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email:john@johnwallacecopywriter.com

THE JOHN WALLACE APPROACH TO COPYWRITING
– CREATING THE PERFECT ELEPHANT

Advertising copywriting
Editorial journalism
Public Relations
Website writing & planning
Copywriting & marketing training

To find out how John Wallace approaches copywriting, please read this brief tale:

There was once a wise and ancient man who lived in an Indian village, where he carved the most exquisite wooden elephants. Each was exactly the same as the last in every perfect detail, and people came from miles around to buy his wonderful carvings. “How do you make each carved elephant exactly the same as the last?” enquired an admirer of his work. “It’s very simple,” the old man replied sagely. “I simply take a lump of wood - then I remove all those pieces that don’t look like an elephant…”

And so it is with copywriting. It’s all about getting the form, content
and balance of the words just right; knowing exactly what to retain
and what to leave out. Lard the copy with too many top-heavy adjectives and it becomes ungainly, unsubtle and galumphing – like an ill-executed wooden pachyderm. Make the copy too thin and lifeless - and it becomes a poor starved thing, bony, unattractive and best ignored. Well you wouldn’t want to see a skinny jumbo, would you?

To see examples of John Wallace’s copywriting,
click on any of the examples below:

1.
Marketing category: Consumer advertising
Client: Allied Breweries
Product: Skol lager
Medium: 48-sheet poster based on ‘Skolars’ TV campaign

2.
Marketing category: B2B advertising
Client: GEC
Product: National One Fleet Communications
Medium: Fleet trade magazine – product advertisement

3.
Marketing category: Trade advertising
Client: Roberts Bakeries
Medium: ‘Grocer’ magazine – corporate advertisement

4.
Marketing category: B2B advertising
Client: Eden Interactive
Services: E-media design and development
Medium: Company brochure - DPS

5.
Marketing category: B2B advertising
Client: The Software Partnership
Products: Financial software
Medium: Company brochure - DPS

6.
Marketing category: Consumer advertising
Client: Abercrombie & Kent
Services: Worldwide luxury holidays
Medium: Holiday brochure – intro page for Morocco

7.
Marketing category: Bid document to H M Government
Client: The British Council
Content: Proposal for national archive/museum dedicated to
language
Medium: Proposal document - intro DPS

8
Marketing category: Consumer lifestyle magazine
Client: InOut Publications
Content: Bar/restaurant/pub/hotel reviews & lifestyle articles
Medium: Magazine pages - art gallery + CD/DVD reviews

9.
Marketing category: Consumer advertising
Client: Roland Bardsley
Services: House-builder
Medium: Property brochure – intro DPS

10.
Marketing category: Science/technical advertising
Client: Shell Chemicals
Products: Hydrocarbon-based olefins
Medium: Trade magazine - DPS advertisement
Services

elephant
 
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