The Craft of Copywriting

As I await the plop of the padded envelope from the bookshop to hit the floor, I can picture the author of this book back at Hounslow Borough College. Piercing blue eyes. Wry awkward smile. Nothing to write home about on the hair front. Those of us fortunate to have learned copywriting from Alastair Crompton are proud to have had him as our mentor. Perhaps more so than the college itself. Here's why.

Among the 15 chapters of this book, two still stick in my mind to this day. The first states there are only two kinds of advertising – ads where there is something to say and ads where there isn’t. While a lot of what we write is classed as storytelling, it still sticks in the mind.

The second was about judging and standing up for our work. In my interview, Alistair sussed me out in seconds. Our meeting became a heated half-hour about my portfolio. I was defensive. I took it personally. I thought it was all over. And as I said goodbye, he congratulated me on a successful interview.

Alastair continued to drill myself and untold others on our words. I'm sorry to say I lost my first copy of the book, hence why I've bought a second. Many books profess to teach us the craft. But only one author still speaks volumes.