The Smooth Guide to Copywriting (Or Why Drinking a Bellini is Good for You)

Want to write better copy this summer? Then try a dash of Italian style. . .

Italians are a stylish lot, and their timeless, understated chic is world-famous. So this summer, why not take a similar approach to your written work? Follow this smooth guide to copywriting and your business will soon be living la dolce vita. . .

1) Why drinking a Bellini is good for you

Invented at Harry’s Bar in Venice, a Bellini is a refreshing mix of fresh peach juice and Prosecco. Drinking a Bellini has two main benefits for copywriters:

• It teaches us to only use simple, freshly squeezed ingredients
• It tastes fantastic (especially by the pool)

So remember, don’t try and do too much with each piece of copy – when it comes to messaging, less is more.

2) Dress to impress

• Milan is the world’s fashion capital
• The Milanese make looking good seem effortless, but it actually involves lots of hard work and preparation
• Bespoke tailoring is more flattering and lasts longer, so don’t get your copywriting off-the-peg either
• Pay attention to every detail and your business will soon be turning heads

3) Make mine an espresso

• Italian coffee is small, strong and wonderful
• Over here most coffee comes in pints, costs about £5 and resembles hot mud
• Remember the espresso and don’t confuse quality with quantity in your copywriting
• Never use instant copy – all that freeze-dried stuff about “solutions” and “synergy” is a real turn-off

4) Love your language

• It’s possible to enjoy opera without knowing a word of Italian
• Try to develop an ear for rhythm and timing in your own copywriting
• You can even use verse to sell hamburgers if you put your mind to it
• Need inspiration? Check out “If on a winter’s night a traveler” by Italo Calvino

5) Inject some Italian passion into your copywriting

• The Italians are famous for their passion for food, drink, sport, history and culture
• And if you’ve ever seen the Palio di Siena, you’ll know what I mean
• Inject some passion into your writing and you’ll make instant emotional connections with your audience
• As a copywriter it is your job to excite, inspire and connect with your readers
• So work hard and never, ever be boring

Thanks for reading.

If you’re having a rough time copywriting this summer, remember this guide to playing it smooth. Imagine you’re dining in Montepulciano, or sipping espresso in St Mark’s Square. Better still mix up a Bellini (all in the name of hard work, of course).