Glenn Peters started out as a music journalist, turned to copywriting in his mid-thirties and has never looked back. He is now one of Australia’s busiest copywriters and is consistently rated by the top creative directors as their copywriter of choice.
He’s worked with Jeep, Crikey, ANZ, Telstra, Coles and writes for almost every medium – long copy, short copy, online, print, TV, radio, direct response and more. There’s not much he hasn’t done in his long and illustrious copywriting career.
In this episode he talks to us about:
where he finds copywriting inspiration when he’s stuck for ideas or lost for words
how he came into copywriting late in his career (and why starting late was an asset, not a liability)
why he prefers copywriting to journalism (and why copywriters get paid so much more)
when (and where) he found his ‘identity as a copywriter
how to give ourselves permission to be a copywriter
the ‘war’ between copywriters, ‘suits’ and clients and copywriters and how empathy can be the superpower that resolves the conflict
the power of long walks to generate creative inspiration and why his ‘art walks’ fuel his creative energy
how to make your copy more active (hint: get rid of words that end with ‘ing’)
why clients are as scared of you (the copywriter) as you are of them
how to inspire the client to be more honest with you and give you more helpful feedback
why fear is a critical component of creativity
why deadlines are a good thing
tips on how to write long copy, create a ‘tone of voice’ and how to write copy that’s funny
About Glenn Peters
For over a decade Glenn has been entrusted by many Melbourne agencies including DDB, Ogilvy, Whippet, Cummins & Partners, Penso, TBWA, The Royals, Noisy Beast, The Brand Agency and Big Red to solve their clients’ problems.
Digital, TV, Direct Marketing, Radio, Print, OOH, you name it, he’s written for it. Financial services, telcos, big retail, automotive, sports or FMCG, you name it, he’s sold it.
His life passions are his family, music, being president of his local cricket club, and barracking for Collingwood Football Club. (We won’t hold that last one against you Glenn!)
