Latest Articles

Why every copywriter should ‘go old school’

Why every copywriter should ‘go old school’

One thing that struck me recently is how confused some people are about the kind of copywriting I do. You see I recently sponsored the ProCopywriters Conference in London (#CopyCon17). It was an interesting day, happily spent in the company of 200 or so professional copywriters. You may well have been one of them. If […]

October 20, 2017 | By | Reply More
A simple, 3-step formula for writing adverts that work

A simple, 3-step formula for writing adverts that work

I want to take some time to write up a presentation I’ve given a couple of times on writing adverts. Though my thoughts on this were targeted towards writing adverts specifically for email (i.e. to be used in email newsletters like this one), the theory can be used for most advert varieties. So, whether you’re […]

October 13, 2017 | By | Reply More
Never waste a piece of copy

Never waste a piece of copy

Working in the world of direct response is great. Why? Because it’s cold, hard and emotionless. Wait. That doesn’t sound good. But it is. Trust me. Of course, we copywriters spend the majority of our time desperately trying to inject emotion into our writing and into our readers… But in the true light of day, […]

October 6, 2017 | By | Reply More
Forget your fancy ideas, they’re nothing without value

Forget your fancy ideas, they’re nothing without value

The local shop in my village has finally figured out the perfect marriage of impulse purchase and value. There I am… Waiting for the assistant to pack my stuff and ring it through the register… And I notice them… Four Kit Kats for £1. I know I shouldn’t. But four… FOUR… for just £1. That’s […]

September 29, 2017 | By | Reply More
Time management tips for direct response copywriters

Time management tips for direct response copywriters

Copywriting should be fun. It should be challenging too. But if you’re finding it too challenging, it’s wearing you down or it’s taking up too much of your time… You’re probably doing something wrong. So here I want to give you some tips on how to better manage your time as a copywriter. Most of […]

September 22, 2017 | By | Reply More
The C.I.A. secret for identifying good ideas

The C.I.A. secret for identifying good ideas

Before you write any piece of copy, you need to figure out if the idea you’re writing about is any good. If your idea sucks ass, your copy will suck ass. Worse: A bad idea will make it even harder to write the suck-ass copy, which is just dumb. Why spend extra time writing bad […]

September 15, 2017 | By | 1 Reply More
Let Your Reader’s Imagination Run Free

Let Your Reader’s Imagination Run Free

Your reader is often better at creating stories for themselves than you are at creating stories for them. Ugh… There’s a chewy sentence! Hardly the most engaging, right? So, thanks if did you chew through it and got to this one. Indeed, despite that sentence being a total mouthful, I do think it’s the most […]

September 10, 2017 | By | 1 Reply More
New copywriters make this ONE mistake all the time

New copywriters make this ONE mistake all the time

You can’t prove that your exciting new product works before you’ve proved that it’s exciting in the first place. Think about that. Because it’s a flaw with long direct response copy that I see over and over. Too soon a copywriter will start trying to prove a product works before they’ve proved to the reader […]

October 19, 2015 | By | 1 Reply More
An Open Invitation to all UK Copywriters

An Open Invitation to all UK Copywriters

It’s been a while… But I’m glad to be back in touch today with a very exciting opportunity for you. As you may know, for many years now I’ve worked with a company called Agora. For those who don’t know about Agora – it’s an international publishing business that was built out of the direct mail days […]

April 9, 2015 | By | Reply More
Why you should sit on your arse and read more

Why you should sit on your arse and read more

Hurrah! I’ve finally got a chance to relax and take the time to say hello. More than that, I want to share some thoughts that I’ve been having since I attended a writing retreat in France last month. But before I do anything… I should apologise: I’ve been out of action for a little while. […]

October 26, 2014 | By | Reply More