Professional Documents
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Presents... : Dan Adams Alastaire Allday Stephen Marsh Andy Maslen Drayton Bird
Presents... : Dan Adams Alastaire Allday Stephen Marsh Andy Maslen Drayton Bird
Glenn Fisher
Direct Response Copywriter
AllGoodCopy.com
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Conversations on Copy: Insightful Interviews with Professional Copywriters
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Conversations on Copy: Insightful Interviews with Professional Copywriters
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Conversations on Copy: Insightful Interviews with Professional Copywriters
DA: Can I choose a strapline? If so, probably “Just do it.” It’s perfect because it sums up the
Nike brand so well and shapes so many of their communications.
AGC: Ha. That reminds me of a chap at a workshop I was at in France recently. He was
trying to remember that phrase and ended up telling people to “Just do something.” It made
it sound desperate, but weirdly appropriate for the talk he was giving. What’s the biggest
mistake you’ve made, which since influenced the way you write?
DA: I think I’m more open to criticism now. When I started out, I had to bite my tongue when
I saw some client amends. But you have to remind yourself you’re writing to solve their
problem – not bolster your portfolio.
AGC: That’s a good way of looking at it. Earlier we spoke a lot about Ogilvy being a big
influence from within the industry. What about outside influences?
DA: OK, this might surprise you. Rappers. If you want a lesson in how to create a flow and
rhythm with your words, listen to hip hop. Check out Immortal Technique or Scroobius Pip
for a master class.
AGC: I’m completely with you there. My girlfriend loves that stuff and I’ve realised in
listening to it more and more that some of the better rappers have a brilliant grasp of
language. Book-wise, what’s your favourite novel?
DA: Lord of the Flies by William Golding. I loved it as a kid but I think it transcends
generations. Seeing this group of school kids turn into savages because there are no
authority figures around is fascinating.
AGC: A great book. Finally, then, something I always like to ask: you’re the last guy speaking
at a copy seminar and everyone has heard everything by now... what’s the one piece of
advice you’d offer?
DA: Just have faith in yourself and your ability. If you have an idea – no matter how stupid –
tell people about it. You might just have found a really original way to answer your brief.
AGC: Excellent advice, Dan. Thanks.
You can find out more about Dan Adams by visiting his website at www.danadamscopy.com
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AA: Robert Cialdini’s ‘Influence’ is probably the most important book you’ll ever read on the art
of persuasion. You could start a cult after reading that book. It’s so good it should be illegal.
AGC: You’re right. It’s up there in the top three I think. Have you come across Eugene
Schwartz’s ‘Breakthrough Advertising’?
AA: I’ve not read him, but I understand he makes the same point a lot of us are still trying to
make – cut the hard sell and start serving what your customers want.
AGC: Yes, it’s a very practical read and worth it. As for people outside the industry, who has
had the biggest effect on your writing?
AA: Probably my tutor at university. I used to write in this terrible, affected, florid style. He
got me into writers like Hemingway and Carver – brilliant writers who understood that less is
more.
AGC: Couldn’t agree more. I give trainee copywriters Hemingway along with Ogilvy and
the like as I think the stripped-down style is key. Strangely, when old Papa tried his hand at
copywriting he was crap!
AA: Back in the 70s Salman Rushdie wrote Aero’s “Irresistibubble” campaign. I haven’t tried
my hand at fiction in years, but it’s good to know there’s a third career waiting should I fall
afoul of any more irate boyfriends...
AGC: What’s your writing routine?
AA: I live my life backwards. I’m a night person, so I like to get up late, do my emails, go out
for a leisurely lunch, then write in the afternoon. Often I forget myself and when I look up it’s
one or two in the morning and I’m still at my desk.
AGC: And what’s your biggest writing ‘quirk’?
AA: I insist on using an old fashioned mechanical keyboard and a monochrome screen –
colour distracts me. If possible I use a distraction free program such as Writeroom, if I’m
editing I’ll use a program called DarkAdapted to get a similar effect.
AGC: That’s the first time I’ve heard that! Interesting. Do you ever handwrite copy?
AA: I keep a notepad on me at all times in case inspiration strikes, but I can type a lot faster
than I write, which is important, as it enables me to get more ideas down on the page before
I forget them.
AGC: If you had to pick five words that you always had to use in every piece of copy, what
would they be?
AA: My favourite words are “elucidate”, “ecdysiast”, “anathema”, and “shotgun”. If I ever
find a way of shoehorning them into some copy, I’ll let you know.
AGC: I seem to remember a long copy sales letter that had shotgun in the headline but can’t
remember the context. Good luck with the other three!
AA: Cheers. I think I’ll need it!
AGC: When it comes to targeting emotions with copy, do you think there are certain
emotions that are more effective?
AA: I can only quote Don Draper on this one: “Advertising is based on one thing,
happiness... that whatever you are doing is okay. You are okay.”
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SM: I think it’s harder to get attention online, because attention spans are shorter than ever.
That said, if you make sure you’re unusual and creative with web copy, you can really stand
out against the background of boring sound-alike sites.
AGC: It goes back to what you were saying about investing time in the product to the
point where you can find that something in it that sets it apart. The mistake people make is
when they rush things so they end up sounding generic. What would you say’s the biggest
mistake you’ve made, which since influenced the way you write?
SM: In terms of copywriting? Probably the early days, when I thought good copy was that
generic sales voice, the type you hear on PPI ads. It wasn’t good. It was boring. Now, the
most important thing in the world is just to be interesting.
AGC: “Be interesting” is a good phrase to remember when it comes to copywriting. I’d like
to get back to your influences; we touched on Ogilvy, who else has had the biggest effect
on your writing?
SM: I’m a big TV fan, and into storytelling generally, so I’d say ex-Eastenders writer Tony
Jordan. Whenever you hear him speak, there’s no pretence. He’s just a guy who writes. It’s a
stance I try to adopt.
AGC: Nice, that’s the first time we’ve had someone like that mentioned. Book-wise, what
are your favourites on the subject?
SM: Copy.Righter by Ian Atkinson was very good. I also love Andy Maslen’s Write Copy Make
Money. And now I’m reading Breakthrough Advertising,
which I think I read about on your website?
AGC: It’s a good one. But I recommend people try to get
a free PDF copy from the web as it’s over a grand now
The most
on Amazon. What about outside of copy... what’s your
favourite novel?
important thing in
SM: The Book of Daniel by E.L. Doctorow. A good
reminder that it’s not just what you say – it’s the way
the world is just
you say it. to be interesting.
AGC: That’s the chap who wrote Ragtime, right?
That’s interesting, I was on a trip recently with another
copywriter who was reading that. It seems Doctorow is a popular author for copywriters.
SM: That’s him. Ragtime’s great, too. He tells stories in such unusual, attention-grabbing
ways. I guess that’s why copywriters like him.
AGC: OK. Last question and one I always ask: you’re the last guy speaking at a copy
seminar and everyone has heard everything by now... what’s the one piece of advice
you’d offer?
SM: Don’t forget to listen to your instinct. Sometimes that incredibly long headline that
experts laugh at will work. For better or worse, nobody in this business knows more than
you about the copy you’re writing this moment.
AGC: You’re right and it’s an inspiring point to finish on. Thanks for taking the time to talk to
us, Stephen.
To find out more about Stephen Marsh visit his website at www.stephenmarshcopywriter.co.uk
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AGC: I’ve always found P.G. Wodehouse an interesting non-copywriter; he forced himself to
write at least 1,000 words a day. What’s your routine?
AM: 8.30-11.00 – very productive – write lots. 11.00-2.00 – off the boil – sales and
marketing. 2.00-6.00 – productive again – do more writing.
AGC: And what’s your biggest writing ‘quirk’? I tend to pace a lot and strangely chop my
hand as though practicing karate.
AM: I write speeches while out walking the dog. Marching through the fields declaiming to a
non-existent audience.
AGC: Ha! I’ve been guilty of that myself. If you had to pick five words that you always had to
use in every piece of copy, what would they be?
AM: Free. Easy. Quick. You. Now.
AGC: A good selection. Would you go with them in that order? I’d be tempted to put ‘You’ at
the top.
AM: You. Easy. Quick. Free. Now. That’s almost a sales letter right there!
AGC: When it comes to targeting emotions with copy, do you think there are certain
emotions that are more effective?
AM: Fear. Envy. Anxiety. People are more afraid of missing out or losing what they already
have than they are greedy for more stuff.
AGC: I think you’re very right there. What’s the best example (that you can think of at the
moment) of those emotions in practice?
AM: OK, how about this, from MoneyWeek: “Three financial timebombs that could damage
your wealth in 2012!”
AGC: Ha! The chap who wrote that’s a good friend. A good writer too. What’s the one piece
of copy you wish you’d have written?
AM: The Wall Street Journal letter written by Martin Conroy in 1974. $2bn in sales and
counting. Or David Ogilvy’s Rolls Royce ad.
AGC: And finally, as I like to ask everyone... what’s your favorite novel?
AM: Pickwick Papers. It makes me laugh out loud every time. Dickens was a master – and
not a bad salesman either.
You can find out more about Andy’s new Copywriting Academy by visiting
www.andymaslen.co.uk
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Dan Adams Alastaire Allday Stephen Marsh Andy Maslen Drayton Bird
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