Benefit from better copywriting (8 tips)

“Good writers are always visible just behind their words”

William Zinsser from On Writing Well

 
In 2004 I had a very memorable guest speaker in my copywriting course. I often find myself going back to his tips (now more than ever, since I started this blog). I believe that all marketers could benefit from better copywriting skills, why?

The guest speaker was John Ellis, an Associate Creative Director from McDonnell Haynes.  These were his 8 tips:

1. Don’t be a copywriter, be a writer who writes copy

2. Find a voice and make it your own. (he mentioned great voices such as William Zinsser, David Sedaris, I add to this list Seth Godin. Speaking of voice and David Sedaris, you’ll either love it or hate it, it  is the exact same voice that comes through in his books)

3. Learn to interview (like a reporter)

4. Live in this world. (he was referring to a campaign that no longer resonated with the target market because times had changed, however I also interpreted this as be a part of today’s world, explore it, find inspiration from it).

5. Build a network - with other writers  (this is so relevant to blogging,  he also mentioned creating our own reference resources, online and good old-fashioned books)

6. Be versatile

7. Read more than you write

8. Learn to work fast when you have to

A couple of  blogs on copywriting:
Excess Voice – Nick Usborne 
Bob Bly Blog
Copyblogger

For those in Toronto, a few copywriting courses:
CMA Direct Marketing Copywriting Seminar (John Ellis is one of the teachers!)
UofT Continuing Education Copywriting that Sells (the course I took)