Journal

What Makes Top Copywriters Tick (and Why)? Part Four: Richard Weston (Ace Jet 170)

Posted 23rd November 2011

Top copywriter, designer and blogger Richard Weston from @acejet170

  • Do you want to create the perfect blog?
  • Would you like an international reputation for brilliant work?
  • Are you hungry for genuine creative inspiration?

If you’ve answered “yes” to any of these questions, then we’ve got the ideal post for you.

You’re about to hear from top copywriter and designer Richard Weston. A truly talented individual, Richard also curates the wonderful design blog www.acejet170.com. (In our opinion, it’s the best show in town.)

Richard’s passion, intelligence and effortless cool have won him a large and loyal international following. We wanted to find out what makes him tick – and pass on a few of his trade secrets to you.

In classic “Euston, Do You Copy?” style, we asked Richard what influences his copywriting – apart, that is, from other copywriters. . .

Designing with words

Being both a designer and a copywriter, Richard’s got a refreshing take on creativity. He says: “I totally get the parallels with other creative endeavours. Art, definitely, and music. They’re so different and so similar. Rhythm, repetition, pause, drama, contrast; you find all those in all creativity don’t you?”

Interestingly, Richard sees close links between copywriting and design. He says: “I’m very conscious that techniques I draw on when designing feel very similar to those I need when writing. So I feel like I’m designing with words when I write.”

Words that rattle and twist

Richard’s clearly a natural copywriter, but he’s no creative big head. He says: “I would never claim to be even a good writer – not just out of modesty, I feel I really haven’t written enough to prove that I am,” he says.

“But when I write, I do think about syncopation. I try to write in a way that kind of rattles and twists,” he explains. “And that comes from music,” he says. “I’m a big Stereolab fan. They use repetition and also syncopation a lot. And they’re brave; they surprise you.”

Where to find some “goodly” inspiration

Richard’s great sense of fun and enthusiasm shines through in all of his work. It’s certainly a major part of his creative approach, he explains: “I just try to enjoy the words. I’ve noticed I have a habit of making up words. That comes from my children”.

His children are another important influence on his copywriting, Richard says: “When kids are really young they don’t know all the right word variations. My oldest boy used to say, “goodly”, when he meant, “fortunately”. I loved that.”

Richard continues: “It’s wrong but it makes sense. So I make words up. OK, not for client work, but if it’s for my blog, I have a rule that I do whatever I feel like doing, and try not to think too hard about it.”

Always look to your subject matter

Although Richard’s a very creative thinker, he keeps a close eye on the brief at all times. “I’m not a very “arty” designer,” he says, “and I tend to look to the subject matter to spark the idea. Practically all my work comes from the solid Tschichold premise that we should, “uphold the principle of identity between content and expression”. I’m pretty dogmatic about that.”

Thanks for reading.

Richard Weston is Head of Strategic Design at Thought Collective, and runs the fantastic www.acejet170.com. (He also knows an impressive amount about Len Deighton.)

Categories: Copywriting
Johnny Cullen

“A Night at Studio 54”

Posted 28th October 2011

Copywriting is a tough job, but someone has to do it

If you watch “Mad Men”, you might think that copywriting is all about hard work, exciting clients and glamorous parties. And you’d be right.

At a recent “Night at Studio 54”, I got to hang out with some of the best illustrators, designers, artists, musicians, fashion bloggers and photographers in town. Step forward Ash O’Brien, Claire Hartley, Gavin Auty, Kate Manion, Katy Smith,  Mary Wakelam, Pete SloaneRachel TigheSarah SeatonSi Hall – and the lovely Natalie Pullin.

Freelance copywriting; it’s a tough job, but someone has to do it. . .

Categories: Copywriting Style
Johnny Cullen

How to Get 20,000 More Blog Views (In 4 Easy Lessons)

Posted 26th October 2011

The Wheel of Hunger

The Wheel of Hunger by Duncan Bloor (design by Adam Hinks)

  • Want to get 20,000 more blog views?
  • Fancy seeing your blog in the national press?
  • Need a crash course in effective web writing?

Then we’ve got the post for you.

Today you’ll hear from one of the best search guys in the business – the BBC’s own Duncan Bloor. Duncan’s the chap behind The Wheel of Hunger, a fab infographic that’s picking up stacks of positive reviews as we speak. (He’s also pretty nifty in a private helicopter, but that’s another story.)

In this exclusive guest post for Euston, Do You Copy?, Duncan reveals the four lessons that will send your blog views into orbit. . .

Wheel of Hunger Hangover

Hi everyone, I’m Duncan Bloor and I’m a producer at the BBC currently working on how to make our online content more findable and shareable (if I can use those words on here!). Johnny has kindly asked me to write a guest post (I think he’s in Studio 54 as we speak, sipping Whisky and Ginger with Don Draper). I’m not a copywriter by trade so apologies for any bad spelling, grammar and punctuation but if you can live with that then hopefully you’ll find this of interest. I’m going to write about the busiest post on my blog ever (yesterday) and the lessons I’ve learnt and can share with you from it. Here goes….

Wow.  A day like yesterday makes you realise why you started to blog in the first place.

I’m still reeling if I’m honest from the attention that the wheel of hunger post on my blog received and have been thinking quite a bit about the lessons that I can learn from it. After a while, I discovered that essentially it was just a case of me taking my own medicine. I was part of the original User Building team at the BBC, working with great people like Caragh Salisbury, James Webb and Jo Pham and that team developed certain rules that must be followed if our production teams were going to make successful content for our websites. I just didn’t realise I could apply it to my own blog too!

So how did my blog go from getting 50 people a day (if I was lucky) to 20,000 yesterday?

Here are 4 lessons….

1.  Less is more

When I say less, I mean in terms of frequency of publication.  I’d often spend 3 hours at the weekend or on a train home from work writing up a blog post and that was cool because my purpose wasn’t to get visitors, it was more of a dumping ground for thoughts and miscellany. If people liked it, great but it wasn’t the objective in writing the posts.

However if your objective is visitors then I’d advise against writing more and more posts in the hope that something sticks and catches on. Spend more time putting together one great piece. The Wheel of Hunger took a year in total.

2.  Choose your content passionately

Sometimes it feels like you create content because you should. Because it fits in with the theme of your site or because you’re trying to become an authority on something. I can easily tell which content I’ve made for these reasons because when I revisit it, it bores the pants off me and has the fewest visitors. Choose your passion, even if you think no-one else shares it with you, and if you’re successful at step 3 then your passion will shine through and infect others – then you’ve content worth sharing.

3.  In your writing, be frivolous – in your editing, ruthless

The Wheel of Hunger was initially going to be an all encompassing look at the whole world of what people searched for around food in the UK.  It was going to have separate vegetable, meat, fish, pudding etc categories, timelines and fancy graphs.  We edited down and down and down again until we had something that people could easily digest and share. I agree to some extent with this commenter on the Guardian who said “To be honest, I’m not sure this graphic adds much to what’s essentially 12 lists of 20 things. You can’t track whether something goes up or down in popularity during the year, or just makes a one-off appearance etc.” in that I’d have loved to of shown the full extent of the search data we hold but in the end, the commenter missed the point – if we’d shown more, we’d have reached far fewer people.

4.  Build links

This is probably the biggest obstacle that people have in making their content found. People should naturally find, love and share my content, right? Wrong. The Wheel of Hunger sat unnoticed on this blog for weeks and would have remained so had it not been for a little research and one tweet to someone at the Guardian with a ready made audience for it that I didn’t have. Good link building is highly targeted and beneficial to both parties.

Thanks for reading.

For more expert tips, check out Duncan’s excellent blog Search insights.

The Wheel of Hunger was designed by the very brilliant Adam Hinks, who captains The Pirate Design Co.

Categories: Copywriting
Johnny Cullen

“Yeah, She Looks Like a Painting/ Jackson Pollock’s No. 5. . .”

Posted 22nd October 2011

The Stone Roses guide to copywriting

So The Stone Roses are back. Big love at the press conference. A tour that sold out in 14 minutes. There are even rumours of a possible third album. Across Britain, ageing Roses fans are asking questions like:

  • Can I get a German army coat on eBay?
  • Where have my cheekbones gone?
  • Does Waitrose sell Mad Dog 20/20?

Here at Euston, Do You Copy?, we’ve been digging out our vintage Stone Roses vinyl, with its ace Jackson Pollock-inspired artwork. The man behind the art is – famously – Stone Roses guitarist John Squire. 

John’s mix of musical and artistic influences is an exciting part of The Roses’ identity. But it’s not just musicians who look to visual art for inspiration – top copywriters do too.

Mad Men’s Don Draper, for instance, liked a bit of abstract expressionism. Legendary ad man Charles Saatchi is a major player on the international art scene. In fact, many copywriters say their work is influenced by visual artists (say hi, Lorraine Thompson).

All of this got me thinking: If we understand how artists influence writers. . .

How do writers influence artists? 

I asked talented Birmingham-based artist Dean Melbourne this question recently. Dean’s reply will certainly surprise you – and may give you some serious creative inspiration of your own. Want to know why? Then check back here next week.

Thanks for reading.

There’s more on The Stone Roses reunion here. Don’t know the band that well? Try this classic track for starters.

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Categories: Copywriting
Johnny Cullen

What Makes Top Copywriters Tick (and Why?) Part Three

Posted 6th October 2011

Lorraine Thompson, top freelance copywriter

Top freelance copywriter and blogger Lorraine Thompson

In this exclusive interview with top copywriter Lorraine Thompson, you will learn how to:

  • Bring your copy to life – through your imagination and by empathising with your customer
  • Deliver on time, every time – with the French secret of “la répétition”
  • Have fresher, more imaginative ideas – by “letting go” of your copywriting
  • Clear your mind – with the help of some leading modern artists

Lorraine Thompson is a renowned freelance copywriter and blogger. Based in New York’s Hudson Valley, Lorraine has written successfully for organisations including: Novartis; American Express; and the Sadaf/ Sabic Suadi Petrochemical Company.

Many copywriters come into the business from other industries. But Lorraine’s story is more interesting than most. “My first career was in the theatre,” Lorraine says, “I was an actress.”

Here Lorraine explains how theatre and visual art influence her copywriting – and what lessons you can take from her impressive 20 year career.

How to bring your copy to life

Lorraine says that imagination and empathy are vital for bringing your copy alive. She tells us: “I believe I transfer my actor’s conservatory training to copywriting. I also believe the ability to vividly imagine an inner life and empathise with a character helps me write copy.”

She explains: “Often I’m tasked to write persuasive copy for goods and services I don’t need or want – yet I need to engagingly speak to the customer. As an actress I prepared rigorously for each role. I imagined the emotional make-up that motivated my characters to say and do everything the script required.”

Lorraine continues: “Acting training helps me put myself “in the customer’s shoes”, in a very real and immediate way, and to write copy that speaks in a warm, conversational tone. I also use what actors call “sense memory” when called on to use sensorial details in my writing.”

How to deliver on time, every time

Lorraine’s acting experience taught her valuable lessons about method, discipline and performance. “Theatre requires a very disciplined work ethic,” she says. “In French,” Lorraine continues, “rehearsals are called “la répétition”, because the players rehearse their lines, scenes, blocking and acting exercises over and over until these practices are deeply ingrained.”

Lorraine recommends the same work ethic for copywriting. She says: “Though I’m a freelancer, writing is a daily discipline for me. In twenty years I’ve never missed a deadline.”

How to have fresher, more imaginative ideas

Lorraine says: “I find if I can get away from my copy for some time, I come back to it with fresher, more imaginative ideas that improve the work and speed rewrites.”

“My copywriting is much better if I can “let go” of it,” she says. “First I must do the work – researching product line, competitors, customers, identifying benefits and conversion goals, and familiarising myself with the media and format. I mindmap, brainstorm, and get a draft out. That’s the work – but the copy will go through many revisions before I’m ready to deliver it. That’s where “letting go” helps very much.”

“Letting go” is another lesson Lorraine learned as an actress, she explains:  “Here’s the thing about the hard work of acting: You “let go” of it when you perform. You do all the thinking, planning, writing and exercising in rehearsal, but you don’t think about any of that, or “hold on” to it once you’re on stage.”

How to clear your mind

When you’re swamped with work, clearing your mind can be a tough job. But rather than hitting the bar like a modern-day Don Draper or Peggy Olson, this New Yorker prefers to head for an art gallery instead.

“Visual art is one of the best ways for me to take a break from the copywriting grind,” Lorraine says, “and come back to my work refreshed. I’m lucky to live close to great museums and galleries and to be able to visit them regularly. When I feel burned out, I refresh myself with works by Rothko, Pollock, Rauschenberg, Serra, Beuays, Elizabeth Peyton, new artists or an exhibition “on tap” at a nearby museum.”

Thanks for reading.

For more about Lorraine Thompson, please head over to her excellent business website MarketCopywriter.

Visual art fans can check out Lorraine’s local museum, New York’s MOMA.

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Categories: Copywriting
Johnny Cullen

What Makes Top Copywriters Tick (and Why)? Part Two

Posted 20th April 2011

Multi-award winning copywriter Steve Harrison

  • Want to be a great copywriter like Ogilvy, Bernbach or Gossage?
  • Prepared to work late into the night to write that killer text?
  • Tired of hearing that classic copywriting is finished?

If you’ve answered “yes” to these questions, then this is the interview for you.

You’re about to learn invaluable hints, tips and secrets from one of the most successful copywriters of all time – the multi-award winning Steve Harrison.

‘The greatest direct marketing creative of this generation and an icon of the business’ (Campaign)

Steve’s talent, dedication, and sheer love of copywriting helped win him more major domestic and international awards than any other creative director worldwide. And he earned these honours working for clients like American Express, IBM, Xerox, Microsoft, Rolls-Royce and BT.

“Euston, Do You Copy?” was lucky enough to chat with him on the phone for twenty minutes recently. So here Steve reveals the methods behind his copywriting magic, and explains how you too can write copy that really sells. . .

Why you should pick your influences carefully

Many copywriters claim to be influenced by authors and poets, but Steve is quick to point out the potential pitfalls. He says: ‘There is a danger that by adopting the style of a writer, your copywriting becomes affected, and that it shifts your attention away from the customer.’

‘I admire the writing of Tom Wolfe,’ Steve continues, ‘but I wouldn’t say he influenced my style.  Likewise Dickens.  But what writers like these can teach you is commitment, and a dogged determination to rewrite, rewrite and rewrite. In terms of influences though, the biggest influence on my writing is the customer.’

Give your customers everything they need

Good copywriting should be invisible, Steve explains. ‘It’s about getting the customer from where they are to where you want them to be – without them noticing. You must be able to answer all of their questions, and overcome their objections. And doing this often settles the debate: “How long should a piece of copy be?”‘

How long should a piece of copy be?

If you’ve ever struggled with this question, you’re not alone. It’s given copywriters everywhere a headache, and has led to countless rows with art directors.  Fortunately, Steve’s got the answer.

‘If I wanted to get you to meet me in the pub with an offer of free beer, then a line would probably do it,’ he says. ‘But if I wanted to persuade you to take me to The Ivy for dinner, I’d probably need a lot longer – one-and-a-half or two pages, for instance. You’d expect to hear a benefit, and I’d need to overcome your (quite reasonable) objections. And this is where hard work comes in.’

Why hard work is so important

Drayton Bird once credited Steve’s early copywriting successes to his ‘camel-like ability to keep on going long after everyone else has ****** off home.’ This strong work ethic has served him well, he tells us.

‘It is hard work to persuade your customers to do something. It involves answering:

  • Who am I talking to?
  • How am I solving a problem for my customer?
  • What connection can I make with my customer, who is a stranger?

‘It’s an easy thing to say that “long copy doesn’t sell”, because it removes the need for all this hard work. And coupled with the fact that copywriting isn’t taught anymore, it’s becoming a self-perpetuating myth.’

Don’t settle for a pointer to your website

Steve has no time for lazily-written sales copy, warning: ‘You end up with copy that doesn’t attempt to tell or sell, and is just a pointer to the website.’ He considers this to be a wasted selling opportunity, saying:

‘The hardest part is getting your customers’ attention, through the thousands of messages that are being inflicted on them every day. To then just give customers a line and a URL often just isn’t good enough.’

How to use the downturn to your advantage

A true DM man, Steve sees the economic downturn as an ideal time to connect with your customers. ‘As money becomes tighter, the temptation is to stick with the brands you know – but spend less,’ he says. ‘So there’s never been a better time to lay out clearly to your customers the benefits of buying your product.’

‘Advertising is competitive persuasion – that’s the business we’re in,’ Steve continues. ‘But too often you get over-familiar, blokey-copy from brands you haven’t even heard of. And it’s often inappropriate. What I want to know is: “By what degree will my life be better if I buy your product?” Or to put it another way: “Why should I give you my money?”’

The fun starts after the first draft. . .

‘Writing really is an enjoyable process,’ Steve says. ‘The hardest part is getting to the end of the first draft. After that, the fun starts. You can start asking yourself:

  • Am I saying what I want to be saying?
  • Can I make myself any clearer, or connect better with my customer?
  • Am I writing this as well as I can?’

Why you should be proud to be a copywriter

When we spoke to Steve he was abroad – and we got the impression it wasn’t work that took him wherever he was. But although Steve has retired from agency life, his passion for copywriting is still as strong as ever, and he is clearly proud of the profession. ‘Copywriting has an honourable tradition, and in many ways it’s a very romantic job,’ he explains.

‘So when you’re burning the midnight oil, always remember that you are standing in the shadows of great writers. Personally, I’ve always preferred the title “copywriter” to that of “creative director”.’

Want to learn more?

Steve Harrison’s superb book “How to do better creative work” is one of the most practical, informative and inspiring texts you’ll ever buy. You can pick up your copy here.

Coming up next. . .

Thanks for reading.

There are more expert copywriting hits and tips coming up in Part Three of  this series. You’ll hear from D&AD winners and judges, freelance superstars and best-selling copywriting authors.

Plus you’ll learn how 70s style icons David Bowie and Bryan Ferry can shoot your copywriting to Number One. Can’t stop now though, I’m off to Studio 54. . .

Categories: Copywriting
Johnny Cullen

What Makes Top Copywriters Tick (and Why)? Part One

Posted 9th March 2011

Don Draper
  • Ever wondered what inspires top copywriters like Drayton Bird and Steve Harrison?
  • Struggling to find your own “big creative idea”?
  • Looking for expert copywriting tips from the best in the business?

If so, then “Euston, Do You Copy?” is here to help. We asked the finest copywriters in town what influenced their writing – apart from other writers.

Over the next three blog posts you’ll hear their answers – which may surprise you. Fear, ambition, Brian Eno, shampoo bottles, the QVC shopping channel, Japanese poems – all have helped inspire some of the most memorable campaigns of recent years.

Sounds interesting? Just read on and you’ll. . .

Learn the secrets of today’s most influential copywriters

You’ll get invaluable insights into the ritual and romance of copywriting from true legends Drayton Bird and Steve Harrison.  Plus you’ll hear from:

These folks have helped boost the sales of brands like Microsoft, Mercedes-Benz, The Economist, British Gas, Visa Europe, Sky, Howies, BBC, HSBC, Penguin, IKEA, Orange, Vodafone – and many more.

Ten valuable copywriting lessons you’ll never forget

Over the next three blog posts, you’ll learn:

  1. How to take inspiration from everything around you
  2. Why hard work is the key to your copywriting success
  3. How to make your reader your sole point of focus
  4. Why being nervous can be a good thing
  5. Why you should never settle for second-best
  6. How literary influences could help your copywriting (or sabotage it)
  7. Why discipline is the secret to creative freedom
  8. How (and where) to learn the psychology of selling
  9. Why glam rock can give you a master class in branding
  10. Why you should be proud to be a copywriter

In part one of your exclusive three-part “Euston, Do You Copy?” series, we hear from one of Direct Mail’s biggest names – Drayton Bird. . .

Drayton Bird

“Drayton Bird knows more about direct marketing than anyone in the world” (David Ogilvy)

The CIM named Drayton as one of 50 people who shaped today’s marketing. He’s the author of four leading texts: “Commonsense Direct and Digital Marketing” – out in 17 languages; “Sales Letters that Sell”, “Marketing Insights and Outrages” and “Direct Marketing for Lawyers”.

Drayton’s written over 1,000 columns and spoken in 50 countries. He’s worked with many leading brands, including Amex, BA, Hargreaves Lansdown, Mercedes, Microsoft, Nestle, P & G, IBM, Unilever and Visa.

As Vice-Chairman and Creative Director, he helped O&M Direct become the world’s largest DM agency network, and was elected to the worldwide Ogilvy Group board. Drayton now runs Drayton Bird Associates and has interests in three other firms.

What Makes Drayton Bird Tick (and Why)?

Drayton was kind enough to send us the following illuminating response, which he later featured on his blog:

“I am inspired by:

Desperation — the knowledge that I HAVE to come up with something.

Fear — that this time I will fail (and I sometimes do).

Fascination — with new things and people. Every time I learn something new or meet someone interesting it makes me happy and starts me thinking.

Example — whenever I see someone who does something well, even if don’t have any skill in that area, it goads me on to do better. Years ago I saw a masterclass by Casals. I can’t play any instrument, but that cheered me up no end.

Oddities — I rejoice in them. Never stop looking out for them. They lead to interesting ideas, I suspect.

A sense of inferiority — I think what I do has little merit, but at least I can try and do it well.

Fury — it maddens me to see how many people settle for second or even third best. Why bother to live if you feel that way?”

“Since I wrote that list,” Drayton writes, “three other things came to mind. I find going for a walk gives me ideas, as does the demon drink and its nasty aftermath, the hangover. I do not recommend the latter two courses; the evidence is in the picture on this page.”

Thanks for reading.

You can learn all about Drayton at his excellent website.

Coming up. . .

Steve Harrison, the world’s most successful creative director, tells us about hard work, good salesmanship and why you should be proud to be a copywriter. . .

Categories: Copywriting
Johnny Cullen

“A Stroll in the Park. . .”

Posted 4th March 2011

A Stroll in the ParkThat’s what my website upgrade should be (so I’m told). It’s all happening this weekend, so wish me luck. . .

Categories: Copywriting
Johnny Cullen

Culture Takes a Train: The Design Research Unit (1942-72)

Posted 31st January 2011

"With just the beer light to guide us. . ."

Are you a fan of 60s and 70s design, typography and architecture? Then you should check out the fab Design Research Unit exhibition that’s currently touring the UK.

Top graphic designer Richard Weston asked me to review it for his brilliant blog acejet170.com. As a long-time Ace Jet 170 fan, I jumped at the chance.

You can see some pictures from the exhibition (and read my blog post) here.

Categories: Copywriting
Johnny Cullen

The “Mad Men” Guide to Super Cool Copywriting

Posted 30th September 2010

Copywriting can be a tough jobTake a lesson in style from the original Dapper Don. . .

Set on Madison Avenue in the 1960s, “Mad Men” has got the lot. Glamorous copywriters, evil account handlers and enough cocktails to fuel a thousand illicit adventures.

The show’s star is copywriting bad boy Don Draper. He’s got major clients falling at his feet, thanks to his mix of talent, hard work and Rat Pack sex appeal.

Could your business use some Don Draper magic? Then try our “Mad Men” Guide to Super Cool Copywriting . . .

1) Treat your readers like adults

 

“Mad Men” is definitely for the grown-ups. Complex characters like Don, Peggy and Salvatore work and play hard (sometimes too hard). But they also read, write and have intelligent opinions on love, life and culture.

Why not approach your audience in the same way? Too many ads treat us like idiots, so remember:

  • Your readers are busy, bright and marketing-savvy too
  • Give them some respect and they’ll quickly start trusting you
  • Avoid easy clichés about blokes and birds– you’re better than that

2) Find yourself an attractive partner

Want to see your name in lights? Then grab yourself a hot designer. Together you’ll be far more appealing than you are alone. But like all “Mad Men” relationships, the path to true love can be a rocky one.

Here’s how to find your own dream ending:

  • Work hard at your partnership
  • Encourage honest feedback
  • Never flirt with younger designers (it only ends in tears)

3) Aim out of the ballpark. . .

 

Real-life Mad Man David Ogilvy hated half-measures in anything. Despite starting copywriting relatively late, he became one of the most successful ad men ever. His advice to writers was typically uncompromising:

“Don’t bunt. Aim out of the ballpark. Aim for the company of immortals.”

Never be happy with your work. Study everyone from old skoolers like Bernbach and Burnett, through to modern masters like Steve Harrison. Then try to match them. One good way is to. . .

 

4) Always write from the heart

Creating an emotional bond with your reader is a tricky task. But get it right, and the connection you make will be invaluable. So remember:

  • Try to really empathise with your audience – their hopes, fears and aspirations
  • Cut the baloney about strategies, synergies and solutions – nobody’s buying
  • For a master class in emotional selling, check out Don’s Carousel pitch

5) Look for inspiration everywhere

 

  • By all means follow Don and Peggy and use your own life for inspiration
  • But remember to look outside of advertising too
  • So read widely, watch TV, and go to films, concerts and galleries
  • And always carry a notebook – you never know when inspiration might strike

Thanks for reading.

If your copywriting hits the rocks this autumn, reach for this handy guide. Just straighten up, look sharp, and ask yourself: What would Don do?
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Categories: Copywriting
Johnny Cullen