Copywriting for all types of clients, all types of media.

Tap, tap, tap.

Thirty years at the keyboard, and I’m still learning.

The world of the advertising copywriter never stands still.

It takes time to develop copywriting and SEO skills, to learn what makes a great blog post, and to understand what makes website copy good enough to read.

Education is a never-ending path.

Years of freelance creative copywriting experience.

My seasoned outlook on advertising shapes my thinking.

I concentrate on developing a core idea with copy that actually means something.

It’s considered old school by some, but still valued by many.

The older generation, both as a client and a consumer, may appreciate what I can offer.

That’s not to say the younger audience wouldn't appreciate it.

Whether it's to B2B or B2C, short or long copy, I try to push for originality and freshness.

You still have to write engaging stuff. No matter what you're writing about.

In that respect, not much has changed over the years. Only the formats.

And perhaps my hairline.

Website and content copywriting.

Do you read website copy and think how prosaic, how yawningly dull it is?

Have you wasted a few minutes of your life reading a valueless blog post?

To produce great copy requires an experienced copywriter to understand your business, to think that little bit harder, that little bit differently.

It's all too easy to produce safe website copy.

The trouble with safe is that it's not effective. It may be informative but it's not memorable.

And you didn't go into business to be forgotten.

Jolly SEO and copywriting skills.

Of course, copy has to be SEO happy. Striving to be on that first page of Google is every business’ goal.

Smartly written H1s, H2s, meta tags and page descriptors are a must.

And your keywords must be sprinkled into your copy judiciously, not thrown around like garish toppings on a cheap pizza.

Google keeps reiterating it wants people to produce authentic, quality content.

This is easier said than done. Which is why you should use a professional copywriter.

Thankfully, Google’s algorithms are getting better at understanding the nuances of human language and online behaviour.

Which makes for a better reading, and ultimately, an effective communicating experience.

It's all very clever stuff.

This means your website copy has to be clever too.

Rusty Pencil blog post about 10 of the funniest cards you've probably never seen before.
Naturally Fleurish website copy.
Rusty Pencil website copy.

Advertising copywriting (creative concepts and copy the fun way).

Need a well-thought-out advertising campaign? Do you like short, punchy headlines?

Or beautifully written long copy that explains your product or service?

I cut my teeth on creating such campaigns at various London advertising agencies.

As an experienced advertising copywriter, I interrogate the product and scrutinise the brief to create hardcore ideas that stick.

Whether it's press, posters or direct mail, well-written advertising copy with a big idea at its heart can sell like hell.

And don't forget radio. The medium for the ears is a great supplement.

See the following examples of my advertising copy.

Press advertising for The Weekend Travelcard by Transport for London.

Press advertising.

As an advertising copywriter of thirty years, I'm pleased that, contrary to popular belief, press advertising is far from dead.

In fact, it can be an effective addition to a marketing campaign. It helps to mix things up a bit.

By all accounts, they have a stronger brand recall than online ads.

Readers are more likely to trust a print ad than an online one. And you get higher-quality leads.

Also, there’s something about the aesthetics; some things look terrible online but look great in print, such as a beautiful luxury product.

That said, this all depends on the ads themselves.

Great press ads need great headlines and arresting visuals. And great copy to back it up.

Johnnie Walker Red Label double-page spread in the Johnnie Walker's Diary campaign.
Press ad for Time Magazine in the national press.
Press advertising campaign for Zenith Data Systems. Photo of a man being strangled by his computer leads.
Hello Magazine press ads for Elizabeth Taylor's wedding, and David Bowie and Iman's wedding.
Young and Rubicam house press ad.
Ivan Massow press advertising campaign in the gay financial press.
Photo of a man strapped to a rocket showing fast 24 hour delivery for Frontline.
National Children's Bureau press ads. Black and white photos.

Poster advertising.

Ooh! It’s OOH.

Posters are a classic above-the-line medium and are now part of the world that is OOH.

Sadly, there aren't many fab posters out there at the moment. (IMO.) This is a shame.

Posters create great brand exposure. They never turn off. They hit a large target audience.

Stick a QR Code on an Adshel to get people to connect online. Nice.

And a 48-sheet or 96-sheet poster gives you the chance to have a whopping great bloody big ginormous pack shot. Lovely.

Great Eastern Railway poster advertising the train and to avoid the roadworks on the A12.
Johnnie Walker Red label 48-sheet poster showing a silhouette of showjumpers.
Topps Polish adshell poster showing the range of polishing products.
Great Eastern Railway bus back poster advertising the train and to avoid the A12.
Orange Business direct mail piece showing the simplicity of Business Advance.

Direct mail copywriting.

Online ads may be highly targeted, but they’re not personalised.

This is where direct mail and sales letters sing.

While many people are overwhelmed by online media, a piece of direct mail landing on their doormat or desk demands attention.

In a direct mail campaign, there’s a chance to be interesting.

Tactile materials, intriguing formats, keepsakes, freebies, in-depth stories: they make direct mail a powerful communication medium.

It has a high response rate and high ROI too.

Being a specialist direct mail copywriter I have a soft spot for good old-fashioned DM.

Done well, it’s highly effective within a marketing mix.

Boots Optician direct mail piece highlighting the ease and simplicity of contact lenses.
Virgin Trains direct mail piece showing the advantages of getting the train instead of the plane. The letter is a folded into a plane.
Nurofen direct mail piece showing how the range of Nurofen products target pain.
Boots Optician direct mail pieces: one using Ishihara colour test, and the other using 20:20 vision test.

Catalogue, leaflet and brochure copywriting.

The world of print media will never die. It’s far too useful.

At trade shows, for example, potential customers love to walk away with tote bags full of brochures and catalogues. They’re like kids in a sweet shop.

Equally, retail customers like to sit down with a cuppa and flick through a product catalogue. Probably while watching Bake Off.

And for corporate businesses, that beautiful glossy well-written brochure enhances their brand. It makes them feel like a million dollars.

As with all print media, these are a complement to online marketing activity.

London Underground leaflet in a comic style selling the One Day Family Travelcard.
Boots catalogue style direct mail selling all their summer products.
Orange Business corporate brochure highlighting Orange Business networks.
Comic style leaflet for London Underground selling things to do for the family with the Family Travelcard.
Alliance & Leicester brochure guides to mortgages and moving home.

Who listens to the radio?

More people than you think.

49.5 million people listened to live radio for an average of 20.3 hours per week in 2021. Commercial radio also increased its share.

Not bad, eh?

I love radio. It's fun to write.

As a skilled radio copywriter, I love to paint with words.

Listen to my radio ads for Great Eastern Railway and Transport for London.

London Transport and Great Eastern Railway humorous radio commercials.
Docklands double-page spread advertorial in ES Magazine.


In them olden days these were very effective. I wrote exclusively for the Evening Standard and ES Magazine.

I wrote many: Holsten beer, PPP, Sharp, London Zoo, Docklands, Parcelforce, Abbey National.

In true journalistic style, I was always taken out for lunch to be briefed.

Those were the days.

If you'd like an advertorial copywriter, I'm your man. Though I don't expect a free lunch.

Sharp ViewCam double-page spread advertorial in ES Magazine.
Series of Holsten beer advertorials based upon the five senses. Photo of Holsten beer with facts and figures in the Evening Standard.
Full page advertorial for PPP healthplan in the Evening Standard.