Why did you choose a career in copywriting, and how did you get into it?
Well, if I’m honest, I really I wanted to be an architect, so I did a degree in product design and then became a copywriter! That said, the constant thread from my degree onwards has been words, within the context of marketing, branding and design consultancy. My roles have included project management, new business and PR – but always working with words. I’ve been a freelance copywriter since 2003.
What work are you most proud of, and what makes it stand out for you?
When I featured in the Member Spotlight in 2018, I mentioned a brochure for Dualit (of toaster fame) which I produced with a graphic design colleague. We were given free reign, the end result was close to our original storyboard and the copy carried through to their new website. It remained unchanged for several years, so along with a couple of long-standing client relationships, I’d still cite Dualit as one of my copywriting highlights.
I’m equally proud of Square Pegs, a book I orchestrated and edited, having founded a non-profit organisation of the same name. The book pulls together chapters from various amazing individuals in the Square Peg network, all of whom work tirelessly to effect educational change and help those children and young people who are square pegs in a rigid ’round holes’ education system.
What piece of copy do you wish you’d written?
I’ve always been interested in advertising, even though I haven’t really done any strapline copy. So I love straplines like “Should’ve gone to Specsavers”, mainly for its limitless potential as a campaign.
I also think the writing in the Guardian – campaigns and articles – is first class, especially when it’s a bit irreverent and uses humour to make a point.
What principles guide the way you work with clients and approach your craft?
Listen, and challenge where necessary. I always try to be authentic and not agree to a flawed brief. Clients sometimes ask for the impossible: looking for copy to fill the gaps when brand values are too generic, failing to recognise customers’ negative perceptions, or holding back the information I need to gain a full understanding of the challenge. I won’t take on something if I feel the brief is wrong; instead I’ll question it (diplomatically, of course!) and offer positive solutions to arrive at a brief which is more workable.
Do you have any favourite copywriting hacks or techniques you’d care to share?
I’ll usually try and sleep on a final draft, and re-read it fresh in the morning.
If I’m starting a complex project which requires strategic thinking before any words hit the page I’ll often get a BIG piece of paper (ideally a kids’ poster roll or lining wallpaper), stick it up on the wall and just start writing words/drawing things. There’s something about being able to pin ideas on a wall; it reminds me of the ‘brand rooms’ we used to set up to immerse ourselves in the character of a brand when we were working on a project.
How has AI affected your work as a copywriter, and what do you think about its role in the industry going forward?
AI is a great tool, but for me copywriting is less about the end product (the words) and more about the process that ensures those words meet the objective. More often than not, they are just one element of a broader mix of media and messaging. And if this isn’t all built on the right foundations (the strategy) then the words can’t do their job. I’m thankfully not convinced AI is there yet. However, I think clients are using it to supplement or replace copywriters, especially where freelance budgets have been cut.
What do you do when you hit a bit of writer’s block?
Take a break and come back to it. Sometimes the ‘paper on the wall’ trick with a brain dump unblocks things, and a different perspective on the problem can help.
Any copywriting pet hates?
Inflexible grammar rules, as I prefer informal, colloquial language (although tone of voice obviously has to reflect the brand and audience). Long sentences that lose the reader along the way are also a bugbear. Oh, and the Nonsensical Use of Capital Letters.
What’s the best piece of career advice you’ve been given?
Don’t be afraid to change course, it’s better than being stuck doing something you hate, and only you can make things happen. If you really want it, you have to pull out all the stops and go for it. Lots of skill sets are transferrable if you think outside the box.
What advice would you give to people starting out on a copywriting career?
Decide whether you want to be a specialist or a generalist. I love the variety of my work and believe that I can bring a more valuable perspective to projects specifically because I’m NOT a specialist, but in certain sectors clients often want a specialist.
Know that you don’t need to have an English degree to be a copywriter. You just need to love words and be able to use them to engage an audience. Build your experience in as many ways as you can – start your own blog, volunteer your services to a not-for-profit organisation, offer to be an extra resource to more experienced copywriters.
How does ProCopywriters membership support your goals?
I think it gives copywriters like me credibility, and it feels good to be part of a network. There are some fab events and resources and I won a project within a couple of weeks of joining. Can’t be bad!
Where can people find out more about you?
My website – www.shoutaboutit.net. However, nothing beats an in-person meeting, as chemistry is an undeniable element of a working partnership. I’m based in Hove but will happily travel, and of course Zoom/Teams work equally well most of the time. Drop me an email (fran@shoutaboutit.net) or give me a call (07715494063).