Erickson, Mr. Browne produced several hundred television and radio commercials and thousands of print pieces.
Mr Browne now devotes his time to teaching others how to write for profit for the internet at his site http://www.become-a-copywriter.com Your Article Search Directory : Find in Articles
Recent articles in this category:
- How To Make Your Children's Book Succeed Online
The initial step in having a children's book released is to write a fantastic children's book. You w - Learn To Create Your Own Photo Book
Ever known a "snapper?" No, not the fish. I'm talking about the "picture snapper," of the family. I - Promote Your Book On Twitter In 10 Minutes A Day
If you're marketing your books online, then you've probably heard of Twitter. It was all the rage la - Free Publicity For Your Book
By getting to the point of having a publishable manuscript, you have already mastered the arts of wr - How To Get Published
Ever wonder how a writer becomes a published author? Or how a book makes it to the top? You see the - 5 Ways To Build Your List Fast
List building can take a lot of time simply because many strategies do not work right away. A perfec - Enjoy Good Free Audio Books Today!
Today's free audio books are a terrific way to experience the literary works of some of the world's - Blogging On Steroids Easy For Beginners To Follow
In 30+ pages, Vladimir Ghetau author of "Blogging on Steroids" says he put this product together aft - Where Can You Find The Best Content For Your Ebook
Internet experts all agree, for real Internet success and to make serious money online, you need to - Covering Letters And Article Proposals For Book Authors
Keeping it short and sweetThe purpose of a covering letter is to let the editor know your name, addr
Most viewed articles in this category:
- How to Get Your Book Rejected, Part Three
In Part I of this series I touched on the importance of researching the markets where you submit you - How to Get Your Book Rejected, Part Two
In Part One of this series, I mentioned briefly the importance of knowing the markets to which you s - A Closer Look at Digital Book Printing
But what are exactly the advantages of digital book printing? Why is it more practical than the trad - How to Get Your Book Rejected, Part One
In the course of my tenure as Publisher for the erotic romance imprint of a small press, I have rece - Alternative Resources for Book Review
Often I am asked how does one go about getting reviews for a novel. Most authors I have met over the - Using MySpace as an Author Promotional Tool
Authors are getting on the bandwagon musicians and filmmakers have already discovered to promote the - How to Write and Sell Your Novel
Have you always wanted to write and sell a novel but weren't sure where to start? The writing part - Getting Your Work Published?
Whilst many people aspire to being authors most stop at the first challenge - getting published. Ho - Top Ten Things to Think About Before You Go With Print on Demand
Is Print on Demand all you think it is?You, like many other authors who don't want to go the long ha - Your Book Marketing Plan
Writing is an art, one that brings joy to its creator. There is a certain yearning to get the words