Ben McCluskey

I replace meaningless words with concrete copy.

Brand Voice / Brand Video Scripts / Web Copy

[Ben McCluskey @ConcreteCopy]

Some genius is outsourcing an apology for plagiarism. 🤡

#peerreview

[Ben McCluskey @ConcreteCopy]

Football has finally retired from Zlatan.

It’s tired of trying to keep up with him.

[Ben McCluskey @ConcreteCopy]

@axelk https://t.co/WXwR6lTmJI

[Ed Balls @edballs]

Ed Balls

[Ben McCluskey @ConcreteCopy]

@LeifKendall That world exists so clearly on the page without visible seams or stitches. It's remarkable. ❤️

[Ben McCluskey @ConcreteCopy]

@paulmarkbailey I usually just trick leadership into thinking they came up with the name themselves. It's literally the only reason I run a workshop. 🤫

[Ben McCluskey @ConcreteCopy]

* Copywriters included

[Joel Klettke @JoelKlettke]

People hate that great copywriting is actually work and research instead of madlibs and alcohol.

[Ben McCluskey @ConcreteCopy]

@nickparker In the current economic climate, you'd imagine agencies that frame distinctive branding as smart or sensible will win vs those hollering 'be brave'.

[Ben McCluskey @ConcreteCopy]

@nickparker I agree. I think the advice to 'take risks' isn't exactly wrong, but it's easily (and too often) misunderstood. Strategy is still a bet IMO. But there's a big difference between the charlatans wild guess and an expert's carefully researched best guess.

[Ben McCluskey @ConcreteCopy]

@JMAGarrett I know right? Bonkers

[Ben McCluskey @ConcreteCopy]

Stepson turned 10 today.

Unwrapped his new Jazzmaster guitar.

Spent the morning smashing through all his favourite Nirvana tunes. Long blond hair swishing the whole time.

I just found out he shares his birthday with Kurt.

His head may explode when I tell him.

[Ben McCluskey @ConcreteCopy]

headline of the year

https://t.co/yHmWVu9Fhd

[Ben McCluskey @ConcreteCopy]

@wordmancopy Were you wearing your Samsung Galaxy as a hat again? You know Tim Cook doesn't like that hat. You only have yourself to blame IMHO.

[Ben McCluskey @ConcreteCopy]

#AugustusGloop isn't trending yet?

This platform used to stand for something.

https://t.co/h41dfCfTuh

[Ben McCluskey @ConcreteCopy]

@fcampbellhowes It may well be the saddest song I've ever heard.

[Ben McCluskey @ConcreteCopy]

Sharon Van Etten can break your heart in 4 lines:

"Sitting at the bar, I told you everything
You said, "Holy shit, you almost died"
Sharing a shot, you held my hand
Knowing everything, knowing everything, we cried"

Who else can do this?

Points off for mentioning Hemingway 🤷‍♂️

[Ben McCluskey @ConcreteCopy]

Sharon Van Etten can break your heart in 4 lines:

"Sitting at the bar, I told you everything
You said, "Holy shit, you almost died"
Sharing a shot, you held my hand
Knowing everything, knowing everything, we cried"

Who else can do this?

Points off for mentioning Hemingway 🤷‍♂️

[Ben McCluskey @ConcreteCopy]

@Nickhalo01 Woah. What do you read into that? A musing on life purpose? Fame? Syd? All three and more?

[Ben McCluskey @ConcreteCopy]

@crocstar I never got around to The Bell Jar - I must correct that. I heard recordings of Plath reading her poetry years ago. She has a truly unforgettable voice.

[Ben McCluskey @ConcreteCopy]

@EdCallowWrites A3. #ContentClubUK
- The projects are starting any day now.
- The kids are happy.
- I got the world's worst testimonial, and I love every damn word of it. https://t.co/MXNG5xVKW8

[Ben McCluskey @ConcreteCopy]

@EdCallowWrites A2. Turning my damn phone off.

...stupid distracting phone.

#ContentClubUK