Imagine, for a moment, that you have a favourite fifteen-year old niece or not-totally-obnoxious sixteen-year old nephew who has expressed an interest in being a copywriter. This would be an ideal book with which to pique their interest further, dispel the myths about becoming an overnight millionaire in exchange for scribbling a couple of killer campaign headlines – and then lead them gently from their last class in English literature, through the corridors of common sense regarding career choices to the open fields of creativity.
It’s a pretty good introduction to what we do and how anyone can do it reasonably well. Aphorisms are sprinkled librerally thoughout and, like the chocolate crops in a triple-choc-muffin, they’re pretty tasty. ‘The solution to most copywriting problems is common sense expressed with genuine enthusiasm…’, being one. ‘If in doubt, leave it out…’, being another. Sweet. Succinct. Sensible.
It’s not a heavyweight tome, it’s more of a dip-in, dip-out, cover-a-lot-of-ground piece of work. Middle-aged housewives (allegedly) read cookery books in bed for light entertainment. Slightly older men (probably) have a copy of ‘Sheds I Have Known’ on their bedside table. ‘Brilliant Copywriting’ is more of a bedtime book than a bathroom book – if you know what I mean. It has some substance to go along with the witticisms, and there’s enough wisdom in its pages to warrant the secretion of a small notebook and pencil under your eiderdown.
Brilliant Copywriting does prompt thoughts; it stimulates the little grey cells, and the ‘interview’ section in its back pages sheds should satisfy curiosity for curiosity’s sake, if you’ve ever wondered ‘Who *does* write the blurb for Innocent?’ It's a good book. Read it, pass it on.
• Do think of it as a good reason to plump the pillows, enjoying a nice mug of hot milk as you turn the pages
• Don’t think of it as reading for the train into town with a white wine sprtizer in a Styrofoam cup
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