Copy that works, a copywriting masterclass with Vikki Ross

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?

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