A couple of weeks ago I attented a copywriting workshop wit a man called Roger Horberry. Why am I only telling you about this now? Well I've had things to do and people to see.
Roger has a book:
(No you can't click to look inside, I just stole the picture off Amazon)
He got us to do some really fun exercises to get our creative juices flowing. One of which was to re-write a paragraph selling a product in the style of a celeb we would get at random. I was given the name of Peaches Geldof and decided to get her talking about wine...
"This wine is like totally epic, and like really fruity. It's got loads of grapes in it, not that I give a shit. I've got better things to do. It comes from Burgundy - my dads probably been there, he's like... really famous. You can buy it from Asda, I've never been there, but you could send your assistant? That might be cool."
I really think I captured the Peaches we know and love.
Roger also told us a few things about tone of voice:
It is content + expression + audience.
It is personality in print.
It is everything you don't have to say, but probably should.
He told us some other interesting things like how we could summarise text down into bullet points but it would take out all the character and tone of voice. He showed this by getting us to cut down famous speeches into bullet points - they were very uninspiring after that.
I would probably buy Roger's book if my Amazon wish list wasn't a mile long already. I still believe that I will one day win the This Morning competition, pay off my student loan and buy all the books I want. One day...