Philip Cooke



Why did you choose a career in copywriting and how did you get into it?

Having worked previously as a tourism marketing consultant, I found that I gained more satisfaction and fulfilment from promotional copywriting and PR-related operations.

I guess I’m a practitioner at heart and I was never really comfortable writing marketing strategies for other organisations – telling other people what they should be doing and never seeing them again.

What work are you most proud of?

The promotion of ‘Tren Crucero’ – a heritage train journey from Ecuador’s Pacific coast to the Andean city of Quito – on behalf of Ferrocarilles del Ecuador and understanding the way it became a symbol of national unification.

I also like website copywriting – although I’m still unhappy with my own website!

What piece of copy do you really wish you’d written?

Anything written by the two very smart American ladies who produce ‘The Skimm’– it’s brilliant copy and a brilliant idea.

What do you do if you hit a bit of writer’s block?

If enough time, put it away until tomorrow or go for a walk.

If urgent, read it out loud and check my breathing to improve the punctuation. (i.e. insert a full stop when I run out of breath)

What are your favourite and least favourite writing-related tasks?

Favourite – creating short sharp copy that ‘speaks out’ from brochures and websites

Least favourite – anything where I know that I don’t really know what I’m talking about

Any copywriting pet hates?

Writing about myself or my own company.

What’s the best piece of career advice you’ve been given?

Always get on the plane.

Always go to where something might be waiting for you.

What advice would you give to people starting out on a copywriting career?

Read, read and read again.

What’s your favourite thing about being a copywriter?

Going inside my head.

The silence.

Where can people find out more about you?

I don’t use social media – I’m not interested in it and I believe in Edelman’s Trust Barometer and that ‘People Like Me’ also are not interested in it.

What do you think?

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