This much I know…
A series of interviews with copywriters
You can recognise great copy because it …
… gets each reader to think or do whatever the writer/client wants that person to think or do
I know I’ve done a good job when…
… my copy achieves the objectives for the communication (as agreed with the client)
The ideal client is …
… well-prepared (i.e. has a brief), well-adjusted (i.e. has a sense of humour and is easy to deal with) and well-heeled (i.e. they’re willing to pay the rate quoted, on time)
My favourite type of work is …
… intellectually stimulating and lucrative
People like my copy because …
… it meets the brief
Too many people think copywriting is …
… something to do with that small c in a circle (copyright); something they can do themselves
To me, copywriting is all about …
… words and structure leading to reader (re)action
The thing that drives me mad is …
… dunked biscuits getting too wet
If I wasn’t a copywriter, I’d be a …
… professional pedant
When I was growing up my parents always told me …
… “Don’t use that tone of voice with me… use mid-register Plain English instead”
I relax by …
… playing football, tennis and word games
My guilty pleasure is …
… my stash of dunking biscuits
About Richard
Richard has over 20 years’ experience creating copy for big-name clients (Sony, RIBA, and Pioneer among them) and agencies (such as Ogilvy One, Publicis, Saatchi’s). He’s written for consumer and business audiences, across multiple platforms and industry sectors, and delivered writing training to marketers at The Economist and other organisations.
http://uk.linkedin.com/in/richardatrichwords