As our regular reader will know, it’s our belief that regardless of strategy, creativity and the creative crafts ultimately make the difference between great advertising and not-so-great advertising. And none more so than great writing. Regardless of media or technology, great writing is still the most powerful tool available to the marketer and advertiser. So we've been asking people who’s opinions we respect to tell us their favourite three pieces of advertising writing. And thankfully most of them didn't tell us to fuck off. We’re running them as an irregular series. Today's is number four, with selections from Dave Trott...
“I prefer American copywriting.
I've never been a fan of the English 'dare-we-suggest' school of copywriting.
I call it the 'dare-we-suggest' school because they don't seem able to simply write "This product is big."
They are compelled to write "This product is big, dare we suggest bigger than, perhaps, you're used to."
As if they thought their audience was only ever P G Wodehouse fans.”
My Favourite Writing #1: Mark Denton
My Favourite Writing #2: Drayton Bird
My Favourite Writing #3: Ben Kay