Brief: Actually, there wasn’t a brief for this. I kind of thought it up, and we decided to develop it as an agency, for use alongside copywriting training.
Background: We’d been delivering training on and off, and I decided to pull everything together into a book. It started as a bit of fun and grew into a serious project.
Tone: This is where it really got fun, because essentially this tone of voice is my own — albeit, my own in my capacity of a Mantra employee. There would probably have been more swearing if it had been just me…
See more: The art of creation: a copywriting bible