Crack open the Dom Perignon, sear your kobe beef, and dig out your Maldives water-villa brochures. Try a taste of the high-life with luxury copywriter Maisie Prior.
Were you always a writer?
I’ve always loved languages and playing with words. English was my strongest subject at school and then I went on to study Spanish at university.
What did you want to be when you were little?
A schoolteacher. I now teach in a university, so not far off!
How did you get into this crazy game?
To improve my Spanish language skills at university, I applied for an internship at the luxury concierge, villa and events company Deliciously Sorted in Ibiza.
As it was a small team, I was lucky enough to get stuck in with lots of responsibilities including writing copy across email, social and bespoke guides for clients.
What happened at Ted Baker? You stayed a month before going freelance. Not like the coffee?
Ha-ha, not at all. I had a brilliant experience there. They were kind enough to take me on for a short internship after I sent a cold email to the HR team while at university. I was just looking to get my foot in the door but I gained so much more than that.
An amazing copywriter called Jodi Lawler showed me the ropes and really encouraged my creativity – I might not have discovered the wonderful Phrase Thesaurus if it wasn’t for her!
What made you decide to niche-down on luxury? The perks?
The variety. It’s such a broad niche! I can be writing about hotels one day and water the next. A luxury cattle farm dropped into my inbox last week. Spice of life.
Speaking of perks, I see you’ve enjoyed a bit of hospitality here and there. Talk us through some of your adventures.
I was recently fortunate to fly out to the Maldives on a copywriting assignment with the new InterContinental Maamunagau Resort. Let’s just say I got a little too used to the beautiful views, barefoot meetings and having my own butler!
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What’s been the project you’ve had most fun on?
Hotel microcopy! There’s lots of fun to be had with hotel room keys, ‘put your used towels in the bath’ and ‘do not disturb’ signs. Last month, I also enjoyed scripting an Instagram Live for a beauty brand.
How do you think writing for luxury brands differs from other copywriting? Or does it?
A lot of the principles are the same. You’re still having a conversation, capturing people’s attention and appealing to their emotions. An understanding and familiarity with the market helps of course, but I do believe any good copywriter can take on a luxury brief.
Who would be your dream client? Or have you done them all?
I don’t have a dream client per se, but I do always have my eye on a next potential fit. Six Senses is just about to open a resort in Ibiza, which I’d love to be involved in.
Anything you’d give your left arm to have written?
‘You never actually own a Patek Philippe. You merely look after it for the next generation.’
What do you think you’ll be doing in five years’ time?
I hope the same as now. I’m happy with my copywriting/lecturing balance.
Any copywriting books you recommend?
The Copy Book by D&AD. And although it’s not a copywriting book, Company of One by Paul Jarvis has influenced a lot of my business values.
Any copywriting heroes? Apart from me, of course.
All those who have mentored me along the way. Jodi Lawler, Gemma Latham, Theresa Harold and Sophie Walker.
And what do you do for breakfast?
I’m a luxury copywriter fuelled by Rice Krispies! I wonder which one of us coined Snap, Crackle and Pop?
