Pru Alexander-Cooper, PAC Copywriting
Why did you choose a career in copywriting, and how did you get into it?
My path to copywriting was less a calculated career move, and more a wonderful, serendipitous discovery. I have always been more arty and creative than logically-minded, and my passion for language led to a combined honours degree in English and Latin Literature – a choice that often drew bemused questions like, “So, what are you going to do with that? Be a teacher, or a botanist?” After a stint in a high-end travel company, I found my niche in marketing, for various IT and telecoms companies, eventually setting up my own consultancy in 2004. Whilst I enjoyed the breadth and variety that marcomms had to offer, it was always the writing that truly ignited my passion. So, I refined my focus to ‘just’ copywriting in 2012, a decision I’ve never regretted. Ironically, my father was a freelance copywriter in his time and whilst I never intended to follow in his footsteps, that’s inadvertently exactly what I’ve done!
What work are you most proud of?
I’m most proud of the book I edited in 2019 for someone who became a dear friend. John Wilkinson developed a rare and aggressive sarcoma in his face and, even whilst enduring gruelling treatment, he felt compelled to share his experience and offer guidance to others facing similar challenges, raising awareness for head and neck cancer. Editing his story, in real time, was a profoundly moving experience. We published the book quickly, and sadly, John passed away soon after. Even though I’ve worked on many wonderful projects over the years, this one remains the most meaningful and rewarding.
What piece of copy do you wish you’d written?
There are so many, especially memorable straplines, it’s difficult to choose! Thinking of a nostalgic favourite from my childhood (which most of you probably won’t remember, aarrgh!), it was the ad for Opal Fruits (now of course called Starburst): “Opal fruits, made to make your mouth water”. Paired with that infectious jingle, it’s been a persistent earworm for four decades! But I guess that’s the power of advertising, right?!
The most recent standout writing was on a billboard outside Gail’s, the artisan bakery chain. It simply said, “Cinnamon bunsdaldfsf – sorry, that was me wiping the drool off my keyboard.” Pure genius!
What do you do if you hit a bit of writer’s block?
The joy of always working on several different client projects simultaneously means that if I hit a stumbling block with one, I just switch to another. This seems to give my brain a reset and I can return to it with a renewed sense of energy, creativity and focus.
What are your favourite and least favourite writing-related tasks?
I love writing case studies because they follow a formulaic structure, yet each one has a unique angle. I am given free rein to interview my clients’ customers and enjoy having a really informal chat with them. I then love the challenge of turning their insights into a compelling story that adds real value and impact to the business.
My least favourite writing task is anything I have to write about me: like this! Having always suffered with imposter syndrome, I am my own worst critic. However, I know it’s important to share the personal stuff too, so people can get a sense of your whole, authentic self.
Any copywriting pet hates?
Apostrophe misuse and typos – there really is no excuse for it these days with all the online tools and AI, even if you feel you didn’t have the best grounding in school. The Oxford comma is also a pet hate of mine. I know it’s a divisive topic but I am old-school and my view is that if you’ve written clearly and concisely, you don’t need one!
What’s the best piece of career advice you’ve been given?
You can always edit a bad page but you can’t edit a blank page. Don’t be afraid to write a flawed draft because the power and magic is in the editing.
What advice would you give to people starting out on a copywriting career?
I know everyone says this but always be curious because you will never stop learning. On a more practical level, make sure you get a crystal-clear brief from the client. If it’s a bit woolly, don’t be afraid to ask for clarification. Winging it never ends well… I believe you can write about pretty much anything, no matter how technical or complex, with a clearly defined brief from the outset.
Why do you find ProCopywriters membership useful?
I find the network really valuable, not only for the collaboration with like-minded people (many of whom I now consider good friends), but also for the fantastic online training. And we can’t forget CopyCon, which I always say is one of my favourite days of the year!
Where can people find out more about you?
https://www.linkedin.com/in/pruthecopywriter/
https://www.instagram.com/pruthecopywriter