Tag Archives: Marketing

Form follows function

In 1919 Walter Gropius was appointed head honcho at the Grand-Ducal Saxon School of Arts and Crafts in Weimar. Hardly the catchiest name for a school, is it? It’s one reason you’ve probably never heard of the Grand-Ducal Saxon School of Arts and Crafts in Weimar. But you’ve heard of the Bauhaus, right? That’s because […]

Absolute nonsense

As a species, we love absolutes. Life throws so much crap at us, it’s a relief when someone tells you: This is the way it is, so you don’t need to worry. Sadly, in the world of advertising and marketing, our desire for absolutes means we’re too often misled by self-proclaimed ‘gurus’ and lazy ‘thought […]

Learning to play bass isn’t so different to learning to write copy

An old hymn might seem the last thing to help you become a better copywriter. But you’d be surprised… Do you remember singing Morning Has Broken at school? It was the first tune I ever learned to play on the bass guitar. And to this day I can still remember how to play it. There in the […]

I hope you hate it: A marketing masterclass from Alexander McQueen

Did you hate it?” No, the interviewer replies. “Shame. You’re supposed to,” says McQueen. When it comes to getting someone’s attention, you’ve got to go for emotions. If you don’t at least try, you’re guaranteed to fail. If you’re not thinking about how your audience relates to your writing, you shouldn’t call yourself a copywriter. You’ve […]

37 things I learned about marketing from DIY punk

Before I wandered unwittingly into the world of marketing and became a copywriter, I was a punk. Well, not strictly a punk in the proper sense. I was a little too young for tartan and safety pins. But one element of punk that thrived in the ‘post-punk’ era was the DIY ethic. Driven by record […]

COMPETITION: Win Pablo’s annotated copy of my book, The Art of the Click

PLEASE NOTE: Competition entries must be received BEFORE midnight on Friday 16th November. Pablo is a dog. When he’s not doing typical dog things, he spends most of his time observing his owner – the author, speaker and copywriter, Glenn Fisher. He watches him write copy, prepare talks and discuss marketing with various business folks. In doing […]

In defence of Love Island: Why copywriters should embrace the tanned twenty-somethings

I have a confession. Each night, around nine o’clock, my fiancée and I sit down and turn on the television. What we watch might shock you. You see, typically, we don’t watch a lot of television. I’m usually reading. At the moment I’m being very cultured reading Walter Isaacson’s obscenely heavy biography of Leonardo Da […]

More insight than you can shake a stick at

I received a nice message from copywriter Stephen Marsh this week, which sums up exactly what the aim of The UK Copy Call is. He wrote: “Just a quick note to say: I don’t usually go in for most of the ‘people talking about being copywriters’ stuff that seems to be out there right now, but UK […]

A tiny tweak to your email copy could be hugely profitable

At last count, it was estimated around 300 billion emails are sent on a daily basis. “Sometimes we have to spend a little time with the numbers.” 300. Billion. A day. That’s a damn lot of emails. So, with so much other email copy competing with yours, it hardly seems worth spending much time on it, right? […]