EDITOR’S NOTE:

What makes for good content?

“That can be summed up in 6 simple words,” said Martin Williams in a video post. I leaned in. 

“Tell me something I don’t know,” he said. “Or tell me something I do know — but present it in an interesting, creative, original way.”

I nodded. Because there’s nothing new under the sun. New things are born when you put old things together. 

Simple, yes. Easy, no. Not at all.

But that’s where folks like Martin come in. He’s the “Williams” in Hampson Nattan Williams, a copywriting agency in Manchester. He’s also the co-founder of the Creative North copywriter and creativity conference, where I hope to join him next year. Fingers crossed. 

Until then, I’m very happy to have him on for a Micro-Interview.

In only 239 words, Martin shares: 

• 2 types of creative work people will hire you to do… 

• 4 excellent books on writing, selling, and creativity… 

• 1 song lyric that can change your whole perspective…

And more…

Thank you, Martin.

Let’s get started:

1) “What’s your work routine?”

Highly irregular. But disciplined. 

I'm a slow starter, will usually pick up the pace in the middle and if I finish, finish strong. Then I try to do it again the next day. And the next.

2) “What do you know about your work now that you wish you’d known when you first started?”

That some people want to pay you for originality. Others for imitation. 

It's good to be able to spot the difference.

3) “What did your biggest professional failure teach you?”

Control the controllables. 

And don't try and sell sunglasses northbound on the M5 motorway in the pissing rain.

4) “What’s the #1 thing that has helped you shorten your craft’s learning curve?”

Learning that there are no shortcuts. 

5) “What book has helped you the most over your career?”

Write to Sell by Andy Maslen was a great intro. 

Steven Pinker's The Sense of Style is an intense, insightful and inspired analysis of what it is to write well. His introduction to Classic Style as defined in Clear and Simple as the Truth by Francis-Noel Thomas and Mark Turner was revelatory, as is their book.

Can I Change Your Mind? by Lindsay Camp.

Creative Mischief by Dave Trott. 

6) “And your parting piece of advice?”

I'll use these wise words from Joe Talbot of Idles if I may:

"If someone talked to you
The way you do to you
I'd put their teeth through
Love yourself"