Conversations on Copy

8/13/2019 Conversations on Copy

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AllGoodCopy.com presents...

Dan Adams | Alastaire Allday | Stephen Marsh

Andy Maslen | Drayton Bird



AllGoodCopy.com Page 1 of 14

Conversations on Copy: Insightful Interviews with Professional Copywriters

Introduction: Why We Ask Questions

There’s something about the interview format that I like.

Maybe it’s the natural desire we have as humans to know more about our fellow man...

Maybe it’s the open nature of an interview, the idea it could go anywhere, explore an

unexpected issue...

Or maybe it’s just the chatty, down-to-earth nature of two people talking about something

they enjoy?

Whatever the reason, in the pages that follow, you’ll be presented with ve, each with acopywriter of very high calibre.

Not only will you enjoy insight from some of the hottest new guys working today, you’ll hear

from a couple of industry stalwarts who’ve been plying their trade successfully for many years.

You’ll discover many things: from how the pros work and which copywriters they draw onfor inuence, to the best books to read and which emotions are more powerful than others.

I hope you thoroughly enjoy this small collection and if you do, as well as sharing it with

your social circles, be sure to visit AllGoodCopy.com regularly as there’ll be many more

conversations of this kind over the next weeks and months.

Best wishes,

Glenn Fisher

Direct Response Copywriter

AllGoodCopy.com

http://www.allgoodcopy.com/










Interview #1 – Dan Adams of DanAdamsCopy.com

Dan Adams is an award-winning freelance copywriter who has worked with some huge

names including Virgin Media, British Gas and PayPal.

I caught up with him to pick his brains on all things copy and found out that as well as beinga fellow fan of Ogilvy, he also likes to mix things up with a bit of rap.

Here’s what he had to say:

AllGoodCopy: Who’s your biggest copywriting inuence in the industry?

Dan Adams: It’s a predictable answer, but probably Ogilvy. I think he shaped what creatives

now know as ‘the big idea’ i.e. the single concept that sells the product. Plus he showed

that advertising didn’t have to be dull.

AGC: Don’t feel so bad, he is a massive inuence for most people. Indeed, imagine theghost of David Ogilvy visits you at night and grants you copywriting superpowers. The only

catch is you have to choose ve words that you alwaysHAVE to use in your copy. What would they be?

DA: “You, your, yourself...” Err... I suppose the point I’m

failing to make is your copy should always focus on your

reader. Everything you write must be relevant to them.

ACG: You make a very good point. Copy can so easily

be improved by redirecting the message toward the

reader. You’ve still got two words left though: aside from

focusing on the reader, what other words do you ndyou often rely on?

DA: I think “quicker” and “easier” are two words that sell

a lot of products. Sure, saving money is important, too, but I think we’re all on the lookout

for things that make our busy lives a little less complicated.

AGC: You’re right. Simple sells. Now, as Ogilvy is a big inuence, I can kind of guess theanswer to my next question: what’s your favourite book on copywriting?

DA: Ha. Yes.He does gure, so I’ll give you two: Ogilvy On Advertising AND Hey Whipple,

Squeeze This. Obviously, the rst is a great introduction to the industry (for copywriters,designers and art directors too). Even though it was written 20 years ago, it’s all still relevant

today. The second challenges you to take new approaches to creating ideas and writing copy.

AGC: You know, I haven’t actually read the Whipple book, but many writers have told me

it’s good. I’ll check it out. It’s certainly got a quirky name. On that note, what’s your biggest

writing ‘quirk’?

DA: Not sure if it’s a ‘quirk’ but I like to get most ideas down on a notepad rst. The nishedversion will always end up on a computer, but the initial ideas, headlines and page structure

all start their lives on paper.

AGC: It’s a good practice. I do think you approach things slightly differently when you’re

scratching your ideas out on the page. I don’t do it as often as I should. What’s your actual

writing routine?

DA: Even as a freelancer, I like keeping a routine. I start early(ish) so I can enjoy my eveningsaway from a computer. Work then play; not the other way around.

Your copy should

always focus on

your reader.


http://www.amazon.co.uk/gp/product/1118101332/ref%3Das_li_ss_tl%3Fie%3DUTF8%26camp%3D1634%26creative%3D19450%26creativeASIN%3D1118101332%26linkCode%3Das2%26tag%3Dalgoco-21













AGC: Do you write every day?

DA: Not if I can help it. Copywriting is a fun job, but we all need time to switch off. I prefer to

spend my weekends seeing family and friends, cycling and playing football.

AGC: So how did you get into this copywriting gig in the rst place?

DA: A lot of luck. I was training to be a journalist but wasn’t enjoying it. I wanted to write

creatively, but wasn’t sure on a career path. Then a mate of mine suggested I meet the Head

of Copy at his agency. After I showed him a few examples of my work (blogs, articles, etc.)and proved I could think conceptually, he offered me my rst copywriting job.

AGC: I hope you bought that mate a few drinks: he saved your life! It’s funny you say about

wanting to avoid journalism in favour of creativity. I’m the same. But so few people who

want to write realise copywriting exists – they just assume they have to become journos.

DA: Yeah, I’ve often wondered why there aren’t as many recognised copywriting qualicationsfor copywriters as there are for, say, graphic designers.

Copywriting has been around for years after all. AGC: True. It’s part of my retirement plan to take copy

into college! It’s such a big, sprawling opportunity for a

lot of people. Indeed, what copy medium do you prefer

writing for – online, DM campaigns, television, etc?

DA: I love variety. But since I’ve been freelancing,

nearly all my work tends to be digital. That’s ne withme because digital can be just as creative as press

advertising, DM, etc.

AGC: Do you think there are any major differences

between writing copy for online or off?

DA: Absolutely. I think Jakob Nielsen called internet users

“lazy, ruthless and selsh.” So with that in mind, less ismore. Because people don’t have the time nor the desire to read endless text on a computer

screen in a way that they might read, for example, a book, a brochure, or an advert on the Tube.

AGC: You’d be surprised by the length of some copy I’ve had online that’s worked – but I do

agree with your point: the distracting nature of the internet has really forced copywriters to

up their game when it comes to keeping people engaged.

DA: And there’s a strong chance that your copy is the distraction. People might start reading

your copy when they should be ling a report, heading off to a meeting or picking up theirkids from school. If what you say isn’t compelling, why should they make the time for you?

AGC: Exactly. With that in mind, when it comes to targeting emotions with copy, do you

think there are certain emotions that are more effective?

DA: Well, humour is always effective. Just look at how many brands try to make their

marketing go viral by creating funny videos or pictures for YouTube, Facebook, etc. Of

course there’s a time and a place for humour, but when it works, everybody will be talking

about your brand.

AGC: You’re right: when humour is done well it really ies. The Usain Bolt stuff with Virgin

Media is a good example right now. It’s hard to pull off, though. What’s the one piece ofcopy – be it an ad, poster or sales letter – that you wish you’d have written?

If what you say

isn’t compelling,

why should they

make the time

for you?







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 inuenced 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

inuence from within the industry. What about outside inuences?

DA: OK, this might surprise you. Rappers. If you want a lesson in how to create a ow andrhythm 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 gures 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 nd out more about Dan Adams by visiting his website at www.danadamscopy.com


http://en.wikipedia.org/wiki/Immortal_Technique

http://scroobiuspip.co.uk/


http://www.danadamscopy.com/



http://scroobiuspip.co.uk/

http://en.wikipedia.org/wiki/Immortal_Technique






Interview #2: Alastaire Allday of AlldayCreative.co.uk

Are copywriters born? I’m not so sure. I have a different theory. More often than not it is

chance – a strange series of events lead us towards the discipline. It’s what happened to me

and it’s what happened for freelance copywriter, Alastaire Allday.

For Alastaire it was the perfect outcome – having already worked on campaigns for the likes of

Sony, Nescafé, and Oasis, he’s also already penned his rst book ‘Think Like a Copywriter’.

I caught up with him to nd out more about how he works, what inuences him and if it’sreasonably possible to use the word ‘anathema’ in copy.


AllGoodCopy: So, you’re the last guy speaking at copy seminar and everyone has heard

everything by now... what’s the one piece of advice you’d offer?

Alistaire Allday: Forget everything you’ve heard. No, seriously. You’ll learn a lot more by

doing than by listening. Make your own mistakes. Learn from them.

AGC: I agree; very good advice. I guess you could argue learning to write copy is just trial and

error. What’s the biggest mistake you’ve made, which since inuenced the way you write?

AA: I used to advise clients to emphasise price in their copy, but price doesn’t sell, quality

does. It’s the copywriter’s job to prove the product’s value.

AGC: How did you get into copywriting in the rst place?

AA: Good question. Short answer, I lucked into it. Long answer, I hung out with the wrongpeople – or to be more accurate, the wrong girl – and when her boyfriend found out a new

career on the other side of the country seemed prudent.

AGC: Haha. Aside from wronged boyfriends, who’s your biggest copywriting inuence?

AA: Ogilvy. He was a monstrous self-publicist. I know copywriters who are better than me

who don’t get half as much work because they don’t put

themselves out there. Advertise yourself.

AGC: Indeed, I was impressed when I came across your

website. Am I right in thinking you’re an online man when it

comes to copy?

AA: I’m a complete geek who’s more or less lived on the

internet since the mid-90s so the web is second natureto me. IMHO the entire internet as we know it started on

Livejournal in ‘99. I should know, I was there.

AGC: Do you think there are any major differences between

writing copy for online or off?

AA: Apart from the fact it’s much harder to blindside the reader (he can google your productin an instant), the fact that space is unlimited encourages people to write more words than

are needed. Don’t.

AGC: What is your favourite book on copywriting?

Influence is

probably the most

important bookyou’ll ever read







AA: Robert Cialdini’s ‘Inuence’ is probably the most important book you’ll ever read on the artof 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 tomake – 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, orid style. Hegot 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 ction in years, but it’s good to know there’s a third career waiting should I fallafoul 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 rst 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 ve words that you always had to use in every piece of copy, whatwould they be?

AA: My favourite words are “elucidate”, “ecdysiast”, “anathema”, and “shotgun”. If I ever

nd 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.”







AGC: Ah, Mad Men – justifying my mild alcoholism as a

key skill for creating copy. If you had to travel back in time,

which era would you have liked to have written copy in?

AA: Another great question! I think I’d like to give the

Roaring Twenties a shot, and not just because I’m a

Boardwalk Empire fan. It felt like things were just gettingstarted – digital felt like that for a while, though the industry

has denitely matured.

AGC: As for tapping into someone’s happiness, what’s the

best example you’ve seen?

AA: “Give every day a soundtrack” – Nokia have been using it since the rst MP3 phonescame out. It’s not about the product, it’s about what it does for you. Perfect.

AGC: I like that. What’s the one piece of copy – be it an ad, poster or sales letter – that you

wish you’d have written?

AA: Saatchi and Saatchi’s “Labour isn’t working” poster for Thatcher’s 1979 electioncampaign. Three simple words that swung an election and changed history.

AGC: I think that copy will be remembered for a long time to come! Finally though, as I like

to ask everyone... what’s your favorite novel?

AA: Venus in Furs by Leopold Sacher Masoch. A highly underrated novel of exquisitepsychological torment. Perfect primer for a job in this industry.

You can nd out more about Alastaire and download his book Think Like a Copywriter atwww.alldaycreative.co.uk

Advertising is

based on one

thing, happiness.


http://alldaycreative.co.uk/








Interview #3: Stephen Marsh of StephenMarshCopywriter.co.uk

What connects TV presenter Fiona Bruce, Hollywood actor Orlando Bloom and novelist W.

Somerset Maugham?

Give up? Well, they’re all from Canterbury.

As too is Stephen Marsh... a freelance copywriter and generally good egg.

He’s written copy for a vast variety of clients all around the world, including a private

detective, which is undeniably cool, right?

I caught up with him to discuss writing routines, dealing with emotions and E.L. Doctorow.


AllGoodCopy: I’ve been thinking about writing routines recently and how much of an effect

they have on the copy you produce. What’s yours?

Stephen Marsh: I get the structure in place before I do anything else, even if I’m only writing

a headline. You’ll see me writing Word documents that include “Heading About Cost-

Saving” followed by “Text text text”, as a way of getting the ow right. They can take hours,but then it’s just me and the Macbook Air until it’s done. That part’s fast.

AGC: Ah, that’s interesting. I’m a big fan of structuring things rst too. When teaching copy Iencourage people to plan out their writing as much as possible. People might argue it’s a bit

restrictive, but I’ve found it allows you to focus your creativity.

SM: Even if it just gives your creativity a clear direction for a while. Then you can ignore it

and go off the path, if you want. And they’re fast – sometimes I’ll come up with a load of

those plans, print them, and deliberate over which is the right shape.

AGC: What’s the strangest thing you do when working on a project?

SM: Aside from the way I prepare for writing with nonsense structural text, I tend to invest

quite heavily in brands I work for. When I’m working on one, I think about them constantly.

So I’ve got a thick le that’s full of headlines, ad concepts, and ideas that no client has everasked me for. Which isn’t overly useful.

AGC: It’s the client’s loss. I think what you’re doing there is spot on. For me, one of the most

overlooked qualities of good copy is authenticity, which is incredibly hard to replicate unless

you really do believe in the product you’re selling.

SM: Exactly. Ogilvy used everything he sold. He believed it was an important part of writingany copy.

AGC: I’d encourage any copywriter to follow your lead – do the research and live the

product and you will see better results. My friend John Forde is a master at it: he spends

weeks researching and note-taking before he even thinks about copy. How do you use your

research to inform your writing?

SM: I wouldn’t have a job without research. I wrote a blog post once that included a short

list of things I don’t know about. Cars. Mountain climbing. Potbellied pigs. But my job is

to research these subjects until I don’t just know about them – I actually care about them.

Without that, I’m not sure I could sell them.







AGC: You mentioned Ogilvy... is he a

big inuence?

SM: Is it too hackneyed to say Ogilvy is your

biggest inuence? Probably, but it’s true. Hewas someone who didn’t get too carried away

with the art of it and the creativity. He knew theslog that copywriting could be, and still loved it.

Same here.

AGC: So how did you get into copywriting in the rst place?

SM: I had rent to pay, and a daughter that needed shoes. I’m joking. She needed socks rst.I’d always written, so thought I’d try copy part-time. It quickly became my full-time job and

you’ll be pleased to know my daughter now has suitable shoes and socks for both of her

growing feet. So does her new sister.

AGC: That’s good to hear. If you can get a gig working for Clarks, they’ll both be sorted

for life. In seriousness, writing to look after your kids has a real emotional hook to it; whenit comes to targeting emotions with copy, do you think there are certain emotions that are

more effective?

SM: Positive ones. Some of my security clients have asked for copy that more directly

invokes a sense of fear, but it never delivers. Instead, you make people feel the protected,

safe feeling that security brings.

AGC: I know what you mean, but I’ve often found negative emotions seem to win out in the

end. Obviously it depends on context and the product itself, but it does seem a lot of writers

focus on people’s fears and anxieties – the things that keep them awake at night.

SM: You’re right – it depends on the context, and I think you can do both. But I’ve seencampaigns where they drive the fear so much they don’t have time to mention the ipside.Fear and anxiety help to create the desire, but I think you need the positive emotion to make

the sale.

AGC: Good point. How about words... if you had to pick ve words that you had to use inevery piece of copy, what would they be?

SM: You, Because, Better, Help, and If.

AGC: A solid selection. I think most people would be able to create some decent copy with

those. Talking of good copy, what’s the one piece of copy – be it an ad, poster or sales letter

– that you wish you’d have written?

SM: I’m not going to sound like a very interesting or unusual copywriter when I say

Apple’s “Here’s to the crazy ones.” It’s just perfect in every conceivable way, and totally

what I enjoy doing.

AGC: On that note, what copy medium do you prefer writing for – online, DM campaigns,

television, etc?

SM: I’m not sure I could pick. They’re all interesting in different ways. But – if you’re going to

force me – I’d say direct mail and email. That’s because it’s often a self-contained task: write

one great piece of copy that sells something.

AGC: Yeah, I like DM for that very reason – it’s pretty black and white. Do you think there areany major differences between writing copy for online or off?

I wouldn’t have a job

without research.


http://www.allgoodcopy.com/2012/07/how-sleeping-with-your-readers-will-improve-your-copy/

http://www.allgoodcopy.com/2012/07/how-sleeping-with-your-readers-will-improve-your-copy/






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 nd 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 biggestmistake you’ve made, which since inuenced 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 inuences; we touched on Ogilvy, who else has had the biggest effecton 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 astance I try to adopt.

AGC: Nice, that’s the rst time we’ve had someone like that mentioned. Book-wise, whatare 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

on Amazon. What about outside of copy... what’s yourfavourite novel?

SM: The Book of Daniel by E.L. Doctorow. A goodreminder that it’s not just what you say – it’s the way

you say it.

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 copyseminar 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 nish on. Thanks for taking the time to talk tous, Stephen.

To nd out more about Stephen Marsh visit his website at www.stephenmarshcopywriter.co.uk

The most

important thing inthe world is just

to be interesting.





http://www.amazon.co.uk/gp/product/190779414X/ref%3Das_li_ss_tl%3Fie%3DUTF8%26camp%3D1634%26creative%3D19450%26creativeASIN%3D190779414X%26linkCode%3Das2%26tag%3Dalgoco-21







http://www.stephenmarshcopywriter.co.uk/







http://www.amazon.co.uk/gp/product/190779414X/ref%3Das_li_ss_tl%3Fie%3DUTF8%26camp%3D1634%26creative%3D19450%26creativeASIN%3D190779414X%26linkCode%3Das2%26tag%3Dalgoco-21






Interview #4: Andy Maslen of CopywritingAcademy.co.uk

With four best-selling books on copywriting under his belt – not to mention more than 12years working as a marketer in the corporate sector – Andy Maslen is fast becoming one of

the UK’s most popular copywriters.

I caught up with him to nd out more about what inuences him, how he works and to ndout once and for all what the most essential word in copywriting is.

With a nod to Twitter, and as a challenge to get right to the point, we aimed to keep each

question and answer below 140 characters.

We didn’t do too bad...

AllGoodCopy: So, you’re the last guy speaking at a copy seminar and everyone’s heard

everything by now... what’s the one piece of advice you’d offer?

Andy Maslen: Too many people are simply recycling other people’s ideas. So give a case

study, with results if possible, showing what YOU do.

AGC: Fair play. And right now, I guess what you’re doing is The Andy Maslen Copywriting

Academy. It’s just launched, right? What the plan with that?

AM: The plan is to help copywriters get better at their chosen craft. Free resources, courses

and a community with proles and a forum.

AGC: On the craft of copy, what’s your preferred copywriting ‘format’, or should I say ‘speciality’?

AM: It has to be direct response. A lot of younger copywriters think it’s old-fashioned. But

it’s still where the big bucks are.

AGC: Couldn’t agree more. So, of copywriters past and present, who’s your biggest inuence?

AM: David Ogilvy, for his pioneering work on direct mail, and Drayton Bird, whose books I

bought within days of starting out.

AGC: Ogilvy is a big inuence for a lot ofwriters these days, and rightly so. What

piece of his advice do you nd yourselfquoting the most?

AM: “I don’t want you to tell me you ndmy ads creative. I want you to nd them so

compelling you buy the product.”

AGC: I was going to ask what your favourite

book on copywriting is, but I think I might have

an inkling.

AM: I’d have to go with Ogilvy on Advertising.

It’s not just about copywriting but it sets our

craft into the wider context.

AGC: You’re right. OK, from a different angle then: when it comes to non-copywriters, who

has had the biggest effect on your writing?

AM: Steven King, for his emotionally-charged storytelling but spare style; E.B White andWilliam Strunk Jr for The Elements of Style.

It’s not just about

copywriting but it

sets our craft intothe wider context.







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 andmarketing. 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 myhand as though practicing karate.

AM: I write speeches while out walking the dog. Marching through the elds declaiming to anon-existent audience.

AGC: Ha! I’ve been guilty of that myself. If you had to pick ve words that you always had touse 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 themoment) of those emotions in practice?

AM: OK, how about this, from MoneyWeek: “Three nancial 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 andcounting. Or David Ogilvy’s Rolls Royce ad.

AGC: And nally, 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 nd out more about Andy’s new Copywriting Academy by visitingwww.andymaslen.co.uk


http://www.copywritingacademy.co.uk/








Interview #5: Drayton Bird of AskDrayton.com

Drayton Bird wants me shot...

I’m not sure if he’s aiming for a fatal wound or if he just wants to ‘see me dance’ as per the

poker scene in Goodfellas.

Either way, it’s not every day that a legend of the copywriting industry issues a bounty on

your head.

So, what happened?

Well, as usual, it’s my fault...

I asked too many questions.

I invited Drayton Bird to run the gauntlet of my usual quiz.

He kindly agreed to take part. Indeed, he’s gone one further and recorded an insightful

video response.

Though the questions required some thought, Drayton has risen to the challenge and in doing

so has provided some excellent answers. I think you’ll nd them both entertaining and useful.

From explaining which emotions can be most effective in your copy to revealing the

copywriters that have had the biggest inuence on his own career, Drayton covers many ofthe issues we’re challenged with each day as a copywriter.

So, I hope you enjoy it.

Indeed, be sure to leave a comment on the website if you nd Drayton’s video helpful.

Oh, and mind out for the seagulls...

Watch Drayton’s response to my questions here.


http://www.allgoodcopy.com/2013/07/why-drayton-bird-wants-to-shoot-me/

http://www.allgoodcopy.com/2013/07/why-drayton-bird-wants-to-shoot-me/




AllG dC P 14 f 14


Resources: Where to go for more

Before I send you off to nd out more about each of the copywriters featured in thiscollection, I’d like to take this opportunity to thank each one of them for answering my

questions and sharing their experience.

As you can tell from each individual interview, each of these writers have some great ideas

and are worth getting to know.

You can nd out more about them on their websites here:

Dan Adams: www.danadamscopy.com

Alastaire Allday: www.alldaycreative.co.uk

Stephen Marsh: www.stephenmarshcopywriter.co.uk

Andy Maslen: www.copywritingacademy.co.uk

Drayton Bird: www.askdrayton.com

And of course, I hope you’ll visit my own website regularly to nd more interviews just likethese and a vast range of free direct response copywriting insight and advice. Feel free to

pop along and say hello:

www.allgoodcopy.com

Dan Adams Alastaire Allday Stephen Marsh Andy Maslen Drayton Bird

Discover 20 proven ways to boost conversionThis easy to follow guide will help you become a

better copywriter and make more sales...

Get the full details and secure your copy here.






http://askdrayton.com/


http://writebettercopy.co.uk/

http://writebettercopy.co.uk/


http://askdrayton.com/






Conversations on Copy

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