”Life can only be understood backwards but must be lived forwards…keep walking.”
These words were once plastered billboard-size on a wall at Clapham South tube station in London, and belonged to Johnnie Walker (yep, that one). They were part of an ad, big writing with the iconic picture of the man himself tipping his hat and purposefully striding forwards, umbrella firmly in hand.
Every time I waited for the train and looked across the platform, that ad would look back at me.
Daring me not to laugh.
In my Clapham South tube-catching days, had digital media been what it is today, I would’ve taken a photo of that Johnnie Walker ad and shared it with all my friends.
They would’ve spent a few moments having a laugh and sharing it with their friends before moving on to the next attention-grabbing thing on their screens.
And those moments would have seen the marketing folks at Johnnie Walker rubbing their hands with glee.
Because copy that evokes some sort of emotional response sells.
I think the marketing folks at Johnnie Walker got it right with that billboard. The goal of every marketing strategy should be to get under people’s skin (in a good way) either by educating, informing or entertaining them.
I’ve come a long way since those Clapham South tube-catching days. From waiting for the train to take me to my production job in a marketing agency in London (and never failing to be amused by that Johnnie Walker billboard) to running a one-woman show over at Savvy Copy, my freelance copywriting studio.
Whilst I enjoyed my time in production, writing has always been my joy. My specialties include content writing, content management, copywriting and asking the right questions in order to give you a stellar content writing service.
My philosophy: Copy should be savvy. It should turn heads. It should turn casual visitors into true believers. It should turn your brilliant idea into a thriving business.
If you have a project I can help with, let’s talk.
