I am very pleased to be spending much of my time now teaching copywriting and marketing to our very talented team.

How does one write copy for Google Adwords or for the other e-commerce channels we use?

Looking back over the course I’ve been teaching I’ve realised that the vast majority of it has been quotes from William Shakespeare, followed by William Blake.

There have been questions about why e-commerce marketing which started in 1995 has been almost entirely covered in my course by Shakespeare (1564) and Blake (1757). Am I not at least more than two centuries out of date?

The answer of course is that human beings haven’t changed that much. And indeed some of the course has even gone back to the Ancient Greek Rhetoric.

If you understand anaphora, anthimeria, archaism, assonance, asyndeton, brachylogy, chiasmus, diacope, epanalepsis, epimone, epistrophe, hyperbaton, hyperbole, irony, malapropism, metaphor, metonymy, onomatopoeia, paradox, paralepsis, polysyndeton, simile, syllepsis, synecdoche, tautology and zeugma as well as Shakespeare and Blake then you are well on your way to writing a great Google AdWord advert even if you are 200 hundred years after the masters.