Top tips from 20 of the UK’s top copywriters

You may recall, a couple of months ago, I wrote a blog post about how I was going to call everyone I was following on Twitter. Yes, I know. Crazy.

And yet, I have to say, so far it’s been absolutely brilliant. I’ve swapped ideas, learnt new things, planned a few joint projects and really got to know the people behind the avatar. (Oh yeah. And talked a lot of footie.)

I started with UK copywriters* because we’re a friendly bunch by nature. And at the end of each conversation I asked for a top tip or a few words of wisdom. Amazingly, everyone said something different.

Words of wisdom from Ben Locker

 

“Read everything and anything from Hemingway to the Shoot Annual. Don’t be snobby about it.” Johnny Cullen @EustonDoYouCopy

“Always put yourself in your audience’s shoes.” Jill Tomlinson @shelovestowrite

“Clients, film makers, writers, developers, account managers – you don’t make a viral, your audience does.” Larner Caleb @larnerC

“Great writing isn’t plain English – it’s clear writing with Zing!” Ben Locker @benlocker

“If your copy seems ridiculously simple, it’s finished.” Tom Albrighton @tomcopy

“Always have a cup of tea before you start writing.” Caroline Dalzell @firstforcopy

“Exterminate the word ‘that’.” Joy McCarthy @WORDright

“Remember it’s about the reader not the writer.” Chris Street @bristoleditor

“Have the confidence to write like you speak.” Claire Lynch @goodcopybadcopy

“Write what comes naturally, don’t be contrived or overly SEO conscious. More often than not you’ll include enough keywords without thinking.” Alasdair Murray at @Alconcalcia

“Never answer the phone in your PJs and slippers. Dress as if you were going to meet a client and you’ll feel more professional.” Elaine Swift @laini 

“One simple thing any aspiring writer (or even an experienced writer) can do is run every word through a ‘Would you say this to someone you know?’ filter.” Jamie Hudson @jamiehudson

“Confidence carries the day. Write like you’re an expert, talk like you’re an expert, act like you’re an expert. Even if you’re not, it’ll carry you through until you are.” Andrew Nattan @Mr603

“Don’t work for people because you love them or their product. Work for them because they’ll pay your invoice on time. If you love them too, that’s a bonus.” Andy Maslen @andy_maslen

“Read out a line of your copy that you think is selling benefits. Now imagine your reader’s response. If they’re saying, “so what?” it’s not a benefit. When they’d feel stupid asking ‘so what’, you’re home.” Shamelessly borrowed from Andy Maslen by Mike Brown @word_forge

“Treat your client’s business like it’s your own. Share the passion and the words will flow.” Howard Smith @NoSloppyCopy

“Aspire.” Martin Williams @ukcopywriting

“Put passion before punctuation.” Ali Turnbull @fit_to_print

“Good writers borrow from other writers. Great writers steal from them outright.” Stolen from screenwriter Aaron Sorkin by Tom Mason @totmac

“Be yourself. Being creative means bringing a little bit of yourself to the table. After all, that’s where ideas come from, your personal experience, your way of expressing yourself. It’s when you try to be something else, or when someone tries to force you to write like they do, that it all goes wrong.” Ali Turner @Copy_Girl

*There are so many UK copywriters in the Twitter gang I’m ‘doing’ them in three posts. More tips from UK copywriters later in the year.

Who shall I call next? SEOers? Or designers?

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36 Comments
  • Andy Nattan
    Posted at 12:39h, 05 August Reply

    Andy Maslen’s made me laugh. It’s true though!

    Some great advice there, and it was a pleasure to speak with you.

  • Andy Nattan
    Posted at 12:39h, 05 August Reply

    Andy Maslen’s made me laugh. It’s true though!

    Some great advice there, and it was a pleasure to speak with you.

  • Jen
    Posted at 12:51h, 05 August Reply

    I really enjoyed reading that collection of tips from copywriters. My favourite has to be:

    “Put passion before punctuation.”

    Amen!

  • Jen
    Posted at 12:51h, 05 August Reply

    I really enjoyed reading that collection of tips from copywriters. My favourite has to be:

    “Put passion before punctuation.”

    Amen!

  • Duncan bloor
    Posted at 14:30h, 05 August Reply

    Glad to see johnny Cullen made it in there. Great bloke and great writer!

  • Duncan bloor
    Posted at 14:30h, 05 August Reply

    Glad to see johnny Cullen made it in there. Great bloke and great writer!

  • Nicola Joyce
    Posted at 14:35h, 05 August Reply

    Fab post, and fab tips! Thanks for sharing 🙂

  • Nicola Joyce
    Posted at 14:35h, 05 August Reply

    Fab post, and fab tips! Thanks for sharing 🙂

  • Melanie
    Posted at 18:22h, 05 August Reply

    Sarah @TurnerInk when oh when will you get around to calling me : – ) or doesn’t it work like that? I have told several people about your genius calling idea, if only I had the free minutes on my BlackBerry I would do it myself.

    Great post!

    • Sarah Turner
      Posted at 09:22h, 06 August Reply

      Hey Mel
      Well I think I’m doing designers next. Then SEOers. And then ‘Awesome social media marketers who rock’. And you’ll be my first call! (But I’m sure we’ll chat before then!)

  • Melanie
    Posted at 18:22h, 05 August Reply

    Sarah @TurnerInk when oh when will you get around to calling me : – ) or doesn’t it work like that? I have told several people about your genius calling idea, if only I had the free minutes on my BlackBerry I would do it myself.

    Great post!

    • Sarah Turner
      Posted at 09:22h, 06 August Reply

      Hey Mel
      Well I think I’m doing designers next. Then SEOers. And then ‘Awesome social media marketers who rock’. And you’ll be my first call! (But I’m sure we’ll chat before then!)

  • Lorraine
    Posted at 12:15h, 07 August Reply

    What a super post, Sarah.

    Every one of these tips is a gem. But I especially need to follow Joy McCarthy’s advice–and stop using that word so much.

  • Lorraine
    Posted at 12:15h, 07 August Reply

    What a super post, Sarah.

    Every one of these tips is a gem. But I especially need to follow Joy McCarthy’s advice–and stop using that word so much.

  • Tom Albrighton
    Posted at 11:17h, 09 August Reply

    Thanks for featuring me. Doesn’t Ben have lovely handwriting?

  • Tom Albrighton
    Posted at 11:17h, 09 August Reply

    Thanks for featuring me. Doesn’t Ben have lovely handwriting?

  • Jamie Hudson
    Posted at 11:26h, 09 August Reply

    Thanks for the mention Sarah. Great to chat to you. I like Elaine’s – that’s where I’m going wrong…

    How about awesome proof readers, or is that an oxymoron?

  • Jamie Hudson
    Posted at 11:26h, 09 August Reply

    Thanks for the mention Sarah. Great to chat to you. I like Elaine’s – that’s where I’m going wrong…

    How about awesome proof readers, or is that an oxymoron?

  • Peter
    Posted at 14:07h, 07 September Reply

    its great….“Good writers borrow from other writers. Great writers steal from them outright.” specially this one…

  • Peter
    Posted at 14:07h, 07 September Reply

    its great….“Good writers borrow from other writers. Great writers steal from them outright.” specially this one…

  • Joe Pelissier
    Posted at 17:10h, 08 September Reply

    What a smart idea!

    My favourite is

    “If your copy seems ridiculously simple, it’s finished.” Tom Albrighton @ABC Copywriting

    A good tip from Noel Coward when you have a brilliant idea was ‘First kill your darlings’.

    Always a good thing to do when you are ‘being creative’.

    Joe

  • Joe Pelissier
    Posted at 17:10h, 08 September Reply

    What a smart idea!

    My favourite is

    “If your copy seems ridiculously simple, it’s finished.” Tom Albrighton @ABC Copywriting

    A good tip from Noel Coward when you have a brilliant idea was ‘First kill your darlings’.

    Always a good thing to do when you are ‘being creative’.

    Joe

  • Brad Shorr
    Posted at 21:29h, 29 September Reply

    Bravo! I so enjoy following discussions among UK writers because you have such a command of the English language (I wonder why?). You are an endless source of tips, inspiration and wisdom.

  • Brad Shorr
    Posted at 21:29h, 29 September Reply

    Bravo! I so enjoy following discussions among UK writers because you have such a command of the English language (I wonder why?). You are an endless source of tips, inspiration and wisdom.

  • SERPD
    Posted at 13:07h, 13 October Reply

    Top tips from 20 of the UK’s top copywriters…

    Twenty top copywriting, blogging and business tips from twenty of the UK’s top copywriters….

  • SERPD
    Posted at 13:07h, 13 October Reply

    Top tips from 20 of the UK’s top copywriters…

    Twenty top copywriting, blogging and business tips from twenty of the UK’s top copywriters….

  • Chief Alchemist
    Posted at 15:16h, 13 October Reply

    Good list. Goes great with a morning cup of coffee. Thanks.

    BTW, I think no matter which group you do next, we’re likely to see many of the same themes. I’m not suggest you not do it. (‘cuse the double neg there, please). I’m just making a prediction 🙂

  • Chief Alchemist
    Posted at 15:16h, 13 October Reply

    Good list. Goes great with a morning cup of coffee. Thanks.

    BTW, I think no matter which group you do next, we’re likely to see many of the same themes. I’m not suggest you not do it. (‘cuse the double neg there, please). I’m just making a prediction 🙂

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