Copy that works, a copywriting masterclass with Vikki Ross

Uncensored CMO

Vikki Ross is a copywriting expert. Having worked for some major brand in the past two decades, she knows a thing or two about branding and tone of voice. This episode is a copywriting masterclass. We start by delving into the principles of great copy, before looking at it in action with our very own Copy Safari (where we go out into the world to find real ads), and then round off by asking the big question; is AI going to replace copywriters?

Links

• Eats, Shoots and Leaves book
• Elements of F*cking Style book
• Bland Book
• Vikki's Twitter
• Vikki's LinkedIn

Timestamps

• 00:00:00 - Intro
• 00:00:59 - How Vicki got into copywriting
• 00:03:53 - Advice for people wanting to get into copywriting
• 00:07:34 - Why are car ads so bad?
• 00:09:39 - Is copywriting intimidating?
• 00:11:26 - Why copywriters need a good brief
• 00:14:50 - When copy goes wrong
• 00:18:17 - The principles of great copy
• 00:23:03 - This sentence has five words
• 00:25:49 - Power of a six word story
• 00:26:47 - #CopySafari
• 00:30:13 - Prime - It’s Right Here
• 00:31:58 - Nurofen and Nuromol
• 00:35:28 - Why marketers should work with lawyers
• 00:38:39 - Uber Eats - Just a tap away
• 00:41:19 - Subway - Saver Subs
• 00:43:00 - Lebara Mobile - Blady Blah
• 00:44:27 - Sacla - Spaghetti You Won’t Forgetti
• 00:45:56 - Monday.com - Meet your power suite
• 00:47:32 - TFL - See it, say it, sorted
• 00:49:42 - Greatest copywriting examples of of recent times
• 00:52:00 - Vikki’s favourite campaigns she’s worked on
• 00:55:05 - Will AI take copywriter’s jobs?
• 01:03:28 - Advice for clients on copy