Can screenwriters teach copywriters any tricks?

'I'm gonna have to let you go Jack, that copy was terrible'.

So what if the average company’s marketing budget falls short of Lindsay Lohan’s nightly bar tab? Scrub away the stardust and screenwriting and copywriting are more alike than you might think. In fact, many of the Hollywood tricks used to script a compelling viewing experience are transferable to your communications...

‘Show don’t tell’ is the ultimate screenwriting mantra. Audiences believe what they see characters do. So if you want to portray a boy’s love for a girl, show him making a sacrifice. Think Leo in Titanic or Hugh in Four Weddings.

Great copywriting is demonstrative too. Readers are suspicious of claims because they know you’re commissioning the communications. Evidence is vital. So by all means, make your claim -- but you better follow it up with proof. Our CSR report for Land Securities shows you how this works in practice.