I’ll never forget the day I got the text.

I was at work, sitting at my desk and thinking about dinner (I can usually be found thinking about dinner). When my phone pinged I had no idea that the universe was about to tip on its axis. 

You take a deep breath and push open the door.  

The interview panel raise their heads to look at you.

Appraising you. Judging you. 

You take your seat and clear your throat. Your tongue suddenly feels like sandpaper and sweat is collecting at the back of your neck.

You have green hair.

No, you do.

It’s as green as a Granny Smith.

Don’t believe me? Read on.

The year was 1987.

A coffee company captured the heart of the nation.

And they kept hold of it for 6 whole years.

I am of course talking about the Nescafe Gold Blend serial ad campaign, starring Anthony Head and Sharon Maughan as two neighbours who fell in love over the course of twelve 45 second adverts, and a cup of coffee.

Did you ever see that movie, Hitch?

The one where Will Smith is a dating coach who helps men to woo women for lasting, meaningful relationships?

Well, that’s what copywriters do. But for businesses.

One of the best lessons I learned from my mentor at the start of my career was this.

The best product isn’t the one that sells. The product that sells is the one with the best marketing strategy.