Why did you choose a career in copywriting, and how did you get into it?
Copywriting chose me.
I studied Graphic Design for 4 years, then for some odd reason I decided to major in Copywriting in my final year.
I landed a job in a London ad agency and ended up doing both the art directing and writing. Decided I liked the art directing bit best (going on the photo shoots was a major plus), but then spent the next 30+ years dipping in and out of both.
Having been a Copywriter and Art Director, Creative Director and creative business owner, I’ve had plenty of opportunities to work out where my strengths lie.
In 2017 I went freelance and made a decision, to stop faffing and concentrate on brand copywriting. Nine years later, it still feels like the right move.
What work are you most proud of, and what makes it stand out for you?
I’ve had lots of career high points. Big brand ad campaigns, pitch wins, brand building successes, creative curve balls…
A couple of years ago, I was lucky enough to build brand language for a new creative agency based in Brighton. I was let loose on everything, from the brand naming (dollop) and strapline (creativity with splattitude), to all the web copy, blog posts, video script, social media bits, direct marketing…
The client gave me free rein to have fun with the language. Total trust, mutual respect, creative pluck and a great end result. What more could you ask for.
(case study here: https://www.sowhatif.co.uk/portfolio/dollop/)
What piece of copy do you wish you’d written?
‘A poster should contain no more than eight words, which is the maximum the average reader can take in at a single glance. This, however, is a poster for Economist readers.’
I’d be pretty chuffed with that in my portfolio.
What principles guide the way you work with clients and approach your craft?
Never, ever let people down.
(Here’s the full ‘Jonifesto’: https://www.sowhatif.co.uk/jonifesto/)
Do you have any favourite copywriting hacks or techniques you’d care to share?
Stuck with a word? Type xxxxxxxxxx, then work it out later. Stops you losing the flow.
How has AI affected your work as a copywriter, and what do you think about its role in the industry going forward?
As I say on my website:
‘I do not, and will not, use AI to think, write or edit for me.’
What do you do when you hit a bit of writer’s block?
Do something else, then return refreshed.
Any copywriting pet hates?
Hate is a very strong word.
What’s the best piece of career advice you’ve been given?
“Great headline. Now park it and come up with another 50.”
What advice would you give to people starting out on a copywriting career?
If the compulsion is irresistible, do it.
Write like a demon. The more you write, the better you get.
Learn from the masters, but don’t get bogged down in reading every copywriting book ever written; read all sorts of other stuff.
Get a mentor. Network. Share your ideas.
Work hard. Grind it out. But, be kind to yourself and others.
Be patient. Be humble. Be happy.
How does ProCopywriters membership support your goals?
It gives me a whole bunch of other writers to spar with.
Where can people find out more about you?