Charles Cuninghame – text-centric
June 04, 2013
This much I know…
A series of interviews with copywriters
You can recognise great copy because it …
… attracts the attention of the target audience and motivates them to take action in the advertiser’s favour. Marketing and sales results are the true measure of good copywriting, despite what the advertising awards people would have us think.
I know I’ve done a good job when…
… I feel I’ve done the best I can with the information I’ve been provided.
The ideal client is …
… a medium-sized business. They often have a decent budget for copywriting and you usually deal directly the decision makers
My favourite type of work is …
… writing website content. It’s my area of expertise and what I do best
People like my copy because …
… it makes them look good and helps increase sales.
Too many people think copywriting is …
… merely “wordsmithing”. They don’t really understand just how much good copy can boost the bottom line.
To me, copywriting is all about …
… selling in print.
The thing that drives me mad is …
… having my copy criticised by people who not only can’t write, but don’t have the first clue about marketing either. But what can I do, they’re my clients!
If I wasn’t a copywriter, I’d be a
… marketing consultant.
When I was growing up my parents always told me …
… “Take the initiative.” I’m sure they meant well but it really annoyed me.
I relax by …
… going surfing.
My guilty pleasure is …
Hollywood gossip websites.
About Charles
Charles Cuninghame took the plunge as a freelance copywriter in 1997. Working from his home office he’s written websites, brochures, and sales and marketing collateral for industry leaders such as Adobe, American Express, eBay and Toyota, and a bunch of great little companies too.