I also write down in the margins all the clichés and purple bits that clutter my head. I find that only by writing them down do I exorcise them. If I simply try to forget them they keep coming back like spots on a teenage chin.
Like many other copywriters, I read my copy out aloud as I write. It helps me check the rhythm of the line and ultimately the flow of the whole piece. I often adopt the appropriate accent or tone, though my general ‘reading–copy’ voice is laughably mid-Atlantic (I read silently if there are other people in the room).
I believe that I’m paid to be an advocate and though I get pleasure from the bon mot, the bon motivater thrills me more. Word–play is fine if it helps the cause but I use it sparingly, or not at all.
Ein Arbeitsbeispiel, mit Kommentar, für Chivas Regal:
“It’s a risky ad and, for some people, it’s sentimental but I know others who say that it vividly echoes their own experience. Incidentally, if you try to write a headline for this ad, you’ll discover why it doesn’t have one.”
If you have something valuable to add or some interesting point to discuss, I’ll be looking forward to meeting you at Mastodon!