Oct 22 2024 44 mins
Episode #135. Today’s topic is a technical skill on copywriting and its critical role in driving action and building brand trust.
Joining Abby to discuss is seasoned copywriter Dave Harland aka the Word Man. A naturally entertaining storyteller, over the past two decades Dave has built a notable career in persuasive writing that captures attention for brands such as Google, Jaguar, Tesco and Castor. He is a regular speaker at industry events and also has a LinkedIn following of almost 100k people who enjoy his witty stories - particularly leading scammers down rabbit holes and challenging bad actors on the internet.
In this episode Dave shares his definition of copywriting, 3 effective copywriting principles, when brands get it wrong, empathy for your audience, copywriting tips and brand success stories.
Plus Dave’s career highs and lows and advice for marketers.
00:00 Welcome and why the art of copywriting is so important for marketers.
05:44 How being entertaining converts consumers into loyal fans.
07:52 Ryanair excels at self-deprecating, entertaining branding.
13:16 Brands misuse clichés and jargon which impacts consumer engagement.
18:56 Empathy is crucial for effective copywriting skills.
22:20 Knowing what is interesting to your audience.
26:50 How to improve your writing skills.
31:37 How Dave turned a career low into university writing opportunity.
36:46 Dave’s career high and advice for marketers.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Dave Harland | LinkedIn
News and events:
The Marketing Society Global Conference: Changemakers Impact. November 13th in Central London
Hear from visionary speakers, gain cutting-edge insights, and connect with fellow changemakers who are reshaping our industry and society.
Tickets are limited, so secure your place now. Book your ticket here and prepare to ignite your potential.
The Marketing Society Global Conference: where ideas spark, connections form, and impact begins. See you in London!
The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com