Tag Archives: The Art of the Click

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 […]

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, […]

Barbara’s green egg

“What you working on, Phil?” asks Barbara as she brings a cup of lapsang to her husband. He doesn’t look up, seemingly absorbed by the image of a large chicken egg he’s drawn in the middle of the A3 sheet of paper in front of him. “What is it, Philip?” She sees him jump as he […]

Ideas are irritating

Sometimes ideas are right there in your face, shouting at you like an arrogant teenage kid who thinks they know best. Other times they’re nowhere to be seen, like your broke mate Steve who’s always in the toilet when it’s his round at the bar. I’ll tell you what… From now on, let’s boycott ideas. […]

Five concise copy thoughts to get you thinking

Here’s the plan… I’m going to hit you with five fast chunks of concise copy thought. Ready? Some Ideas Suck Some of your ideas will suck.⁣ ⁣ And that’s OK.⁣ ⁣ No one hits gold every time.⁣ ⁣ To get the good ideas out of your head you need to let the bad ones out […]

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 […]

Creative paralysis: Don’t let other people’s work stop you creating your own

I get so worried by what other people are doing. It’s the worst kind of anxiety. Right now, I’m reading The War at the End of the World by Peruvian writer Mario Vargas Llosa. It’s great. It’s also massive. 750 pages. And no pictures. I’m halfway through and can’t believe how dense the damn thing is. The […]

The most useful word a copywriter can have in their toolbox

Before we get to into this, some great news… I’m writing today from a hotel room in east London, where I’m looking out over the Tower of London. I made the trip down from my usual northern seaside hideout to attend the shortlist reveal event for the Business Book Awards 2019. My book, The Art of the […]

The myth that no one reads long copy – part two

“All my experience says that for a great many products, long copy sells more than short…” Those are the words of David Ogilvy, in Ogilvy on Advertising. He was a pretty experienced guy when it came to copywriting… Did a few good things, apparently. Interestingly, Ogilvy went on to suggest one of the reasons behind this idea […]

Picasso vs Matisse: Why you should embrace your competition

It’s the early 1900s. You’re in Paris. Specifically, you’re in Gertrude Stein’s home at 27 Rue de Fleurus. On the walls surrounding you are hung what will become some of the most important works of art ever to have existed. But that’s all to come. Right now, the talk around you concerns two specific artists. Both […]