By Sean Grace

 

This sentence has five words

 

Applying Gary Provost’s advice to Vikki Ross’s Masterclass

 

Words

Read words

Words are everywhere

Signs of inspiration everywhere

Make you feel, think, act

Look around. Listen to comedy. Anything!

 

Books

Read them

The Copy Book

Persuasive Copywriting (the science!)

How to Write Better Copy

Write to Sell on your desk 

Sell or get someone to do something 

 

Write 

Talk direct 

It’s a conversation

Speak in everyday language 

Honest, personal, nostalgic, emotional, language 

No formal, business words no-one understands

 

Use

Contract words 

You’ll say ‘you’ll’ 

Not ‘receive’ but ‘get’

Remember the old Ronseal ad

What it says on the tin

 

Speak

Say we

And say you

Exclusive – just for you 

or maybe only for you?

Match the brand but make sense 

 

Opinion 

It’s yours

what you want

Not some copy God’s

Differentiate their tone of voice 

Entertaining is punchy, entertaining is warm 

 

Active

Not passive

Amy watches TV

But TV isn’t watched 

I said active not macho 

Don’t get banned or caught speeding

 

Ditto

Who’s listening?

Talking to yourself?

My Burger is great 

My TV is great because

Brand love doesn’t happen like that

 

Work

Use impact 

Keep readers interested 

People will buy emotions

So make them feel something 

All great stories come from within 

 

Bread

It’s tasty

Use your loaf 

Don’t over ‘need’ it

Pitta won’t save the world

But feed the world, you win

 

Count

Be Meaningful 

Keep it relevant

Disdain all boring adjectives

Tell a story without adjectives

And get people on your side 

 

Amazing

Comedy’s original 

Drama’s award winning

Harvey, Nichols, Adam, Eve

Art, copy, doing different things 

then just let it sink in

 

Fun

Real fun

Really funny fun 

At #copywritersunite next Tuesday

Puns and cliches are fine

If you don’t ask for Sprite

 

Who 

The what

And the where 

Work where you want

Ideas aren’t at your desk

Stand out so they find you

 

Dance

Rhythmic pace 

Praise the coffee

Moreover praise the cup

Wam Bam Thank you Ram

Oreo Minis make copy taste better.

This sentence has five words

 

Applying Gary Provost’s advice to Vikki Ross’s Masterclass

 

Words

Read words

Words are everywhere

Signs of inspiration everywhere

Make you feel, think, act

Look around. Listen to comedy. Anything!

 

Books

Read them

The Copy Book

Persuasive Copywriting (the science!)

How to Write Better Copy

Write to Sell on your desk 

Sell or get someone to do something 

 

Write 

Talk direct 

It’s a conversation

Speak in everyday language 

Honest, personal, nostalgic, emotional, language 

No formal, business words no-one understands

 

Use

Contract words 

You’ll say ‘you’ll’ 

Not ‘receive’ but ‘get’

Remember the old Ronseal ad

What it says on the tin

 

Speak

Say we

And say you

Exclusive – just for you 

or maybe only for you?

Match the brand but make sense 

 

Opinion 

It’s yours

what you want

Not some copy God’s

Differentiate their tone of voice 

Entertaining is punchy, entertaining is warm 

 

Active

Not passive

Amy watches TV

But TV isn’t watched 

I said active not macho 

Don’t get banned or caught speeding

 

Ditto

Who’s listening?

Talking to yourself?

My Burger is great 

My TV is great because

Brand love doesn’t happen like that

 

Work

Use impact 

Keep readers interested 

People will buy emotions

So make them feel something 

All great stories come from within 

 

Bread

It’s tasty

Use your loaf 

Don’t over ‘need’ it

Pitta won’t save the world

But feed the world, you win

 

Count

Be Meaningful 

Keep it relevant

Disdain all boring adjectives

Tell a story without adjectives

And get people on your side 

 

Amazing

Comedy’s original 

Drama’s award winning

Harvey, Nichols, Adam, Eve

Art, copy, doing different things 

then just let it sink in

 

Fun

Real fun

Really funny fun 

At #copywritersunite next Tuesday

Puns and cliches are fine

If you don’t ask for Sprite

 

Who 

The what

And the where 

Work where you want

Ideas aren’t at your desk

Stand out so they find you

 

Dance

Rhythmic pace 

Praise the coffee

Moreover praise the cup

Wam Bam Thank you Ram

Oreo Minis make copy taste better.