As we've written on previous posts, Roger Horberry is a successful independent copywriter who is highly regarded in the design, branding and advertising industries. His books – most recently 'Brilliant Copywriting' and 'Sounds Good on Paper' – are well respected and thoroughly enjoyable texts on the skills and techniques required to create effective, engaging writing.
This is what third year copywriter Kayleigh Brookes wrote about the day:-
"A sticky line is a tag line, strap line or slogan that sticks in your head. Roger explained three things that were necessary to make a line 'sticky': 1) It has to be memorable; 2) It has to inspire action; and 3) It has to be appealing.
Roger gave us tasks to help develop techniques of writing a ‘sticky line': rhetoric (alliteration), puns and rhyme. These techniques were great – they grew our passion for copy, we had a lot of fun and even enjoyed being a little cheesy! We learned a lot and got some great feedback and encouragement.
Roger left us with some final advice of what to do and what not to do, namely:-Keep it simple; don’t write something your competitor can use; you don’t have to be original just say it in a way it hasn’t been said before and, most importantly, never be boring."
We look forward to welcoming Roger back to Lincoln very soon. A true friend of the course.
