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I wanted to be a journalist, inspiration by Ceefax (these were pre-
What did you want to be when you grew up?
A little background
When did you first earn money from writing?
Aged 15 I wrote news stories for the local free sheet, Severn Source, for 10p a line.
Do you have any academic qualifications?
In terms of journalism, it wasn’t until ordinary college that I discovered I should have gained certain qualifications and attended a dedicated college -
So what did you actually do at college?
Played pinball, set up a card school, started a college magazine and became President of the Students Union. That sort of thing.
What was your first proper job?
At 19 I joined a company called Apricot Computers as Marketing Assistant. I started an internal sales newsletter and wrote my first piece of advertising copy – a leaflet about a dot matrix printer.
What happened next?
A colleague’s father ran a PR agency. I went for an interview, got a job and learnt how to write structured stories. A timeless lesson and the experience of writing for PR has been useful ever since.
When did you decide to become a copywriter?
There was a company called Brookes & Vernons in Birmingham with some pretty big clients. They did a thing called advertising which was interesting. I took a copy test, worked for a whole summer paid out of petty cash and was taken on as a Junior Copywriter in the autumn. At last. A perfect fit.
Have you any interests outside copywriting?
I love dialogue and dabble in that for screen and radio. I’ve a short film, Les The Punter, in the process of being made which is a first but it’s still no more than a hobby. That said, the older I get the better I write and maybe I’ll have one or two more of my scripts filmed or broadcast before I peg it. Good fun.
And your happiest copywriting moments?
When work I’ve been involved with gets the desired outcome -
What would you do if you won the lottery?
Pay off my friends’ mortgages (a promise we made to each other when the lottery started). Although, to be honest, I haven’t bought a lottery ticket since Camelot upped the ticket price by 100% and reduced the odds of winning to one in 45 million. Robbing…
Long or short copy?
There are reasons for both and both are equally satisfying -
Ad, advert or advertising?
Ad is good, advertising is good. There is no such thing as an advert.
Writing wise, what was your proudest moment?
There are many but I guess the one that stands out so far, in terms of personal experience, was a series of British Steel videos I scripted, explaining the complete process of steel manufacture. During research I got to go inside Teesside and other steel plants. Awesome. There were five videos with a total run time of 2.5 hours. A long, intense project but sold by British Steel HR to many places around the world including Kuwait University.
Freelance, retained or full time employment?
I’m just happy copywriting although full time or retained would be excellent.
Any advice to someone starting out in copywriting?
Chances are, today, a young copywriter will have gone through University or a specialised course and I guess all the advice they need would probably come from that experience. However, what I did was save a copy of every single thing I wrote from the earliest newspaper articles. It got me a strong portfolio and opened many doors. Another tip? Follow Dave Trott on Twitter.
What was your most embarrassing experience?
I’ve always learnt on the fly so several come to mind. One I remember from my youth was trying to convince a client that a mono press ad consisted of a two colour print -
I love all of advertising and the different skills each media demands. I guess two I’m particularly fond of is radio and video -
Not many. The phrase “when it comes to” is one. Another is radio advertising small print; that speeded up garble at the end of a radio spot that ruins everything for everybody. I’d like to see the rules relaxed but I’m not holding my breath.