The Art of Persuasion

Written By Sibhongile Lachish Chitengi

?10th December, 2024?

When it comes to crafting words that stick, one of our in-house copywriters, Yandhi, knows the secret formula. Whether it’s penning clever taglines, weaving compelling narratives, or balancing the delicate dance between telling and showing, his approach to copywriting is nothing short of magnetic. What started as a foray into screenwriting quickly evolved into a career in copy that blends research, creativity, and just the right touch of chaos.

In this piece, I sat with Yandhi and we dove into his world to uncover the heart of his craft. From his early days with theZamtel “Come Home” campaign to his musings on manipulative marketing, he doesn’t just tell brand stories—he leavesyou wanting to hear more. He also opens up about the challenges, inspirations, and quirks that make his work so dynamic. Spoiler: His writing style is like a Long Island—strong, fluid, and maybe even a little chaotic.

?Interviewer:?Can you tell us about your background and how you became interested in copywriting?

Yandhi:?Uhm... honestly, I didn’t?find?copywriting—it kinda found me. I was already dabbling in screenwriting, and this felt like the most natural extension. My first-ever task was for Zamtel's "Come Home" campaign—a baby project, but it hooked me. I actually smashed it, looking back.

Interviewer: Haha, humble brag.

Yandhi: [laughs] After that, I just kept building, learning the ropes of algorithms, call-to-actions, and all that jazz. Early on, I was glued to Google, watching big brands evolve their copy – from early 1900s Coca-Cola to Trade Kings. That research? Game-changer. I’d soak it up and remix it until I eventually concocted my own style.

Interviewer:?How would you describe the role of a copywriter in a creative team?

Yandhi:?We’re basically the whisperers of want. It’s not about telling people what they?need; it’s about making them?wantsomething they didn’t even think about five minutes ago.

Interviewer: Manipulative?

Yandhi: Maybe.

Interviewer: Effective?

Yandhi: Oh, absolutely. Take Apple, for example. You don’t?need?that upgrade, but somehow, you’re sold. That’s the art of suggestion. As a copywriter, you're the subtle puppeteer.

Interviewer:?What makes copy effective and memorable?

Yandhi:?Keep it simple, snappy, and, if you can, make it rhyme. The brain loves rhymes—it’s like a cheat code for sticking power. Give the audience as much value as possible in the shortest amount of time. Efficiency is everything.

Interviewer:?How do you balance screenwriting and copywriting? I love the craft and I find often people misunderstand and assume because you can write a 45-minute drama then you can write for a take-out menu flyer. As if the two are entirely intertwined when in reality they’re really not. They are two completely different skill sets.

Yandhi:?Exactly. It’s like two different dances. Copy is all about telling while screenwriting leans on showing. When I write, I keep visuals in mind—it’s a back-and-forth with the designers. Fun fact: I live by a South Park writing rule—never use “and then.” Your ideas should flow seamlessly, not feel like a checklist.

Interviewer:?How do you tackle creative blocks?

Yandhi:?Music, Twitter, films—they’re my trifecta of inspiration. Sometimes a random lyric sparks an idea, or I see something wild on Twitter and think, “That’s a tone I can use.” I lean into randomness. Creativity needs chaos sometimes.

Interviewer:?If you could write for any brand, which one would it be?

Yandhi:?Nike or Adidas, hands down.

Interviewer: Really? Even with their formulative approach? That wouldn’t get monotonous?

Yandhi: Even with their formulaic approach, there’s so much room for boldness. I’d also love to dive into film campaigns or work with something tied to music. Oh, and Trade Kings—imagine the fun you could have with them. They’re everywhere, so why not run wild with it?

Interviewer:?What’s the weirdest tagline you’ve ever come up with?

Yandhi:?Not exactly a tagline, but I once referenced?Milkshake?by Kelis for a RocoMamas campaign. It hit hard, though. Fun, cheeky, and very on-brand.

Interviewer:?If your writing style were a drink, what would it be?

Yandhi:?Definitely a Long Island or a gin and tonic. It’s all about throwing in as many elements as possible and somehow making it work. Strong, fluid, and just a little chaotic.

Interviewer:?What’s the last ad that made you think, “That’s brilliant”?

Yandhi:?Anything that’s totally off-the-wall, like KFC Russia’s absurd campaigns or what Balenciaga is doing with their TikTok. I love it when brands go wild?and?stay relevant. Smart, tasteful chaos—can’t beat it.

Interviewer:?If you had to rewrite a fairy tale as an ad campaign, which one would you pick?

Yandhi:?Cinderella?for Nike or Adidas—it’s the ultimate shoe campaign, I mean, come on. Or?The Princess and the Pea?for a mattress company.?Goldilocks?for Trade Kings would slap too. Honestly, there’s a campaign in everything if you squint hard enough.

Yandhi’s approach to copywriting is a masterclass in blending creativity with strategy. His ability to tap into human desires, tell brand stories with a twist, and make even the mundane memorable sets him apart in the field. Whether he’s referencing pop culture in a tagline, finding inspiration in chaos, or rewriting fairy tales as ad campaigns, his passion for the craft is evident.

As he so aptly put it, “Creativity needs chaos sometimes.” It’s this willingness to embrace the unpredictable, refine it, and turn it into compelling content that makes his work resonate. Yandhi isn’t just a copywriter; he’s a storyteller who leaves us eagerly waiting for the next chapter.