What we Do

What exactly is a story?

Anyone can tell you that a piece of writing has a beginning, a middle and an end. But what sort of things happen in the beginning as opposed to the end?

A story often starts with “Once upon a time” but what does a piece of good copy begin with? Or a report that’s supposed to bring insight to a team that’s commissioned it?

These are some of the questions we ask and explore in our training courses.

We train participants to recognise the way things work in a successful piece of writing. And it really doesn’t matter whether it’s a proposal, a blog, a TV script or a report, because a similar structure is a surprisingly omnipresent in every form of good writing.

We investigate what keeps a reader reading, and learn about the different contracts that are behind a piece of text.

We investigate the relation between change and communication, value exchange and insight. We look at tone of voice and archetypes and integrate them into a brand context.

In short we look at the most important things that make a piece of text tick.

And help you and your organisation use writing to its full potential.

One of the exercises on tone: Create a new brand of bottled water based on your organisation’s tone of voice.


Real info v junk info
Language tone and role
Writer as leader
Writer as creative

The trainer

Gideon was educated at Westminster and Cambridge. He joined Saatchi and Saatchi advertising in the days when it was still pretty much like Mad Men, and went on to win numerous creative awards. After spending plenty of time in agencies it was time to work direct for clients.

And once there, it seemed more logical to train them to do the things they were paying him to do, rather than to run around trying do all the writing himself. This became the springboard for The Copycourse. Gideon now works as a brand consultant, writer and trainer.