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Tom Albrighton – ABC Copywriting

This much I know…

A series of interviews with copywriters

"Too many people think copywriting is just one thing. We have artists, technicians, poets, novelists; sticklers and  rule-breakers."

“Too many people think copywriting is just one thing. We have artists, technicians, poets, novelists; sticklers and rule-breakers.”

You can recognise great copy because …
… it’s transparent. It’s so right for the brand, the product and the medium that the ideas just flow from the page into your mind. Easy to describe, hard to do.

I know I’ve done a good job when…
… the client puts exclamation marks in their email. But with some, I’ve learned that no news is good news, and that’s cool too.

The ideal client is …
… someone who doesn’t play games. Someone who knows their strengths and mine. Someone who can talk when they need to talk, and listen when they need to listen. And, of course, someone who pays without any fuss.

My favourite type of work is …
… probably websites for entrepreneurs and startups. Money can be an issue, but there’s nothing like helping someone shape their ideas, and their future, just by writing.

People like my copy because …
… I can explain. I might not be the most creative, but whatever you want to say, I’ll make sure it comes through clearly on the page.

Too many people think copywriting is …
… just one thing. We have artists, and we have technicians. We have poets, and we have novelists. We have sticklers, and we have rule-breakers. Everyone has value to offer and everyone is right for certain jobs and clients.

To me, copywriting is all about …
… a smile in the mind, to borrow a phrase from McAlhone and Stuart. It could be a smile of amusement, recognition or just understanding, but if you don’t make a connection, you won’t make the sale.

The thing that drives me mad is …
… the idea of content as a commodity rather than communication.

If I wasn’t a copywriter, I’d be a …
… publisher, or working in publishing. That’s where I was before, and where I learned to care about punctuation.

When I was growing up my parents always told me …
… not to read after lights out. I still did though, thankfully. 

I relax by …
…running, gardening, gaming, curry-making.

My guilty pleasure is …
… 80s music. Particularly since I’m now too old to pretend I’m being ironic.

About Tom

Tom Albrighton is a professional copywriter, founder of ABC Copywriting and co-founder of the Professional Copywriters’ Network. He serves a wide range of clients, from blue-chips and multinationals through to sole traders, and also works with many agencies.

www.abccopywriting.com

 

Categories: Copywriter profiles, Freelance life, and This much I know....

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