Like any good copywriter, I don’t just write copy… In fact, in my experience I’ve found that all the most successful copywriters and ad men I’ve met and trained also write some form of ‘non-copy’ too. Mark Ford (Michael Masterson) and Nick Laight are poets, for example… Dave Fedash writes film scripts… Bill Bonner has published […]
Tag Archives: WRITING TECHNIQUES
Brainstorming is a bit crap. Or is it? It’s a difficult one. I say this: You should never disregard brainstorming as a tool for generating ideas. As a copywriter, when it comes to generating original and engaging headlines for a promotion, you’ve got to develop your own style. Me; I tend to pace up and […]
It’s always that Ogilvy guy, isn’t it? Damn him and his insight. But the fact of the matter is – he was right. I can’t remember in which of his books he mentions it (On Advertising or Confessions of an Advertising Man) and let’s face it, they’re both pretty similar anyway. But yes, he does mention it… […]
Chances are you do… In fact, the better you are at copywriting – the worse it could be. And believe me, left untreated it will worm its way into your brain and leave your copy crippled. You’ll come to write a new promotion and BOOM… it’s gone. You can’t write good copy anymore. Everything you try is a […]