Read Me

Find a piece of copy that really makes your toes curl, then write a short analysis of why it’s so bad – a couple of paragraphs is enough. Justify your criticism as objectively as possible. The copy you choose can come from any source – packaging, advert, website, brochure and so on. To keep things simple, pick something reasonably brief – say under

If you want to be a good writer you need to write every day.

Problem>solution>results The classic case-study format. Not particularly imaginative in its naked form but a solid basis on which to build.

It also pays to keep your paragraphs tight – in most situations five sentences are plenty. If a paragraph is running away with you then divide it in two.

Context>analysis>conclusion>actions This slightly more detailed structure works well for longer pieces. An alternative version that’s particularly useful for anything report-like is Issue>background>current situation> conclusion>suggestions.

Plenty of real-world copywriting isn’t writing at all, it’s editing and reworking existing text. To get you comfortable in this role we want you to redraft the following chunk of copy – taken from a fictional airline print ad – in one of the structures we suggested earlier: •Issues>implications>actions •Past>present>future •Context>a

If we had to summarize Read Me in one sentence it would be this: Write like you speak, but speak well.

A meme, Dawkins wrote, is much like its biological cousin the gene. Like a gene, a meme is a selfreplicating unit of information. However, memes don’t replicate biologically; instead they’re passed around in the form of ideas. Dawkins described memes as the ‘basic unit of cultural transmission’. He notes: ‘Just as genes propagate themselves by movi

you need to dig deep until you’re 100 per cent clear about: •The nature of the job •The identity of the audience •The problem you’re trying to solve •The big idea you need to build on •Any key messages your copy must contain •The tone or personality of the finished piece •When it needs to be done by •Where to go for further information

Q&A If you’re aware of the questions a reader might ask then cut to the chase and just answer them. Obviously this depends on knowing what your audience are actually after – there’s nothing quite as sad as Frequently Asked Questions that no one asks, frequently or otherwise. They make a brand look lazy and irrelevant.