Briefs change, brands change, customers change too. But regardless of what I’m writing or who it’s for, these three fundamentals are at the heart of everything I do.
My copywriting trident…
1. Keeping it simple
People prefer simple. They like to understand things straight away. So I like to write in plain English, and only use big words if they’re needed. People love breathing space too. So I use punctuation. Lots of it. And I break the rules, starting sentences with and and but. It just feels more personal and honest.
2. Speaking the truth
Honesty is so attractive. Not the type that sounds offensive, but the transparent kind that bares your soul to people. Like you’ve got nothing to hide. It’s the easiest thing to sell. And if the truth about you is a bit dull, I’ll make it interesting. There are loads of ways to do this, but the most effective is by storytelling.
3. Telling a story
It’s often not the story, but the way you tell it. And I love nothing more than weaving brands into a believable fairytale. Stories by their very nature captivate people. Told in a unique voice and style, they give you personality, which helps you stand out from your competition.