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
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