Micro-Interview: Tom Albrighton, Copywriter

EDITOR’S NOTE: Tom Albrighton is an author, speaker, copywriter, and the co-founder of ProCopywriters, the UK network for commercial writers. I’ve also recommended Tom’s book, Copywriting Made Simple, to more people than I can count. It’s fantastic and so is he. 

I’m beyond honored to have Tom on for a Micro-Interview. In 362 words he shares:

• A message for copy trolls…

• The value of social media for copywriters… 

• The “magical” book he browses when he’s out of ideas…

• And more...

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Thank you, Tom.

Let’s get started:

“What’s your work routine?”

Up around 6am, then either a dog walk or a run to blow away the cobwebs. Reach my desk around 8am and try to get emails done by 9am. 

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I use the morning for more creative work, and do editing, rewrites or admin in the afternoon. I leave my phone downstairs and use an app to block all my habitual time-wasting sites from 9am to 5pm – it makes a huge difference. 

“What do you know about your work now that you wish you’d known when you first started?”

I came up through publishing as an editor, so when I went freelance, I was reticent about calling myself a copywriter. After a while, I realised that labels don’t really matter, as long as you can deliver. 

The lesson is: don’t wait, just make your own moves, and things will fall into place. 

“What did your biggest professional failure teach you?”

There’s always a writer behind the writing, so think before you snark. 

I used to write smartass posts picking holes in copy, even though my own portfolio didn’t really give me the right. Then it blew up in my face, with consequences I regret to this day.

Now, if I’m talking about someone else’s work, I try to be fair and balanced, and say what I would do – not just ‘this copy sucks lol’. 

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“What’s the #1 thing that has helped you shorten your craft’s learning curve?”

I’m not sure I have shortened it! It just keeps on going. But sharing ideas and perspectives over social media has made a huge difference. 

That wasn’t really a thing when I started out, and I felt quite alone. 

“What book has helped you the most over your career?”

Could have been several, but I’ll go for the D&AD Copy Book. 

If you’re stuck for an idea, there’s just something magical about it. I don’t mean stealing, just giving yourself some inspirational brain food. I guess any swipe file might do the same, but the ads in this book are gold. 

“And your parting piece of advice?”

Hold on tightly, let go lightly. 

Oh, and delete your first paragraph.

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