Updates. Ideas. Rants. Techniques. Opinions. Blog.

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A Copywriter Doesn’t Always Sell Things

It’s here again. It’s almost Christmas. And there are things everywhere.

Things to eat. Things to do. Things to wrap. 

As you’d imagine, I’ve written copy to sell a huge range of things over the course of the year – from cars to milk.

But many of my most memorable projects in 2017 haven’t been about selling things at all.

They’ve been about selling ideas.

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How to Get More from Interviewees

A guest post from Lauren Holden.

“So, tell me more about your inspiration for Plankton Portraits,” I asked the man responsible for bringing this intriguing exhibition to Lancaster’s Maritime Museum.

“Errr, plankton,” he swiftly replied, before adding, rather rudely: “What a stupid thing to ask!”.

Admittedly, I might have worded the question a little differently, but I was fairly new to my role as reporter at Morecambe’s The Visitor newspaper and I was still learning my trade. Just then, something my wise old dad told me during my years serving meals to the sometimes less-than-polite punters in a well-known restaurant chain popped into my head.

“Joe Public is an a**e.”

Even, it would seem, when you’re doing him a favour – and promoting the event he’s hoping will draw in a sizeable local crowd.

It’s the same when you’re interviewing copywriting clients for case studies, or getting to know a person so you can get to know their brand.

So, just how do you get the most out of an interviewee, a subject for a newspaper piece or a copywriting client?

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Write Less. Do More.

A guest post by Alastaire Allday. 

As a freelance copywriter, I have fought against copy mills, bad clients, price-per-word estimates, and B2B jargon. But now I’m going to take a stand against something more controversial.

Words.

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