A few years ago, when I was starting out as a copywriter,  I was approached by a zany, exuberant, slightly menacing man—imagine Doc from Back to the Future—about a new venture. We met in a pub in Camden and he started talking about a new...

Copywriting is a brilliant profession. We’re in the business of words, after all. And the English language has so many glorious words to choose from. Like panacea. And voluptuous. And some less glorious. Like moist. And sputum.  And with all these words to choose from, the...

  John Lewis’s latest print ad to catch our commuting eyes is, in my humble opinion, an example of great copywriting. Maybe not the kind of copywriting that wins Cannes Lions awards—although who’s to say it won’t—but the deceptively simple kind of copywriting that builds brand loyalty. The...

In every story there is a beginning, a middle and an end. Content strategy is much the same. The beginning you get to know your audience and their needs; the middle you structure the content around their needs and those of the business; and the...

This copywriting enquiry landed in my inbox the other day: “Dear sir, I’m looking for a copywriter to provide content for a new tech start-up website. How much do your services cost?” They might as well have said 'Help, I need a copywriting quote. That is...

I don’t think I’ve met a professional copywriter who was a full-on extrovert. Those I’ve met through the years have had a calm disposition, an air of introspection, a sniff of mental anguish. Maybe it’s because copywriting, for the most part, is a solitary endeavour; or...

Two envelopes arrive through my door. They look official. I slice the first one open. It’s from Kingston Hospital confirming an oral surgery appointment to have my wisdom teeth removed – something that fills me with immediate dread. Could be worse. A few hundred years...

I recently read a comment on Linked In that said some of the best copywriting has no call to action. None. Really? As a commercial copywriter who writes to sell, I have to disagree. I could understand if they were referring to the clever and pithy prose...

It’s the question that won’t go away…like automated calls for PPI claims, or Joey Essex. Over the past few weeks I’ve been working with a designer, let’s call him Rob, on a global marketing campaign. With just minutes to spare until we had to present our...