5 Copywriting Lessons From John Bevins
John Bevins, who became one of Australia’s all-time great copywriters founded his eponymous advertising agency in 1982. He headed its creative department and won many awards.
In 1993, John Bevins was voted both Advertising Person of the Year and Creative Person of the Year by the Campaign Brief Readers’ Poll.
In 2002, he was awarded the inaugural Advertising Federation of Australia Medallion. He was subsequently honoured with the Denis Everingham Award for Copywriting.
In 2010, He was inducted into the Adnews Hall of Fame.
After 28 years in business, John Bevins, one of Australia’s great agencies closed their doors in December 2009.
He shared the lessons he learnt in The Copybook: How some of the best advertising writers write their advertising.
1. If you don’t enjoy writing it, no one will enjoy reading it.
2. You never know what you’re looking for until you find it, ad you’ll never find it if you know what you’re looking for (There is no Process).
3. Spell it out and it’s out with a spell (The reader’s imagination is as important as yours).
4. Product advertising explains the product to me. Brand advertising explains me to me (Empathy).
5. You have to be in the right mood to write. And that the way to get into the right mood is to write is to Write.