I love reading interviews with people who work with words, from copywriters to translators. It’s always interesting to find out how they got to where they are today, the path they took. Roger Horberry’s interview with Dan Germain of Innocent fame is no exception.
I think lots of writers stumble into their profession via a muddle of other roles: some are related, most are not. But it’s still refreshing to read about the success stories that many of us still spend a large proportion of (billable) hours daydreaming about…
Dan “went to university with the three chaps who founded Innocent” and started off “driving vans and delivering smoothies” before moving on to writing the ‘blurb’ on the bottles. And ten years later, he’s head of creative services. He comes out with several words of wisdom; here are my favourites.
“Brilliant copywriting doesn’t demand any explanation. It’s short and sweet and hits the spot first time.”
On golden rules for writing: “…you have your first idea – great, but don’t use it. 90% of people will …