It’s my first day at an advertising agency and you’re the copy lead. What’s the first book you give me to read? The best advice? The writers you tell me to look up? All in an effort to put me on the highway to copywriting craft excellence.

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Jeez, why are people so negative? It’s just a question and not a weird one. Here’s what I would read.

On Writing by Stephen King
Junior by Thomas Kemeny
Hey Whipple (cliche, but reading doesn’t hurt, so why not)
Then just read. Read everything. Someone once told me “you have to feed the beast.” Not everything you read has to be helpful. But as you go, steal styles from people.

On top of reading, find comedians and actors and characters and emulate their delivery. Write your copy like people speak. Don’t write like people write. The more you can emulate the way people talk in your copy, the better. Use weird commas for pause. Abrupt periods. Run-on sentences. All of it.

Cool? Cool.

likeupliftinghelpful

@OP literally thought you were a newly assigned copy lead - role playing as a Jr... hence my advice. Good luck and I second On Writing; it’s one of the most interesting takes on the craft I’ve ever read.

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Watch Vimeo Staff Picks. Lots of them. See all the different ways people are telling stories and then remember in the future that there are always more ways to approach a creative challenge that is stumping you.

likehelpful

Thanks! Interesting tip.

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Yeah you’re not in portfolio school anymore. No one is going to assign you books. If you’re new I would say familiarize yourself with the brands you will be working on and their tone of voice. Other than that you are expected to dive right in.

likehelpful

Go watch Geico commercials, graf little caesars. You’ve seen them before , but watch again to how the entire spot IS converted and structured completely in service of the rtb. Slim n trim, That’s how they get sold / the weirdness is second to the sale....
Read what we talk about when we talk about love by carver - spartan, a one page story can communicate more than a whole book. Dig up some old Hal Riney work, see how you can get the feels for a bank, with salt of the earth, humble writing that’s rarely seen anymore....

likehelpful

Thank you! The Geico commercials are some of my favourites.

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I’d also say: craft matters. But there’s an entire department of account people, planners, management at the agency paid to scrutinize kill and dumb your work down... before it gets to the client. To stay here and get noticed, you have to play the brown nose game, you’ve gotta appear “cool and youthful”. Your job is literally to make everyone above you look good..You‘ need someone to choose your work to get it sold, and that means your image matters internally. Don’t be a primadonna and don’t say no to projects. Work weekends / work nights / raise your hand for every pitch, make friends with the social people and get on their projects, bug people, and grab every brief you can find that you’re not on. Even the best baseball player bats .300, that’s a hit in 3/10 at bats. Also share assignments don’t be scared to split credit....Staffing won’t put you on a lot of things and projects will drag out and consume you.... you need as many at bats as you can possibly find to hit one piece of “good” work out of the park....

likehelpful

A thesaurus.

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If you can still find his work check out Ed McCabe.

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Thank you. Will go a-digging. I recently heard him mentioned in a podcast by TomMcElligot too.

You write what you read. Once I read all the prescribed advertising tomes, from Whipple to D&AD Mastercraft Series to One Shows and every advertising book I could possibly find, I realized I knew more about what great work looked like but I wasn’t a better communicator. So I let it all go and trusted that my pen would find its purpose whether the writing needed to be as visually and emotionally evocative as Cormac McCarthy’s, as authentic and succinct as lyrics by John Prine, with a rhythm and intellectual rigor as forceful as Peter Gomes, or whatever other great writing has been an inspiration to me.

helpful

E: A Novel by Matt Beaumont.

likehelpful

I’ve read a lot of advertising books and the only one that’s ever stuck with me is Hey Whipple. If you’re interested in writing in a general sense, read some of Roald Dahl’s adult short stories. He’s a master.

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His adult film, the BFG, is among his best

Read this book: https://www.amazon.com/Its-Not-How-Good-Want/dp/0714843377#immersive-view_1593459747444

Remember: only writing will improve your writing

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Thank you!

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