Jonathan Wilcock is making it up as he goes along

I’m making it all up as I go along

A few years ago I was asked to help develop brand language for a charity. I didn’t have a clue. I’d never done ‘brand language’ before, so I thought it best to have a chat with someone I knew who’d done lots.

When I asked him what his formula was for approaching a brand language project, he admitted that he made it up as he went along.

No formula, he just applied a combination of accumulated experience in all sorts of copywriting with a bit of common sense and whatever felt right for the particular project.

He was a blagger. A bloody good one, producing great work, but a blagger all the same.

Trust me I’m a… what was it you wanted again?

You can’t believe how reassuring that was for me. It sounded just like the way I’d fumbled through life – sort of making it up as I went along.

And the more people I spoke to about this, I realised we’re all at it; making it look like we know exactly what we’re doing. Just like life in general, there’s always the first time. Then when we’ve done it a couple of times or more, we believe in ourselves – you should taste my veggie Bolognese sauce, it’ll blow your mind.

Then along comes another challenge that shoves us right back into the discomfort zone. We can either embrace it and do whatever’s necessary to swim, or we can flail around in a panic and sink.

Or to milk the analogy a bit more, we can get out of the pool and watch from the spectator’s area.

Go with the fear

Throughout our lives we come up against tasks where we have no specific prior experience to lean on. On the one hand, it’s incredibly scary, on the other, it’s totally liberating.

If we just keep moving forwards, admitting to ourselves we’re making up our own rules and working out our own answers, anything’s possible.

As copywriters (or anyone in the creative industries for that matter), we have a chance to keep ‘making it up’, to keep re-inventing and stretching ourselves.

For me, that’s a huge part of the attraction. Doing the exact same thing over and over for 40 or 50 years may work for some people, but I don’t think it would for me.

Over the years I’ve written:

– Radio commercials for ferries
– Brand guidelines for haulage
– Press ads for watches
– Annual reports for a housing association
– Facebook ads for online family trees
– An e-book for dentists
– SMS messages for property maintenance
– TV commercials for a telephone directory
– Branding workshops for accountants
– Emails for a tourist office
– Press releases for ad agencies
– Sales videos for car brands
– Brand language for estate agents
– Brochures for a building contractor
– On-pack copy for vodka
– Websites for corporate training

I’ve Art Directed TV commercials in Mauritius, illustrated posters for a Kids TV channel, been a guest speaker at a fundraising conference, lectured to University students and sat for days with a photographer in the Brecon Beacons waiting for the perfect storm.

We are a sum of all the parts

For all of this, at least the first time round, I was a novice. Then again, not a complete novice. You see, even though I’ve never written a recipe book for kittens, I have a ton of experience in my personal data bank that means, given half a chance, I definitely could.

And it’s the same for all of us. We build up a base of core skills and confidence that we can draw on, to keep doing the next new thing.

So next time a client asks “have you ever…” don’t panic, just think to yourself, “no, not yet”. Then get them to have a look at this post on why they don’t need a specialist copywriter.

Addendum:

I had a bit of a wobble before publishing this post. Did it make me sound like a chancer? Did I come across as a have-a-go-hero rather than a professional freelance copywriter? Would it scare potential clients off?

So, I asked a fellow copywriter, the very lovely Alice Hollis, for her opinion and she settled my jitters better than a bottle of Dr. Scrottinger’s Herbal Nerve Tonic. Thanks Alice.

Hope you like it too.

Jonathan Wilcock (that’s me) is a Senior Freelance Copywriter. You can drop me line here, or email jonathan@sowhatif.co.uk

Jonathan Wilcock – Senior Freelance Copywriter

Recent guest blog posts (to April 2019)

There are blogs out there run by people who are brave/crazy enough to trust me to write a post or two for them. Apologies if I’ve brought those websites crashing to their knees.

If, dear reader, you are curious, here are a few links:

Why Designers and Copywriters Should Collaborate More
“I can’t believe it. They’ve asked me to come up with brand names again.”
You could have planted potatoes in the Graphic Designer’s forehead furrows…
Read more on TheLogoCreative.co.uk

Negativity, creativity and our online, collective Karma
The Internet is amazing. It’s also a bitter and twisted place.
Supposedly educated, creative people use the Internet (particularly social media) to spread great big, stinky bucket-loads of tittle-tattle and twit-twattery…
Read more on Lucidity.org.uk

Who put the free in freelance?
Free is good. There’s ‘free as a bird’, ‘free to do what you wanna’ and ‘I’m free next Thursday’.
Then there’s the other kinds of free. ‘Can you just bang out a sample paragraph or two’, ‘we’ve asked two other writers to pitch their ideas too’ and the classic, ‘if you rewrote the home page, that would give us a better idea if you’re right for the job’…
Read more on CopywriterCollective.com

The designer’s guide to Brand Tone of Voice
This post is for anyone who needs to work with words, but isn’t a fully paid-up member of the Royal Guild of Copywriters. It’s a practical guide that should not only convince you of the power of defining a brand’s ToV, but will help you to bring words into play when tackling your next branding brief…
Read more on TheLogoCreative.co.uk

How to write better headlines
I can’t emphasise too much just how important headlines are. If you were in catering, they’d be your TripAdvisor review, menu and Fred the Maître d’ – all in one.
Like the smell of fresh baking bread, a good headline draws people in. If it’s really, really good they don’t have to read anything else – they’ll just live off the aroma…
Read more on TuesdayMedia.com

If you’re a site owner and would like to add a dash of my take on copywriting, creativity or anything else within reason, get in touch.

Jonathan Wilcock (that’s me) is a Senior Freelance Copywriter.
You can drop me line here, or email jonathan@sowhatif.co.uk