Walt Jaschek and Ken Ohlemeyer in a Novermber 2020 interview

Copywriter’s Lucky Charm: “Red Underwear”

In a video interview with Ken Ohlemeyer, longtime St. Louis copy and comedy writer offers in 44 minutes his learnings from 40 years.

“Put your heart into it.”

That’s one of the biggest pieces of advice Walt Jaschek has for aspiring or new copywriters.

“By heart, I mean two different kinds of energy,” he explained. “First, put your heart into the process: commit to making something great that never existed before. Secondly, put full-on emotion into the messagingany emotion, really, as appropriate, be it laughter or joy or relief or tenderness. The human heart, I truly believe, is where customers make their buying decisions”.

The award-winning head of Walt Now Creative sat down November 29, 2020, for an interview requested and conducted over Zoom by Ken Ohlemeyer, a board member of the St. Louis Media History Foundation, a non-profit dedicated to preserving the media history of St. Louis, Missouri, USA.

The conversation was also the pilot episode of the Foundation’s new YouTube, “Take 5: Casual Conversations with St. Louis Media Hall of Fame Members.”

During a wide-ranging interview about the role of copywriters and what makes a good one, the 65-year-old Jaschek touched on his “Origin Story;” how he hooked up with college buddy Paul Fey to form Paul and Walt Worldwide; how they came to work on national brands such as CBS-TV and Warner Brothers; how this work led to Paul’s Walt’s induction into that Hall of Fame – and how a certain joke about red underwear runs through all of it.

(Here in a few frames from the interview is the moment Walt reveals the latest incarnation of that underwear.)

Walt Jaschek, left, and Ken Ohlemeyer

Ohlemeyer, who by day is marketing manager for Concordia Publishing in St. Louis, posted on Facebook 12/2/20:

“Last Sunday afternoon I interviewed St. Louis Media History Advertising Hall of Famer Walt Jaschek. Walt is a great guy, a good sport, and a very talented copywriter. He is also my first guest for a new YouTube series I’m doing for the STL Media History Foundation. Over the coming weeks, and next year, I’ll be hosting a number of our print, radio, television, and advertising/pr media Hall of Fame members. There’s so much to learn from these folks.”

Watch and hear the full interview on YouTube.

The Five Questions:

2:04 – How did Walt Jaschek start in advertising and copywriting? (Walt’s origin story)

11:57 – What are some of Walt’s favorite ads? 20:35

How does Walt hone his craft and what skills are necessary to be a good copywriter?

26:12 – Why lucky red underwear?

30:52 – What is some advice Walt gives to writers?

Bonus:

37:42 – Walt tells the story of The Golden Adventures of Brett Hull comic books.

Walt Jaschek is a 2018 inductee into the St. Louis Media Hall of Fame. Declaring “I’m not history yet,” Walt is still juggling multiple writing projects for all media. His work can be seen on his website, his YouTube channel, and his Instagram.

From the St. Louis Media Foundation:

If you have St. Louis media that you would like to save, preserve and share, please contact. We research and compile St. Louis media artifacts and memorabilia, maintain the St. Louis Media Hall of Fame, and celebrate our rich media history. Follow us on the web: https://www.stlmediahistory.org.

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