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Before Copywriting – with Andrew Boulton
B.C. – before copywriting
(Why the real creative work happens before you pick up a pencil)
Too often, when the brief is delivered it’s a like a pistol has gone off – and everyone scrambles back to their desk as quickly as they can to start writing, or typing, or somehow hurling words at the page. But what if the best way to write great copy was to start by writing absolutely nothing at all? In this session, Andrew Boulton – author of ‘Copywriting Is: 30-or-so thoughts on thinking like a copywriter’ – will show us how putting a little imaginative distance between the problem and the solution can help us produce better and more surprising work (and have a better time doing it).
Free for all to attend. Only ProCopywriters members get access to the recording of this session.
About Andrew Boulton
Andrew Boulton has been a copywriter for 12 (ish) years. He’s worked on some big brands and plenty of tiny ones too. He teaches copywriting on the Creative Advertising degree course at the University of Lincoln and is the author of bestselling copywriting book ‘Copywriting Is: 30-or-so thoughts on thinking like a copywriter’. His beard is unconvincing.