Phew! What a busy few weeks I’ve had. I’ve been typing my way out from under a mountain of briefs. The work is what marketing people call CRM. And what we copywriters call letter writing. The direct marketing specialists say that such work involves skills distinct from those of advertising. And I agree, up to […]
Some copywriters think that if you’re advertising a low-value item, like a chocolate bar, you should use short copy. Then for a big-ticket item, say a luxury car, you need long copy. I think this makes sense as a general rule. But sometimes it pays to break it. In the UK, Cadbury’s captivated newspaper readers […]
I thought it was a crazy question another copywriter asked me: “What music do you listen to when writing copy?” My answer was “None”. I don’t listen to any music when I’m writing copy or thinking up campaign ideas. And I don’t understand how anyone can. To write my best copy, I need to be […]
There’s a never-ending debate amongst copywriters about short versus long copy. Some of the things I’ve read have prompted me to jump in and add my bit. So how much copy will make your communication effective? I think that depends. The important thing is to engage your readers. Then keep them interested until they want […]
I’m keen to get up to Trafalgar Square to see Yinka Shonibare’s wonderful new sculpture Nelson’s Ship in a Bottle. When I was a kid, my grand-dad gave me a ship in a bottle, and ever since then I’ve been fascinated with the things. To my mind, Shonibare’s sculpture is like a good piece of […]
I often freelance in part of the M&C Saatchi group called LIDA, where I’ve been privileged to write copy for their Porsche client. Each time, I learn fascinating stories and facts about Porsche cars. The ad below, which is currently running in many UK newspapers and magazines, is based on one of those facts. Click […]
The other day, I was talking with some fellow copywriters and art directors about a hilarious, surreal TV ad from about 10 years ago. A huge blob chases a man through urban streets while a sinister voice over taunts him: “Belly’s gonna get you!” We all agreed the ad was great. Then someone asked a […]
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