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Andy Nattan

by Andy Nattan: June 6, 2012
Posted in Spotlight

Andy NattanWhen and how did you become a copywriter? What did you do before?

I didn’t find out what a copywriter did until my first interview! After graduating from University, I had no idea what I wanted to do. So I applied for pretty much every job that looked interesting, and somehow stumbled into a junior copywriter role at an on-hold marketing company. First real job, and it turned out I wasn’t bad at it.

What made you want to be a copywriter?

As a student, I wrote regularly for a number of websites, so I had half an idea that I could write. But as I mentioned above, I never really had any idea that I’d be able to turn my hobby into a career.

What types of copywriting do you do, and for what clients?

I currently work at an SEO company, so 99% of what I do is website copy for smaller businesses. In the past, I wrote telephone scripts for an on-hold marketing company (amusing sample here), and I’ve done my fair share of brochures and print ads into the bargain.

What do you enjoy most?

Any brief that lets me inject a bit of character or humour into a piece. The majority of businesses I work with like very serious, professional tones. So it’s always great to cut loose with something funny.

How do you work?

As I said, I’m the copywriter for FirstFound, an SEO company in Manchester.

What sort of working setup do you have?

In the office, I’ve got a fairly standard desk layout set up next to the web design team. PC, dual monitors, calendar, picture of Justin Bieber…

At home, it’s pretty much the same. I know some people can sit on the couch, writing on their Mac Book, but I need a PC, a proper desk, and a window to stare out of.

Recommend one book that copywriters should read.

Anything and everything by the author Kurt Vonnegut. He was a copywriter before he wrote insane novels, so he’s got a very compact style. Not a wasted word in his whole back catalogue. I think most of us can learn from that.

How have things changed in the time you’ve been a copywriter? What’s better, and what’s worse?

I’ve only been in the industry for five years now, but in that time we’ve finally resolved the relationship between the search engines and website copy.

Even three years ago, people were still claiming that SEO copy had to be an exercise in synonyms and keyword stuffing if it was going to rank on Google. Now we’ve all relaxed a bit and realised that relevant, informative copy is just as important to the search engines as it is to the reader.

If you could change one thing about your working life as a copywriter, what would it be?

While being a salaried employee means I don’t have to worry about making ends meet, I would quite like the freedom to work in an environment where ties and trousers are optional.

After all, who doesn’t like writing in their underwear?

What’s the weirdest thing that’s happened in your copywriting career?

A brief I had to work to as a junior. A client who ran an animal sanctuary and a pet accessory store wanted a website to advertise her “doggy catwalks”.

Her idea was to shuffle a poor, abandoned pooch about, clad in a tartan sweater, in the hope that someone would buy the dog and the dog clothes.

I still have no idea how to pitch that service to rational people.

What single piece of advice would you give other copywriters?

Read often. Read books, read magazines, read blogs and read other people’s copy.

You won’t find better sources of advice, inspiration or ideas than professionally written pieces, so make sure you take the time to read and deconstruct other people’s work.

Especially Unmemorable Title.

Andrew Nattan divides his time between writing compelling copy, blogging over at Unmemorable Title and staring out of the window. Today he saw a pigeon.

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