Why did you choose a career in copywriting, and how did you get into it?
I got my BA in writing and literature with the intention of being a magazine writer. That didn’t quite pan out, so I moved to Paris where my parents were living to work with my father importing French wine to UK hotels and restaurants. I named the company Red, White and You, and wrote all marketing and exhibition materials. This was my first foray into copy. The only problem, I wasn’t making any money. So I moved back to London and started working at creative and design agencies in business development. I wrote plenty of copy in these roles but sales wasn’t for me. My heart was in the studio with the creatives. So I made it my mission to sidestep into a creative copywriting role. I got all the books, joined organisations like 26, threw myself into projects, and eventually met someone there who gave me my first proper break writing an annual report. The rest, as they say…
What work are you most proud of, and what makes it stand out for you?
For the past six months I’ve been working with a brand as a creative and strategic partner. I can honestly say it’s been one of the most rewarding projects of my career. I started by developing their brand voice and have since worked on everything from a brand launch presentation and website to a brochure, three email flows and a press release. Next month I’ll be at their official launch at Sea Containers in London, watching it all come to life.
It’s not just the volume of work. It’s having the opportunity to help define and launch a brand that’s genuinely disrupting its industry. From day one to launch day. That doesn’t happen often.
What piece of copy do you wish you’d written?
I’m drawn to writing where you can hear a strong, distinct voice. Where the brand feels like a real person with something to say. Oatly and Tony’s Chocolonely both have that in spades. And I never tire of reading a Jack Daniel’s ad on the tube. There’s a confidence and consistency to that writing I really admire.
What principles guide the way you work with clients and approach your craft?
Do great work with good people and get paid fairly for it. Don’t be afraid of the edge of madness because that’s often where the best work lives. Standing out today means being willing to go somewhere most brands won’t. I always present ideas with a range of mild to wild, because clients need to see what’s possible before they can make a decision.
Do you have any favourite copywriting hacks or techniques you’d care to share?
I always have two documents open. One is a content doc where I start wide – gathering source material, research, anything relevant. The other is the copy doc, where I start homing in on the key messages. It’s not groundbreaking, but it keeps my thinking organised.
Another is to always start with the voice of the customer. Real words from real people are a goldmine for messaging that actually connects. No amount of clever copywriting beats the power of speaking someone’s language back to them.
How has AI affected your work as a copywriter, and what do you think about its role in the industry going forward?
It’s a tool, like any other, and it’s here to stay. So I’d rather learn to use it well than rally against it. The question I ask isn’t “will AI replace copywriters?” but “how can I use it to do better work for my clients?” That shift in mindset makes all the difference.
What do you do when you hit a bit of writer’s block?
Go for a run or walk. Wine sometimes helps.
Any copywriting pet hates?
The em dash witch hunt. Yes, AI overuses them. Yes, they can be a tell. Can we move on now? An em dash is a lovely bit of punctuation – it deserves better than becoming a symbol of the bots.
What’s the best piece of career advice you’ve been given?
It was life advice, really, but it translates perfectly to a creative career: don’t be afraid to be who you are. Distinctive voices come from people who’ve stopped trying to sound like everyone else.
What advice would you give to people starting out on a copywriting career?
Don’t skip the craft. The craft and techniques of persuasive copywriting should be your starting point. Read books. Join orgs like 26 and ProCopywriters Network. Follow great copywriters like Dave Trott, Dave Harland and any other copywriter you admire whose name isn’t Dave.
How does ProCopywriters membership support your goals?
It keeps me learning and connects me with a community of talented copywriters I can grow alongside. In a job where you often work alone, having a network and sense of community is everything.
Where can people find out more about you?
www.abelwords.com or connect with me on LinkedIn – linkedin.com/in/julianabel