Introduction to copy...

I truly believe that anyone can write good long copy. There's no need to have an extensive vocabulary or a degree in English. Simple words suffice. Simple words feel more natural to a customer.

The ability to write like Dickens is redundant in today's world of advertising. You should be more like The Sun than the The Daily Telegraph. There are times when 'proper' English is appropriate. Brands such as The Economist, perhaps, or a financial company like Delloite. But 99% of the time, customers will be more responsive to everyday, maybe even colloquial language.

Each brand will have a different language or a different tone of voice (I will talk more about this in a later post). Our job, as a copywriter, is to use that voice and choose the words that fit best with the brand and more importantly the customers. Communicate with customers as quickly and succinctly as possible and the results will look after themselves.

I should probably say that I work mainly on long copy for Direct Marketing (DM) and digital, but I have written across many different forms of advertising in my short time as a copywriter. But what I write about in this blog will usually refer to long copy in a DM format.

If you're just starting out as a copywriter I recommend going to a small agency that specialises in DM. This way you get to learn the rules passed down from generations of advertising greats. Then when a moment of genius hits you, you can break those rules and hopefully create some 'killer' copy.

Another tip if you're at university or in-between placements is getting some work as a salesman! This doesn't have to be a door to door nightmare but could simply be at your nearest mobile phone store or on a market stool selling fruit in Albert Square! I chose the mobile phone option while at university. I worked in a store where you get useful insights into the language ordinary people respond to, as well as learning creative ways to sell products. Basically, I learnt how to make a shit phone sound awesome! And this has been priceless in helping me develop quicker as a copywriter.

Books: Learn the rules...then break them

I'm going to start this post with a quote from Aldous Huxley, an author who once blessed the advertising world with his literary skills:

"I have discovered the most exciting, the most arduous literary form of all, the most difficult to master, the most pregnant in curious possibilities. I mean the advertisement...It is far easier to write ten passably effective Sonnets, good enough to take in the not too inquiring critic, than one effective advertisement that will take in a few thousand of the uncritical buying public."
Aldous Huxley, 1923

I really like this quote. It scares me, as a junior, to think that copywriting could be 'the most arduous literary form of all', but at the same time, I want to be a master of copy and to do that I know it's going to be hell at times.

I believe that when you start something, you should learn the rules before you can break them. I would recommend following this very unoriginal insight. I'm going to do my best to put those rules down in this blog, but it's probably best to learn from the people who have created some of the best ads, and/or best names for themselves, in advertising.

Here, after much babble, is the list of books any aspiring copywriter should read (in no particular order except alphabetical):

It's Not How Good You Are, It's How Good You Want To Be - Paul Arden
Whatever You Think, Think The Opposite - Paul Arden
The Advertising Concept Book - Pete Barry (Not much on copy, but still excellent)
Commonsense Direct Marketing - Drayton Bird
How To Write Sales Letters That Sell - Drayton Bird
The Copy Book - Alaistar Crompton (Good luck getting your hands on it cheaply)
The Craft of Copywriting - Alaistar Crompton
From Those Wonderful Folks Who Gave You Pearl Harbour - Jerry Della Femina
Ogilvy On Advertising - David Ogilvy
Confessions Of An Advertising Man - David Ogilvy
Hey Whipple Squeeze This - Luke Sullivan
A Technique For Producing Ideas - James Webb Young

That should keep you busy for a while. And if there are any more you think should be on there, just let me know.

The reason I'm writing about copy

Simply put - I'm an aspiring copywriter.

I'm also doing this because my creative director thought it would be a good idea. The more I think about it, the more it makes sense.

I aim to write what I think about copy, which probably won’t differ much from the norm. It will contain quotes from those who we all consider legends. It’s likely to be wrong most of the time (I will use the excuse of being a junior when it is). It will be in sporadic stages and in no particular order.

This is essentially a selfish mission. I'm doing it to benefit myself - to make me a better copywriter. If some of you reading this find it useful, then great. But please let me know if you'd like my creative director's email address to let him know what a great job I'm doing!

So, where to begin?!