This is an homage to Dave Trott
When I want to read about advertising, I read Dave Trott’s blog.
It’s not about what he writes, it’s about the way he writes, too.
This is actually how he writes.
Simple words, short sentences, and an active voice.
His language is inclusive, and his story is for the audience, not for himself.
That’s how copywriters are supposed to write.
And it works every time.
There’s a rhythm to it. Like with all good storytelling.
His writing works like a one-two combo in boxing.
First, he hits you with a personal story, an observation or an interesting historical anecdote.
Like that one time he had to explain what a punter was to German business people. How he likened Churchill’s Operation Chastise to a World War II era marketing campaign. Or the incredible true story of the Ploughman’s lunch.
This is the left jab.
The right hook is when he ties that story back to advertising, business or creativity in a fresh and unexpected way.
This is what gets you.
He connects two topics with nothing in common to create a perspective you never thought was possible.
It’s a magical formula that he repeats, over and over, throughout his blog.
As anyone who has ever been on the receiving end of a good one-two combo will tell you, you might have seen it coming, but you couldn’t do a damned thing to stop it.
This is good writing.
So, read Dave Trott. And change the game.
