“Stupid is as stupid does”

My colleagues often chide me for announcing stuff, asking people to pay for it, then being astoundingly coy about what they will get in return.

Quite unforgiveable – which reminds me of the headline above.

I saw it in a full page ad which also showed a child’s face.

Have you any idea what the headline could be about?

I have yet to read the copy, which is carefully reversed-out to make it hard to read.

But this is one of the many examples I shall be discussing, with barely controlled fury, on my copy day in Bristol.

I shall analyse all kinds of copy in all media and try to explain what makes it work (or not).

In the case of “Stupid is as stupid does” what makes it not work, I imagine, is a total disinterest in what makes good headlines.

My friend Steve Harrison and I will also work with you in your copy for an hour and a half.

And he will be talking with his usual dry wit about the genius Madison Avenue never got hold of – who was fifty years ahead of his time.

You can bring stuff in for comment if you like, and we will be helpful – as we have for many of the world’s biggest (and smallest) brands.

Between us I hope we can keep you entertained – and do a pretty good job for you.

In times like these, people tend to batten down the hatches and hope the storm will pass.

It won’t, for years. We can help you get more out of your copy.