Copywriter profiles, Freelance life, This much I know...

Ryan Wallman – Wellmark

This much I know…

A series of interviews with copywriters

"I know I’ve done a good job when a client is moved to tears. This actually happened once."
“I know I’ve done a good job when a client is moved to tears. This actually happened once.”

You can recognise great copy because it …
… doesn’t sound like it was put together by a management committee. Specifically, it does not include the words ‘passionate’ or ‘committed’.

I know I’ve done a good job when…
… a client is moved to the point of tears (and not in a ‘this is dire and what I am I paying you for?’ way) upon reading a line I’ve written. This actually happened once.

The ideal client is …
… one who understands that good writing takes time. And doesn’t change the brief. And takes me to sporting events.

My favourite type of work is …
… creative copywriting. I come from a medical background and much of my work is for healthcare brands, but I try to use the right side of my brain whenever I can.

People like my copy because … i

… it eschews management-speak and conveys emotional truth. Actually, that’s a wild guess, but in the absence of any dissenting voices, I’ll go with it.

Too many people think copywriting is …
… something that anyone can do.

To me, copywriting is all about …
… empathy. And if there’s some sparkling wordplay in there as well, all the better.

The thing that drives me mad is …
… apathy about the declining standard of written communication.

If I wasn’t a copywriter, I’d be a …
… lawyer, because then I would just write anyway (and not bother with the hassle of making it intelligible), but get paid handsomely for it.

When I was growing up my parents always told me …
… that football was just a game, and that I should stop crying over every loss. I have never heeded this advice.

I relax by …
… sleeping. I was a world-class relaxer before I became a parent.

My guilty pleasure is …
… sleeping. And the Electric Light Orchestra.

About Ryan

Ryan Wallman is Head of Copy at Wellmark, a creative agency with specialist expertise in healthcare, corporate and B2B communications. He is a medical graduate and also holds a Master of Marketing. With many years’ experience in copywriting and technical writing, Ryan is skilled in the creative execution and direction of marketing communications.

www.wellmark.com.au

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