Copywriting

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Jonathan Wilcock – freelance copywriting services

Why would anyone in their right mind pay for freelance copywriting services?

Last year I tried to fix a broken lock.

Someone (name withheld) managed to get a key wedged into the lock of our basement door. Then someone (name also withheld) managed to snap said key in half, leaving the business end jammed in the key hole.

How difficult can it possibly be to get half a key out of a lock?

Hammer. Screwdriver. Pliers. Powerdrill. Swearing. 2 hours. Oh, we had fun.

Then someone said, “Google it”.

Ah yes, YouTube, they always have the answers to life’s little DIY challenges.

Another hour later, instead of a door that wouldn’t open, we had a door that wouldn’t lock.

I removed the handles so at least no one could break in easily, then called a locksmith.

He showed up next day and it took him 20 minutes to fix. The right tools and expert knowledge are a deadly combination.

Unfortunately, the damage I’d done with my botched attempt meant the job cost more than it should have, but lesson learned.

You can see where I’m going with this can’t you.

If you know how to write, do you still need to buy in freelance copywriting services?

Most of the stuff you read online is probably not written by a copywriter. Most of the stuff you read, remember and react to is.

Non-professional writing fills gaps. Professional copywriting gets results.

The majority of my clients are educated, bright individuals who can write well. Spelling and grammar really aren’t an issue to them. When it comes to writing business plans, strategy documents, client emails and internal memos, no one’s better qualified for the job.

Copywriting and writing however, are quite different animals.

Thankfully, most of my clients understand this. Some, like me as an amateur locksmith, had to learn the hard way.

What will freelance copywriting services do for you and your business?

1) Give a new perspective
A copywriter can see things that you can’t. When you live and breathe your job day in, day out, it can be difficult to see the obvious. A decent copywriter will hack through the undergrowth of brand confusion and get to the sun-dappled clearing of what makes you special.

2) Challenge your thinking
Most clients know what they want. A large percentage of them aren’t so sure what they need. Your copywriter will ask probing, sometimes difficult or awkward questions. It’s not that they are difficult or awkward themselves, it’s just that they need to get to the heart of what ought to be communicated.

3) Find a new angle
Your copywriter won’t be bogged down with pre-conceptions or stale thinking about your brand. Put it this way, just because you’ve always done something a particular way, doesn’t mean there isn’t a better way. Your copywriter will analyse what you already have, then work out how to improve on it and approach things from a completely new angle if necessary.

4) Get to the point
Good copywriters can say more in 50 words than English scholars can in 50,000. Writing headlines and straplines, and conjuring up brand names is an art. Short and snappy is easily mistaken for easy and peasy. If you’ve been pushing words around for days, stop. Hand it over to an expert.

5) Deliver new ideas
I’ve banged on about this before and I’m not stopping anytime soon. People, quite logically, assume that copywriters write words. True, but before words hit the page or the screen, the best copywriters start with ideas. Ideas are what makes your copy stand head and shoulders above the rest.

6) Give you visibility
The tangible result of original creative ideas is visibility. If your communications don’t get noticed, they don’t get read and if they don’t get read you’re not even in the game. A copywriter will help you get your audience’s attention and then keep them engaged.

7) Set you free
While I was attempting to fix that lock, I could have been sipping cocktails in the garden, learning to tap dance or earning a crust doing client work. Calling an expert in frees you up to do the other stuff. You know, the sort of stuff you’re brilliant at.

How much should you pay for freelance copywriting services?

As with all things in life, you get what you pay for. For a junior Copywriter, you should expect to pay in the region of £150-200 for a day’s work. For a senior Copywriter, you can pay anything between £350 and £2,000 a day.

Cheap doesn’t necessarily equal great value and expensive doesn’t always deliver brilliant results.

There are people charging £100 a day who will leave you exasperated and in all honesty, you’d be just as well carrying on writing everything yourself.

Equally, there are Copywriters out there with the front to charge double what they’re worth.

Understandably, it can be confusing for clients. So where do you go? Who do you trust?

If I were mercenary I’d say choose me, but I’m an honest and caring kind of fellow, so have a trawl of the 700+ copywriters on ProCopywriters.

Choose two or three that look like a good fit, then visit their websites and go through their online portfolios. Don’t try to find someone who’s already done exactly what you’re looking for (they don’t exist), but look for consistent quality.

And going back to my experience with the basement door lock, don’t cut corners, it’ll only end up costing you more in the long run.

Find out more about Choosing a freelance Copywriter here.

Jonathan Wilcock (that’s me) is a freelance Copywriter, Art Director and Creative Director.
You can drop me line here, or email jonathan@sowhatif.co.uk

Freelance Creatives; spare a thought for your clients – Jonathan Wilcock

Freelance creatives; spare a thought for your clients

Once upon a quite a while ago, I ran a market stall with the Missus, selling pottery.

I’d been made redundant from my cosy Soho advertising job and I’d had enough.

The romantic idea of buying and selling actual stuff you can touch was massively appealing.

Early mornings joggling for the best pitch; punter banter; cash-in-hand, real world haggling with real people handing over real grubby fivers. It felt earthy and back to basics, new and exciting.

Hard work for soft hands

It was also hard work and not quite as romantic as I’d imagined.

The early mornings soon lost there lustre and the banter with punters, who weren’t reaching into their pockets, wore thin very quickly.

By week eight, if you ignored the lack of salary, we’d just about broken even. Then the storm of ’92 came along and kicked us in the danglys – don’t look it up, this was our own personal storm, it probably didn’t make the headlines.

We’d sold nothing all day, which was bad enough, but the wind was picking up, and coping with a trestle table of delicate pottery was becoming a bit of a challenge.

A gust hit the stall and seven pots crashed to the floor. I looked down and wanted to cry. Why hadn’t I invested in something a bit more resilient than biscuit ware? Maybe vulcanised rubber vases or something.

Breaking even was disappointing. Breaking pots and making an actual loss was a message.

Lesson learned, now back to the creative department

So, back to copywriting I headed and a good few happy years zipped by full-timing and freelancing. Foreign shoots, plenty of nice briefs and enough money to keep the family in bread and cheese shut me up for a while.

Then along came another redundancy and the bright idea of running a creative agency.

The agency lasted a bit longer than the 8-week market stall fiasco, but it was equally hard, if not harder.

This time, we (my business partner and I) had office overheads and employee salaries to fret about. Real, grown-up stuff that all of our clients have to deal with every day.

Both the market stall and the agency were huge learning opportunities. I found out about selling at the sharp end (it hurts), stock control (it sucks), HR (stands for Horrific Reality) and investing large sums of money with absolutely no guarantee of any return (it’s scary).

Spare a thought for your client

As I’ve said elsewhere, for freelance creatives, empathy is our best friend. Having an insight into a target audience’s lives and attitudes is gold dust, but understanding the problems and obstacles our clients have to face is priceless.

Our clients have bigger headaches than we do, so we need to do all we can to make their jobs easier and their businesses work better.

Buying in creative work isn’t straightforward. When your head’s filled with the other pressures of running a business or a marketing department, it can be tricky to spot a good idea or decide which creative option works best.

It’s our job as Copywriters, Art Directors and Graphic Designers to not only solve problems, but also to remove barriers so that our clients are confident they’re buying the work they need.

Even when working remotely (some of my clients have never met me), this is a partnership. It may be a cliché, but the best freelance creatives don’t work for their clients, they work with them.

Even when a client says, “I trust you, just do what you think works best”, it’s up to us to make sure they understand why we’re making recommendations.

Now, this may fly in the face of other advice you’ll read about client/creative relationships, but until I find something that works better, here are:

Three golden rules for freelance creatives

– Put yourself in your client’s shoes
– Give them creative choice (but help them to decide which choice is right for them)
– If the respect isn’t a two-way thing, it’s time to say goodbye.

And three golden rules for clients

– You may be commissioning the work, but invariably you aren’t the target audience
– Freelance creatives are experts, but without the right information, they know nothing
– If the respect isn’t a two-way thing, it’s time to say goodbye.

Working in the creative industries is a privilege.

Freelance creatives dip in and out of other worlds, solve problems, play with words and images and earn a decent living without having to wear pinstripes. We don’t have to worry about the stresses of running a business with all its overheads, risks and responsibilities.

Saying that, it’s not all roses and everybody needs a change of view now and again.

So if your job is losing its appeal, my suggestion would be to abscond for a while and find out how the other half lives.

Stack shelves, dig ditches, sell fruit and veg, become a Sorcerer’s Apprentice… my guess is, once the novelty’s worn off, you’ll soon be diving for creative cover again.

Jonathan Wilcock (that’s me) is a freelance Copywriter, Art Director and Creative Director.
You can drop me line here, or email jonathan@sowhatif.co.uk

Anatomy of some rubbish copywriting – Jonathan Wilcock

Headline unlovingly handcrafted in fluffy gray flannel, with a limp lining of blah blah blah etc.

Autopsy of a rubbish peace of copywriting

Hello there. I am a rubbish piece of copywriting.

First thing of note is my hedline. See how it is overwritten to make it as difficult to read as possibel. You may have also noticed that a American spelling has crept in. Nothing wrong with americans or american English, but the writer is English English, as is the audience what he is amining at. SO theres the first mistake. Naughty.

You may also notice the odd spelling mistake here and there. This is inexxcusibel.

It happens. Copywriters are human, but readers can be unforgiving.

In a recent poll, carried out by So What If Industries (aka me); of 366 respondents, 52% said that long rambling sentences were even more of a turn off than spelling mistakes or poor punctuation, you know the sort of sentences that go on and on and on and on and then go on a bit more.

Rubbish Copywriting Poll Results – Freelance Copywriter Jonathan Wilcock

Many wanted to vote for all three, but that’s not the way these things work is it, so…

Punctuation seemed to be the least of anyone’s concerns. Some thought this was because of the sloppy art of texting. Basically, we know it’s wrong, but we’ve given up the formality of using apostrophes and the like when faffing about with stupid little keys and touch screens. It’s easier to use a cheeky emoji and be done with it all.

Bad spelling got 31% of the vote. And I wud argeu that if you’re trying to convey authority or professionalism, spelling errors are a great way of doing just the opposite. Personally, typos (as spelling errors are often referred to in the trade) are one of my biggest bug bears.

Sew wat can yoo doo? The obvoice thin is too run yore copee thro spell chequer. Spelcheck knose bestest isn’t it? Where cud passibly gone rong. Weel lest find dout shallwe, Wen I put this para graph thro spellcheckers here am th suggest ons:

Sew watt can you doo? The invoice thin is too run yore cope thro spell cheer. Spellcheck knees besets isn’t it? Where cud passably gone rung. Weal lest find doubt shall we, Wen I put this Para graph thro spellcheckers here am the suggest ones:

I have a feeling this hasn’t solved all the errors, so like a good copywriting soldier, let’s run it through a well known online spelling and grammar checking tool instead. I’ll go with the first suggestion it makes for any highlighted words. And the result:

Sew what can you do? The obvious thin is too run yore cope thro spell chequer. Spellcheck know best, isn’t it? Where cud possibly went wrong. Weel lest find doubt shall we When I put this paragraph thro spellcheckers here am the suggest on:

Maybe if we put the spellchecked version through the online tool…

Sew watt can you doo? The invoice thin is too run yore cope thro spell cheer. Spellcheck knees, isn’t it? Where cud passably went rung. Well, lest find doubt, shall we When I put this Paragraph thro spellcheckers here am the suggest ones:

Rubbish Copywriting Final Poll Results – Freelance Copywriter Jonathan Wilcock

So, basic spelling and grammatical errors sorted, let’s move on to other improtant matters.

When doing my survey, some people were kind enough to share other copywriting no nos that get their backs up:

Words in ALL CAPS in headlines, Daily Express style. c/o André Spiteri @Andre_Spiteri

A Perfectly Normal Sentence Using Capitals For Every Single Damn First Letter Of Every Word, YouTube Video Title Style. c/o Nik Jones @HelloNikDesign

Ego-driven jargoneering. c/o Lauren McMenemy @TheContentType

Talking crap that they can’t articulate well, regardless of any of the above. c/o David Gyertson (Digital Director at Zest The Agency)

Then I would add to the list:

– Flowery, multisyllabic words plucked from a thesaurus.
– Too many. Very short sentences. That are placed. Back-to-back.
– Anything that makes the journey arduous, burdensome, laborious, hardwork, tedious, boring, stale, stodgy, uninteresting and repetitive, or tries too hard to make its point.
– Like a goat in a top hat, nothing’s as annoying as a random analogy.

Another common mistake that may also be hampering your reader’s experience, especially here in the online world, is large chunks of text and a lack of, now what are they called again…

Sub-headings like this one

Aaaand another thing that’s even more mind-boggling than the most mind-boggling thing in the whole wide world (other than ridiculous hyperbole) is the fact that the readability tool I’m using reckons that this blog post’s readability is ‘OK’.

Here are the stats. Apparently stats don’t lie, but let’s just say they may be a little misguided.

• The copy scores 74.4 in the Flesch Reading Ease test, which is considered fairly easy to read.
• None of the paragraphs are too long, which is great.
• 13.7% of the sentences contain more than 20 words, which is less than or equal to the recommended maximum of 25%.
• 36.5% of the sentences contain a transition word or phrase, which is great.

What is also a little concerning, is that when uploading the entire contents of this blog post, the aforementioned online grammar tool tells me that: This text scores better than 55% of all text checked by (brand name removed) where comparable goals were set.

How bad can that other 55% actually be?

Still with me?

If so, thank you for your resilience.

There was once a magic rabbit called Keith who was always getting up to mischief. Back-filling entrance holes to the warren, putting his elbows on the dinner table, getting facial tattoos; the usual teenage rabbit tomfoolery. But the worst thing he ever did was lead the reader down a dark alley that strayed away from the point and didn’t really go anywhere. Oh Keith, what are you like.

Conclusion (for goodness sake, let’s get to the conclusion):

Bad things:
• Ridiculously long sentences
• Spelling mistakes
• Poor punctuation
• Lack of sub-headings
• Relying on algorythms.

Good things:
• Clarity
• Simplicity
• Brevity
• Consistent tone of voice
• All the obvious stuff that most people don’t do.

If you’ve enjoyed this post, you might fancy a wander through these:

The seven deadly skills of a great copywriter
Why you need to leave a g p in your copywriting

Jonathan Wilcock (that’s me) is a freelance Copywriter, Art Director and Creative Director.
You can drop me line here, or email jonathan@sowhatif.co.uk

Bratwurst_Lamazing – Jonathan Wilcock Freelance Copywriter

From German sausages to made up words, a Freelance Copywriter never stops learning.

One of the best things about being a Freelance Copywriter is the variety.

New clients and new projects add more juice to the old creative brain sponge.

Not least of all, I’m constantly discovering new words and word combinations.

Here are a few, that before 2018, I’m sure I’d never had the occasion to use in copy, some I hadn’t heard of and one of them I think I may have invented.

KAMALARI
This word came up when working with the international development charity, Nepal Youth Foundation.

‘For generations, the Tharu community of Western Nepal has adopted a practice known as Kamalari, whereby girls as young as six years old are bonded into domestic slavery.’

But it’s not all gloom and doom, because…

KATHAA
‘Kathaa, ‘story’ in Nepalese, is a contemporary, ethical fashion brand owned and operated by NYF in the UK. Everything in the Kathaa range is made by freed Kamalaris and our very first collection is a range of stunning, waterproof down jackets.’

VIVE LA DIFFERENCE
‘Let’s get one thing straight before we go any further. If you’re looking for just another firm of Estate Agents, you’re going to be disappointed.’

I knew my grade ‘D’ in GCSE French would come in handy one day. Never thought it would be for a posh West End estate agent though.

LAMAZING
Anyone who played Christmas copy bingo last year would have got extra points for spotting this in my copywriting for Church Urban Fund:

‘So, please join with thousands of others this Christmas and raise your voices with us to do something fa la la la la la la lamazing.’

If you really want to push the boat out with new words, healthcare copywriting takes some beating:

DYSPHAGIA
‘We all know that water is essential for life, unfortunately, not everyone finds it easy to drink enough. If you have been diagnosed as having dysphagia (difficulty swallowing), you could be at risk of dehydration.’

I got to write ‘dysphagia’ dozens of times – in leaflets, training aids, ads, posters video script… It’s a funny old world being a Freelance Copywriter.

PHILANTHROPIST, TRAILBLAZER, RULE BREAKER, HERO
No, I wasn’t writing about myself, this was part of a 100 years Remembrance Day social media campaign for genealogy website, findmypast.com

BRATWURST
How much German do I know? Not a sausage. That’s why working for the German Tourist Office was such fun. To put it into context:

‘IT’S NOT ALL BEER AND BRATWURST
How about a slice of Flammkuchen, some Königsberger Klopse or a Prinzregententorte? If you think that’s a bit of a mouthful, just wait ‘til you taste them.’

Being a Freelance Copywriter isn’t always about using obscure words, but with so many available, it’d be a shame not to squeeze the odd ‘Bratwurst’ in now and again.

Goodness knows what 2019 will have in store; I’ve already managed ‘Kippers and custard’ for a VW script.

For more wordy fun and frolics, have a dip here:

How to tell a copywriter their work sucks
The Seven Deadly Skills of Copywriting
Copywriting for the worst client in the world

Jonathan Wilcock (that’s me) is a freelance Copywriter, Art Director and Creative Director.
You can drop me line here, or email jonathan@sowhatif.co.uk

Jonathan Wilcock Freelance Copywriter – Thick Skin, Self-belief

A copywriter needs thick skin and self-belief

Are you setting sail as a Copywriter / Graphic Designer / Art Director / Illustrator?

Or do you already have years under your belt, furrows on your forehead and awards on the shelf?

Whatever your creative bent and whatever stage you’re at in your career:

First rule: get your head down and work hard.
Second Rule: keep your head down and work harder.
Third rule: get tooled up.

Besides developing your craft, there are two weapons you’ll need, and without them you probably won’t survive life on the creative hard shoulder, never mind the fast lane.

You’re gonna need a thick skin
People are going to slag your work off.

There’s a battalion of grammar bullies out there looking for the one typo in the middle of your 1,500-word blog post. There are a million creative wannabes who only get out of bed to stick your lovingly crafted bits and bobs through the Twitter mill, telling the world they could have done better.

Being in a creative industry leaves you vulnerable to the lazily tossed rotten cabbages of armchair critics. But that’s a good thing. It toughens you up.

It’s never too early to take a beating
Turn the clocks back 30 something years to my first year of college, studying Graphic Design. This was a period of huge change for me. The year before, I’d been a schoolboy flailing around trying to pass GCSEs. Now I was expected to set my own timetables, make choices and work things out for myself.

This was a fab course with great lecturers and a fun bunch of misfit classmates. We threw paint around, watched movies and learned about colour theory, typography and art. But besides all the arty-farty-designery good times, there were two particular not-so-pleasant incidents that stick in my mind.

The mermaid with 10 tits
We’d been set a project to do a self-portrait as we saw ourselves.

I was a long-haired hippy. Kaftans, flares, afghan waistcoats… the whole unwashed freaky kit and caboodle. So I drew myself as a flower. Yes, you read correctly, a flower. My head was the stigma, my body the stem and petals grew out from where my neck joined my shoulders. I thought it was cool.

We stuck our drawings up for the group crit and when it came to mine, the tutor vomited out the immortal words:

“It looks like a mermaid with 10 tits”.

Everyone laughed while I died a little inside. This hippy was going to have to grow something else other than tits.

The second episode, another group crit, was following a life drawing session.

We stuck our work all over the walls. Rolling hills of flesh in charcoal, pastels and paint. The lecturer slowly worked her way around the collected masterpieces pulling out all the positives. “Love the use of light and shade”, “Great composition”, “The head is out of proportion, but it just works”…

We were all bathing in the glory of our collective genius; then she ripped into us.

“Look at you all nodding your ****ing heads like ****ing nodding dogs. It’s all a load of ***t. Don’t just agree with everything I say like a bunch of brainless ****ers. Now take this ***p off my walls and ***k off home”.

That told us, but most importantly it got our attention. And all these years later I realise what a huge favour her beasting had done us. It didn’t really matter how good or bad the work was, what mattered was that we learned how to take negative feedback and developed our own opinions.

Jonathan Wilcock Freelance Copywriter – Thick Skin, Self-belief Rocky-Ripped

Once you’re Rocky-ripped, all you need is self-belief
From personal experience, I’ve found that self-belief is a very fragile thing. Unlike a thick skin, which once developed is yours for life; self-belief can do a runner as soon as you turn your back on it.

While the negative opinions of others can hurt, there’s nothing more debilitating than you telling yourself how rubbish you are.

Having been a Copywriter since the mid ’80s, you’d think that self-belief would be a given by now.

Halfway through my career I spent a couple of years as a Creative Director in someone else’s agency, then several running my own (concentrating on everything other than being a Copywriter 75% of the time). But surely, going fulltime again as a freelance copywriter would be like stepping back into a familiar and comforting warm pool of rose-scented water.

Not one bit. I felt exposed, underqualified and smeared in rancid self-doubt jam from the sticky fingers of the imposter syndrome mind monster.

A couple of years freelancing later, dozens of very happy clients and a raft of new work, I’m well and truly back in the saddle of the self-belief pony.

Now that I’m out of the quagmire of non-worthiness, it’s weird to think that I was ever less than head-swellingly sure of myself. But when you’re up to your chinny-chin-chin in the muck of self-doubt you feel like everyone else is brilliantly creative and you’re a big fat dud.

It happens to the best of us
Yesterday I had a chat with an old friend of mine, a Graphic Designer (turned Creative Director, turned Managing Director, turned out-on-his-ear redundancy casualty).

This guy is very talented. Not only is he a very decent designer, he has the gift of the gab. He can hold the attention of a room. People like him; they hang on his every word, they believe in him; he has gravitas. Besides that, he’s just a bloody nice geezer. In short, anyone who snaps him up now would be getting a real gem on their team.

So with all this going for him, I was gobsmacked to hear him say that he reckoned he couldn’t cut it as a Creative Director anymore. To put this into perspective, he’s been CD at two agencies for a combined twenty odd years. Since hanging up his CD hat, he’s been MD of a high profile design agency for a mere six years, yet now he’s convinced he wouldn’t cut the mustard in his old Creative Director role.

Nonsense. The only thing stopping him is self-belief and I told him as much.

Knowing him, I’m sure the next time we meet up, he’ll be telling me the same thing as he breaks-in his £500 brogues, pacing the reclaimed oak floorboards of his Shoreditch Creative Director’s office. But that’s him, not everyone will find it so easy to find their lost confidence.

If your self-belief has taken a kicking, now what?
Let’s assume you already have skin that makes a rhino’s look like wet rice paper. If self-doubt has come knocking, what can you do to get on top again?

1) Work your socks off
You’ve seen your portfolio so much, even if it’s full of D&AD winners, it probably feels as stale as a budget airline donut. Do some new stuff to get excited about, even if it means making up your own creative briefs.

2) Collaborate
Without the wind of fresh input, self-doubt grows like mould . Get yourself out there and work with people you know and respect. If they’re not up for it, get in touch with new creative buddies via LinkedIn or platforms like singlecreatives.com The Dots or Freelance Heroes. Headhunters can also be a great source of potential creative partners to buddy up with.

3) Expose yourself
Old Creative Directors, creative colleagues from previous agencies, college mates… get in touch with anyone who knows your business. Get them to look at your portfolio, especially new stuff that you’re not sure about. They’ll sort the wheat from the chaff more easily than you can. However, ultimately, you have to be comfortable with your own work; you’ll be the one defending it when the time comes.

4) Start a blog
Get all your self-doubting stupid ideas down. Write about what you know and what you’re learning as you make up new stuff. Publish it and get feedback. If it’s rubbish you can always unpublish it, but it’s good to get whatever self-doubts are holding you back, out of your head. Committing them to the public domain tends to pull your thinking into focus.

5) Do something new
Only using one muscle makes you lopsided. If you’re a Digital Illustrator, do a series of large-scale abstract pieces with real paint and canvas. If you’re a Graphic Designer, sign up for a life drawing class. If you’re a Copywriter, write a short story or two.

6) Spend time with the masters
Who inspired you in the first place? Get your old Graphis Annuals, Creative Reviews and Lürzer’s Archives out. Surround yourself with work that gets you excited.

7) Spread the love
Once you’ve found the old you, do your little bit to help others on their way. Take the time to give honest, constructive criticism to newbies and oldies alike. Just one word of encouragement can make all the difference.

Thick-skinned and pumped up; now my friend, it’s time to don your creative cape and fly. Have fun.

If you’re a freelance copywriter (thick-skinned or otherwise), you’ll also find these 40 survival tips handy.

Jonathan Wilcock (that’s me) is a freelance Copywriter, Art Director and Creative Director.
You can drop me line here, or email jonathan@sowhatif.co.uk

Copywriting – getting the balance right between simplicity and creativity – Leave a Gap – Jonathan Wilcock

Why you need to leave a g p in your copywriting

When it comes to copywriting, ‘Keep it simple’ is brilliant advice.

It’s bonkers how much information our poor little brains are expected to process. I’ve read that we’re exposed to anywhere between 4,000 and 10,00 marketing messages every day.

I counted at least 5 this morning, but then I got distracted. All I know is, when we’re told to keep our copywriting simple, it makes a lot of sense.

Edit those headlines down.
Only sell one thing at a time.
Make it easy to understand what you’re getting at.

All sage advice from the University of Write Not Wrong.

Simple is good, but…

Simple is a good start, but simplicity alone won’t always give you the cut-through you’re after.

You also need to be provocative, witty, different…

Simplicity is an elusive enough copywriting goal for most people, but the creative bit seems to be out of reach for the majority – thank goodness.

However, if you’re up for the challenge, there is one trick that’s great for transforming simple into something that people actually want to engage with.

I’m calling it ‘copywriting with a gap’ or to give it its official title, opywriting©.

Can you tell what it is yet?

People love to play. We love puzzles and a great example is the good old dot-to-dot.

Copywriting – getting the balance right between simplicity and creativity – Jonathan Wilcock

Giving your audience the space to get involved is a smart way to draw them in, but it’s a balancing act.

The two images above are a perfect demonstration of the ‘can’t be arsed because it’s too simple’ and the ‘can’t be arsed because it’s too complicated’.

The great thing about two extremes, is they’re all the proof you need that somewhere there’s a happy mid-point – the ‘ooh that looks like fun, I’m in’ sweet spot.

Yes, people are busy, so we need to get to the point, but there’s a lot to be said for leaving gaps so that they can join the dots.

We should never underestimate the intelligence of our audience

People love to be entertained, but they also love to be part of the entertainment. If they didn’t, there’d be no such thing as Karaoke.

Was it Confucius or Mr. Spock who said:

Tell me, I will forget
Show me, I will remember
Involve me, I will understand.

Whoever it was, I agree.

Having worked with kids in classrooms and summer camps, I’ve seen it a thousand times. Making stuff simple is great, but if they’re not part of the learning experience, nothing sinks in.

It’s the same with marketing and corporate comms. If we’re not careful, keeping everything simple leaves no room for people to have fun.

And that’s where the best copywriting gets it just right.

Genius copywriters keep it simple, but don’t lay everything out on a plate. There’s something in their writing that’s unexpected or curious. It gives the person reading it the reward of cracking the code.

A word of warning. If it’s worth a double take it’s good, but if it leaves them scratching their heads for too long, you’ve lost. Like I said, it’s a balancing act.

Two things to remember

1) Generally speaking, people don’t give a sticky fig about your ad / brochure / Instagram post… Your brand is just a means to an end.

2) Girls (and boys) just want to have fun.

If your copywriting can cater to these two basic principals, you’re more than halfway there.

You need to be able to answer ‘yes’ to these questions to be sure of any level of success:

– Is it simple?
– Is it entertaining, quirky, intriguing and/or impactful?
– Does it convey the message you’re after?
– Does it stop short of being self-indulgent?

And ‘no’ to these if you’re going to be belt, braces and safety pin certain-sure:

– Are you aiming too intellectually high or low for your audience?
– Could it be mistaken for a message from a competing brand?
– Could it be expressed even more simply with no loss of impact?
– Does it leave you thinking “so what”?

Posters are the ideal space for immediacy, with that all important splash of opywriting©. At least they ought to be.

Here’s a bunch of stonkers that cut to the chase, yet still give the viewer the chance to go on a little journey to the land of ‘Oh Yeah, I Get It’.

Nike Poster – Creative copywriting – Jonathan Wilcock

John Lewis Poster – Creative copywriting – Jonathan Wilcock

The Tube and Public Health Posters – Creative copywriting – Jonathan Wilcock

The public health ‘fly’ poster was pinned up in Doctor’s waiting rooms, hence the extra linger time. But lengthy headline aside, in essence it’s still incredibly simple. And the gap? No picture of a fly, no mention of diseases. It gives you just enough mental white space to do a bit of colouring in yourself.

Sorry to be predictable, but no post on opywriting© could ignore this little beauty. A fab five-word headline and a four-word punchline with that magic little gap in between.

Economist Poster – Creative copywriting – Jonathan Wilcock

The golden rule – simple is good, but boring is bad.

So next time you’ve stripped your copy back to the bare essentials, before you pat yourself on the back for its brevity, ask if there’s something else you could do to give the reader a bit of play time. Where’s the gap?

You can find more on the art of copywriting right here.

Jonathan Wilcock (that’s me) is a freelance Copywriter, Art Director and Creative Director.
You can drop me line here, or email jonathan@sowhatif.co.uk

How to tell a creative copywriter their work sucks – Jonathan Wilcock

How to tell a creative copywriter their work sucks (without getting blood or tears on the carpet)

A creative copywriter is a sensitive soul. It doesn’t take much to shatter his or her funny little world.

The best way to make them cry is to tell them their work is rubbish. And if you want to twist the knife, don’t tell them why.

Besides a woolly creative brief, destructive criticism is a sure fire way to get the worst out of your creative resource.

They’re human beings. More than that, they’re artistic pixie people that need buckets of TLC.

So, how do you tell a creative copywriter their work sucks and leave them feeling inspired?

The first thing is to be honest with yourself. Did the brief have more holes in it than a pound of Swiss cheese in a Wild West shootout?

Basically, if you gave them a bum steer in the first place, it’s time to suck it up and pay for more of their time.

Let’s assume the brief was tighter than a bodybuilder’s showtime pants, but the creative results are disappointing. Where do you go from here?

1) The main point of the brief, ‘the most important thought to leave behind’, isn’t coming across.

Go back over the brief and explain why this is important to you/your audience. Ask them to look at ways of pulling this message out more clearly.

2) The tone of voice is wrong for your audience.

If you have a brand language document that they haven’t been exposed to, then it isn’t their fault if they’ve gone slightly off course. If there was no such document to share, the brief should have at least defined the kind of people you need to talk to.

Go back over this part of the brief and expand if necessary – point them at other brands that are talking in the right kind of way. Explain the sort of newspapers your target might read and the brands they buy. Pick out words the copywriter’s used that particularly jar.

3) The creative execution lacks impact.

It could be the headline, imagery, colours… If you feel that it would get lost amongst the competition, say so. Show examples that have the sort of impact you’re looking for.

4) You just don’t like it.

The onus is on you to work out why you don’t like it. The absolute worst thing you can say to a creative copywriter is, “I don’t know why, but it’s just not doing it for me”. If that’s all you’ve got, don’t be surprised if by draft 7 it’s still not floating your boat.

5) You’ve seen it before.

Is it just like something you’ve seen in your sector, an idea that’s been run by a competitor or is it an obvious rip-off of a famous piece of advertising/design (but not a knowing parody or homage)? Don’t assume your copywriter knows the piece you’re referring to. Dig it out so you can show how similar the thinking is.

This is a particularly interesting area. The amount of times I’ve heard someone say, “It looks like XXX’s logo”, then when said logo’s been found, there’s no resemblance whatsoever. Be sure your memory isn’t playing tricks on you.

6) It has no redeeming features whatsoever.

Tricky one this. Your objective here should be to inspire, not deflate. Unless you know each other well enough to be totally blunt, find something that you can put some kind of positive spin on. It could be as simple as, “I know this is a difficult brief…”, “There’s some really interesting thinking here…” or “Not sure this is up to your usual standard…”.

Don’t be patronising, but find a way of letting them down as gently as possible. Then make your feedback constructive. Leave them with a clear understanding of which direction to head in and feeling fired up, ready to wow you when it comes to Round 2.

Getting it right first time every time is the ideal, but it isn’t a given.

Copywriting is an art, not a science. A tight brief, open dialogue and working with someone you know you can trust will get you 99% of the way, but then it’s down to interpretation, magic and taste – all the flowery stuff that can’t be bottled.

If you want to work with a seasoned creative copywriter, who can help with the briefing process and has a thicker skin than most, please give me a shout – but not aggressively in my face – even I have my limits.

Jonathan Wilcock (that’s me) is a freelance Copywriter, Art Director and Creative Director.
You can drop me a line here, or email jonathan@sowhatif.co.uk

What is copywriting? Jonathan Wilcock – Freelance Copywriter

What is copywriting? Art or Science?

What is copywriting?

It’s not journalism, it’s not writing novels and it’s not writing just for the fun of it. So, what is copywriting?

Copywriting, in simple terms, is the use of words to persuade someone to do something.

This could be to make a donation, click on a link, go out and buy a new pair of pants, write to their MP, sign up to a newsletter, reassess their opinion of a brand or hit the share button.

Art or science?

Many will tell you that copywriting is a science*, but in fact it’s an art†.

My job as a copywriter is, more often than not, to capture the attention of a marketing-saturated, ad-frazzled, disinterested punter. Once I’ve got them reading, I then need to persuade them that the widget I’m selling is the absolute best widget in the entire widgety universe.

This takes wit, guile and intuition. It’s an art form.

A love of words, the ability to spell and lots of writing experience are all handy, but without an intuitive creative spark; a scientific, data-driven approach to copywriting won’t save anyone.

Where does this artistry come from?

In the last 18 months, the stuff I’ve written has been ridiculously diverse:

• On-pack copy for a vodka brand
• Press ads for a law firm
• Social media posts for a genealogy website
• Web copy for a children’s nursery
• Video scripts for a car manufacturer
• Sales aids for teeth aligners…

I don’t drink vodka, I don’t hang out with lawyers and I’ve never traced my family tree.

I don’t own a toddler, I don’t run a 4×4 and I’m perfectly happy with my dodgy teeth.

So how am I qualified to write persuasive copy for any of these clients?

Beyond having a great brief and lots of background information, if I relied on the ‘science’ of copywriting, I’d probably still be at “Err…”.

The art is in getting my head around what the client needs to say and then slipping my feet into the moccasins/flip-flops/toe tectors/louboutins/high tops/brogues of the target audience, so that I pull all the right strings.

For this, empathy is the copywriter’s best friend.

Empathy is a wonderful human quality nurtured through the richness of life experience. So as copywriters, we’re fortunate in the respect that the more we do and the longer we live, the better we get at the job.

“When dealing with people, remember you are not dealing with creatures of logic, but creatures of emotion.”
Dale Carnegie

Do you have to be born with it?

To a certain extent, yes. Like all art forms, there are plenty of chancers who get by with a lucky break or two, but then there are the maestros. Those that are born with an abundance of empathy and creative ingenuity.

To anyone who’s into copywriting, it will be no surprise to hear that I place David Abbott at the very top of the maestro category.

Mr. Abbott had a God-given gift for advertising copy. No doubt he worked hard at it, but without the creative seed that he was born with, I doubt he could have written this, one of his most famous ads, for Chivas Regal.

What Is Copywriting? The blog of Jonathan Wilcock – David Abbott

David Abbott makes it seem completely effortless. It feels more like a heart pouring out its contents than a copywriter selling booze.

Try doing that armed only with a spreadsheet of consumer insight data and a laptop.

“Use your life to animate your copy. If something moves you, chances are, it will touch someone else too.”
David Abbott

Can it be learned?

By studying those that have the gift and then writing, writing, writing; again, yes.

If you have a love for it and are willing to put the effort in, there is no doubt you can get better at it. Put it this way, I am definitely a better copywriter now than I was a year ago. And unless I’m mistaken, I’ll be a better copywriter this time next year.

Can anyone do it?

Yes, absolutely.

However, the real question should be, can anyone do it really well? And the answer to that is most definitely, and fortunately for the likes of me, “NO NO NO NO NO”.

“I’ve learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one.”
Leo Burnett

So, to recap, what is copywriting again?

It’s the ability to empathise, to intrigue and persuade. It just so happens that the tools we use to do this are words.

For more on the art of copywriting, have a look at:

Copywriting for the worst client in the world

The Seven Deadly Skills of a Great Copywriter

* OK, there is a bit of science to it, but mostly that’s in getting the brief right.

† Let’s get this straight. The end result isn’t art. Advertising, commercial websites, brochures and the like can’t be compared to a Picasso or a Rembrandt. However, there is an art to the copywriting process.

If you’ve enjoyed this post, please give it a share.

Jonathan Wilcock (that’s me) is a freelance Copywriter, Art Director and Creative Director.
You can drop me a line here, or email jonathan@sowhatif.co.uk

Copywriting: worst client in the world – Jonathan Wilcock

Copywriting for the worst client in the world

Surgeons don’t perform their own heart bypasses and dentists don’t drill their own teeth. But, when it comes to copywriting, surely writing your own ad campaign can’t be that painful. Can it?

Well they reckon if you can’t sell yourself, you can’t sell anything. So I’ve been putting the theory to the test.

First things first, what’s the brief?

Objective. Show off my creative skills to attract new customers.
Target Audience. Creative Directors / Recruiters / Marketing Directors / Resource Directors.
What do I want them to think? “Ooh he’s good at copywriting”.
What do I want them to feel? “He’d solve all our creative problems”.
What do I want them to do? Have a rummage around my website / give me a project.
*What’s the USP? Ideas, Copywriting and Art Direction all in one neat package.
Tone of voice. Fun, but intelligent (just like me).
Deadline. When I can fit it in to be honest.
Budget. Ha!

*Even though I have years of experience copywriting and art directing, the concept of a hybrid creative polarises opinions. For some it’s a huge asset, others feel more comfortable with a single-minded proposition. So with my AD skills, I usually show rather than tell.

On with the creative bit

The mission began some months ago and after several false starts I thought I’d cracked it.

I put together a campaign under the general banner of: A different way of looking at the world.

Witty, clever, a bit different; it used the line ‘Alternative Thinking’ as the pay-off and all was well with the world.

Copywriting: worst client in the world – freckles

Copywriting: worst client in the world – bottle it

Copywriting: worst client in the world – bobble hat

Then self-doubt kicked in

Was it all a bit up itself? Would anyone actually get it?

I sent it to a few agency folk, including fellow Copywriters, to get their take on it, and 9 out of 10 really liked it. Then the MD of a marketing agency told me it went way over his head.

“What are you trying to tell me Jonathan?”

“Well”, I said, “I’m not your average wordsmith, I provide alternative thinking”.

“Yeah, but I don’t want alternative thinking, I want a copywriter”.

Damn, was this alternative thinking line a complete red herring?

I eventually convinced myself it still worked, so I plugged the campaign on my website and in social media. And it got some positive responses, even a couple of actual new clients.

Time isn’t always a great healer

A couple of months later, I was having serious second thoughts. I still liked the concept of alternative thinking, but I’d fallen out of love with the execution.

So, with the same brief in mind, I set about coming up with what I now think of as my Different way of looking at a different way of looking at the world campaign:

Copywriting: worst client in the world – polaroid

Copywriting: worst client in the world – pony

Copywriting: worst client in the world – cherries

What did I do with this campaign? Not a lot.

I liked it, but I had a strong hunch that it was marketing to an audience of one – me.

Perhaps I really wasn’t the right man for the job after all.

The worst client in the world

If the worst client in the world is an indecisive ditherer who keeps changing the brief, then guilty as charged.

It’s not that I’m not capable. It was just the ‘judging whether it’s terrible or not’ bit that was tripping me up.

So, I put it in the drawer marked ‘ideas that may be pretty good, but then again am I deluded?’, assuming that was that. Until a couple of weeks ago, I saw a great blog post from Dave Dye all about the lost art of the agency ‘house ad’.

In the post, Dave ponders why agencies don’t seem to do their own ads anymore.

“It could be that it’s just too hard to be the agency AND the client.”

But then he goes on to show dozens of fantastic examples, mostly from the 70s through to the 90s.

Absolute belters from the likes of AMV, DDB, GGT, BBH, O&M… all the best initials.

So, re-invigorated, I looked at the stuff I’d done previously and the penny dropped. OK, the ideas had merit, but they just weren’t anywhere near copywriter-y enough.

It was time to get back to basics. None of this arty stuff.

I needed something that was simple, bold, got its point across quickly, had ‘legs’ and would raise a little smile with the audience I was after.

And I think I’ve cracked it.

Or have I?

Am I just too close to it all?

Damn you, self-doubt.

Now I understand why my clients don’t do their own copywriting.

Is it on brief, does it tickle all the right bits? Tell you what, you be the judge.

Copywriting: worst client in the world – than what

Copywriting: worst client in the world – nipple

Copywriting: worst client in the world – boy

Copywriting: worst client in the world – words

Copywriting: worst client in the world – details

I may well look back at this post in a few months and want to rip it up and start again, but there are projects to be won, comms to be written and bills to be paid.

If you’ve got this far, here’s the hard sell

(Read this bit like Cillit Bang Barry):

Are you pushing words around on a page in a bit of a daze?

Have you got a great brief, but no idea how to turn it into something that excites your audience?

Then you need new formula Freelance Copywriter – Jonathan Wilcock, with built in alternative thinking for those stubborn briefs that ordinary copywriters just can’t crack.

(Read this bit at double speed in a slightly mumbled way):

Alternative Thinking is not a registered trademark of Jonathan Wilcock, but he’d rather you didn’t bandy it about as if it was yours. If you find Alternative Thinking as a concept a bit confusing and simply need a Copywriter, pretend you never heard it. Terms and conditions apply.

Back to normal, internal voiceover style

Campaign ideas, long or short copy, art direction or creative direction; if you need a creative (and objective) pair of eyes on your advertising and marketing comms, give me a shout.

Writing my own ads may be a kerfuffle, but when I’m on other people’s briefs, I make factory-fresh razors look like butter knives. Here are a few testimonials to prove it.

Back to the blog

Work examples

And if you’re up for it, any (constructive) opinions on these campaign ideas will be gratefully received.

Jonathan Wilcock (that’s me) is a freelance Copywriter, Art Director and Creative Director.
You can drop me a line here, or email jonathan@sowhatif.co.uk

The 7 deadly skills of a great copywriter

The Seven Deadly Skills of a Great Copywriter

Anybody can be a writer of sorts, but what does it take for an ‘anybody’ to become a proper, worth-every-penny, great copywriter?

For dramatic effect, I’ve boiled it down to what we’ll call:

THE SEVEN DEADLY SKILLS OF COPYWRITING

The 7 deadly skills of a great copywriter – ideas

1) A mind stuffed with ideas

Spelling and stringing sentences together are the bricks and mortar, but ideas are the foundations. A great copywriter isn’t just great with words; they’re also a great ideas person.

There’s an overload of marketing messaging out there, so copywriters use smart creative thinking to give their clients an edge. A great copywriter isn’t afraid to try something different to get noticed.

Copywriting rule number one says, ‘headlines should be short and snappy’. Great copywriter says, ‘Lipsmackin’ thirstquenchin’ acetastin’ motivatin’ goodbuzzin’ cooltalkin’ highwalkin’ fastlivin’ evergivin’ coolfizzin’ Pepsi’.

Perfect spelling and grammar don’t make copy stand out, ideas do.

A great copywriter also knows the difference between ideas for ideas sake and ideas that are centred in the product or its character, values or attributes.

Bill Bernbach: “Be provocative. But be sure your provocativeness stems from your product. You are not right if in your ad you stand a man on his head just to get attention. You are right if you have him on his head to show how your product keeps things from falling out of his pockets.”

The 7 deadly skills of a great copywriter – detail

2) A love of the details

Idea first; telling the story second; then editing, editing editing. One word too many is one word too many. One typo stands out like a dog’s wotsits. A slip in tone of voice grates on the reader.

Details are important to a great copywriter.

At the same time, deadlines are deadlines and we have to cut-off at some point. Balancing the pursuit of perfection with the constraints of economic pressures is a constant reality for any copywriter. A great copywriter gets that balance just right.

Robert Fleege: An ad is finished only when you no longer can find a single element to remove.

The 7 deadly skills of a great copywriter – up to speed

3) Up-to-speed-ability

Some people are born with it, but most require practice. The ability to write to order is gold dust.

I wake up one morning with a dull headache. The client’s changed their mind about a chunk of copy for the fifth time. I’m not in the mood. I’m no longer excited by the brief, the product or, with this throbbing bonce, not even the paycheque at the end. Now what?

Great copywriters can turn ‘it’ on when they have to. They cut through the problems to find new solutions even when there seem to be more problems than an over-order at the problem factory.

They’re not phased by compromise or the idea of ripping it up and starting again. A great copywriter is a great copywriter any day of the week*.

*A great copywriter will also know how long it takes to decipher, research, understand, write and re-write. Just because they’re great doesn’t mean it’s instant.

Dave Trott: But before we can do anything with other people’s minds, we have to be able to control our own.”

The 7 deadly skills of a great copywriter – start and stop

4) Working start and stop buttons

Great copywriting always starts with a great brief, but just as important are research and asking the right questions.

It can be tempting to write a few thousand words based on a slither of information or a germ of an idea (and in the right hands, that can sometimes be enough), but a great copywriter is also a detective/forager/investigator.

Whether given a verbal, 2-minute briefing in a Soho coffee bar or a 20-page brief document in a 3-hour strategy meeting; a great copywriter will sift and sort, quiz and question until he or she has the right information at their fingertips.

Just as much as knowing where to start, copywriters know when to stop.

Clients sometimes mistakenly think that writing hundreds of words takes much longer than writing a few.

Getting to the point, persuasively, entertainingly and convincingly can take 10 times longer than writing paragraphs of meandering waffle.

A great copywriter knows when enough is enough. They know that their audience is busy and imapatient. They know all the tricks to get them to take in the juiciest bits of information and keep them reading.

The world is complicated and confusing. Our job as copywriters is, as much as anything else, to simplify. There is so much stuff to think about, so many decisions to make. After we’ve grabbed their attention, we need to make things as easy as possible.

Do I like the look of this? Does it speak my language? Do I know what to do next?

Great copywriters are happy to hack away, even at the bits they love, to leave just the bits that work.

Great copywriters Keep It Simple.

Leo Burnett: Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.

The 7 deadly skills of a great copywriter – nice people

5) A (nice) way with people

A great copywriter is on your side. They fight for you and whatever you are selling. They gain your trust and become a part of your team. They do this because it makes all round good business sense.

When a client is onboard, when they like and trust you, they will listen to your opinion and allow you to do the best possible job.

A great copywriter will tell you if you are asking them to polish a turd. If you want them to tell the world that your terrible product is the best ever, then they have the guts to explain why that won’t work.

They may be the experts, but they know that everyone involved has a part to play.

They listen as well as challenge. They fight their corner as well as empathise with the client’s position.

They are confident, but know when to back down.

The best copywriters are usually nice people to work with.

David Ogilvy: “We exist to build the business of our clients. The recommendations we make to them should be the recommendations we would make if we owned their companies, without regard to our own short-term interest. This earns their respect, which is the greatest asset we can have.”

The 7 deadly skills of a great copywriter – visual

6) An eye for pictures

Words are powerful. Pictures grab the attention. When the two work together in harmony, then that’s often where the magic happens. Copywriters need to spend time with Art Directors and Designers. They need to pore over the pages of D&AD annuals, visit art galleries and fall in love with images as much as they have with words.

Copywriting is about communication, not just writing. An intimate knowledge of how words and pictures can work together to communicate is a huge advantage to any copywriter who aspires to greatness.

David Abbott: Think visually. Ask someone to describe a spiral staircase and they’ll use their hands as well as words. Sometimes the best copy is no copy.

The 7 deadly skills of a great copywriter – connected

7) A connection with the audience

‘Clever’ writers fill their prose with ‘clever’ words to show off just how ‘clever’ they are. A great copywriter uses the language that their audiences respond to.

Unlike literary writers, copywriters can’t afford to use their own style of writing over and over. Every job is different.

Last week I was working on scripts for a software provider. The week before it was web copy for an overseas development charity. A one-size-fits-all approach won’t cut it.

A great copywriter wears a hundred different hats: comedian, best friend, business adviser… Copywriters need to be actors, getting into the role and speaking in the appropriate voice.

Tony Brignull: “Great lines don’t have to be clever, they just have to speak to people.”

For me, these are the most important skills that any copywriter needs. Add to this a massive shovel full of patience, confidence and a sense of humour, and you’re going to be at least halfway to greatness.

– – – – – – –

While writing this post, imposter syndrome raised its ugly head and whispered in my ear, “So, are you a GREAT copywriter Mr Wilcock?”

I’m sure even David Abbott would have felt uncomfortable wearing that badge, but I’m practicing all of the above, at least most of the time. I reckon I’m better this year than I was the year before, so let’s just say I’m heading in roughly the right direction.

But here’s an idea; give me a brief and put me to the test, then you be the judge.

More on copywriting and creativity:

Why you don’t need a specialist freelance copywriter
Where do creative ideas come from?
How freelance copywriters conquer writer’s block

Jonathan Wilcock (that’s me) is a freelance Copywriter, Art Director and Creative Director.
You can drop me a line here, or email jonathan@sowhatif.co.uk