I’ve been running copywriting workshops for over 25 years now. There are two common follow-up questions. One: ‘can you send me examples of briefing templates?’. I like this. You see, I’m a stickler for paperwork. In my workshops, I often bang on about ‘Good creative...
Ah. I remember school. Quite fondly, actually. My school was unusual. Founded in 1552, with a uniform that dates back over 450 years (and still worn today). Wonderful teachers and education. And I remember essays. Lots of essays. I always left them to the last...
Michelangelo was once asked how he went about the sculpting process. His answer? ‘I saw the angel in the marble, and carved until I set him free’. How amazing is that? To see a thing of beauty in an unwieldy block. For me, this sums...
I’ve been a so-called ‘creative’ for over 30 years. I say ‘so-called’ because I think people misunderstand what we mean by creativity, in a marketing context. Sometimes, I get copywriting briefs from clients that go like this: ‘We were late to market. We’re not as...
I’m going to let you in on a secret. Actually, five. Why? Well, five seems like a nice round number. No, seriously. I want to share some secrets to help you when working with a copywriter. Things you might not have realised. Things they probably...