“Let's make every advertising pound go further.
Our first meeting (free and without obligation) is all about you: Your product or service. Your benefits. Your market. Your budget.
We define your goals and how to achieve them.
My report (also free) outlines our conclusions – and hopefully distils your needs. Only when you have agreed its contents do I start work with you and your chosen team.
If you like, I will happily recommend other trusted experts, too: Creative. Marketing. Printing. Production. Research. Media. Event-planning. PR. And so on...
They will be good. My reputation depends on that.
My own charges – though not low – are realistic and always transparent.
So you get very effective advertising, at distinctly ordinary prices.”
Be Precise. The brief must say: What the product or service is. What it does. What the benefits are. Who wants and/or needs it.
Be Noticed. This owes more to creativity than to huge budgets.
Be Relevant. ‘Clever' ads are only clever when they sell for you.
Be Benefit-led. For instance, a high-tech car engine is simply a feature. 100mpg is a resulting benefit.
Beware Technophobes. It doesn't take a PhD in rocket science to understand and sell technological benefits.
Be Human. B2B, consumer (or overlapping) your prospects have hearts as well as heads.
Be Likeable. Many buying decisions are based on a brand's perceived ‘personality'.
Be Prudent. Having set a sensible budget, never increase it just to compensate for mediocre thinking
Q. What do you want from a copywriter?
A. Words that work.
Well, here are two words that work for me.
Justin Allison
Write them down – they could work for you too!
Graham Addison, Creative Director, Addison Design Limited.
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