Always improving

I must be stupid. I know, I know. You were thinking that anyway. But I reckon we can confirm it now. Having always been a pretty sensitive guy who doesn’t like criticism, you’ve got to wonder why I’ve spent the last twenty years doing something where I receive criticism every day. Sure, sometimes the criticism […]

Get your copy reviewed for free

An exciting bit of news here. You see, I can finally invite you to become a part of the secret project I’ve been working on with my good friend and copywriting expert, Nick O’Connor. Like me, Nick is a former Agora man. He’s written direct response copy that has made millions over the years. Despite […]

Better excited than right every time

As a copywriter, you’re not going to be on the money every time. Sometimes you’re going to get it wrong, and your ideas will fall slightly wide of the mark. That’s just the way it is. If you think any copywriter gets it right 100% of the time, you’re mad. And if you think you […]

Why ‘just write’ is dumb advice

There’s a piece of copywriting advice that gets thrown around a lot. I think it’s about as helpful as being represented in court by a hysterical, drunken crab in a case where you’ve been accused of employing crustaceans in inappropriate positions and intoxicating said crustaceans, particularly decapods, against their will. To be clear: it is […]

Rarely slim, always shady

Hello you. It’s been a while. I hope you’re doing good, and things are going well? I know what you’re thinking… It’s either: A) What are you doing contacting me like this? You said we’d meet at the back of the warehouse. B) Do you remember Harold Bishop from Neighbours? Or… C) Glenn, where have you been, you crazy, […]

Take it from the top

Like most geeky kids growing up, I played in a lot of punk bands. Plucking away at my bass guitar with good friends and blasting out an almighty racket was a great way to express my creativity. As we got a bit older and discovered jazz and more complicated composition than the three-chord punk of […]

In bed with Orwell

We find ourselves in bed with George Orwell and Eileen O’Shaughnessy. It’s late, but as ever, George sits up with his back on the headboard, manuscript on his lap, reading aloud to his young wife. “I love that line and the story’s really coming on, Eric, but you should make them all animals,” says Eileen. “A fat […]

Originality is overrated

It’s 1957. Picasso is 76. And he’s knackered. He’ll never admit it. Frankly, he doesn’t even like to be near someone who’s ill, let alone show signs of frailty himself. Still, he could do with an Ovaltine. And maybe a malted milk biscuit – he loves those. And you know what, he damn well deserves a […]

Even Superman gets anxious

So, it turns out this Superman bloke is a pretty tough guy. He can bend steel with his bare hands. He can fly around the earth to reverse time. He can even make the milk in your latté extra hot just by looking at it. But, sometimes, it all gets a bit much, even for […]

Good answers, crap copy

Who is your customer? What precisely do you want them to do? And what would make them do it? To write any piece of copy you need to ask these three questions of your customer. If you don’t, you’ll struggle to persuade anyone to do anything. You probably agree. They seem pretty obvious, pretty sensible […]