RSSCategory: Emotionals

Delayed objections and when to overcome them

Delayed objections and when to overcome them

I’m on the bus back to my London flat in Dalston reading the first draft of a new sales letter a copywriter has just sent me to review. In the time it takes me to get from Leicester Square to the Balls Pond Road, I’ve read it. It flows well, really well. I’m excited to […]

December 8, 2017 | By | Reply More
Show your copy to people who don’t write copy

Show your copy to people who don’t write copy

Copywriters can be precious people… I should know. I am one. And sure, tell me my copy doesn’t work or that I could do something better and once upon a time I would have sulked for a week. Yup, I used to be like that. But these days, I’ve calmed down. I’d like to think […]

December 1, 2017 | By | Reply More
You can’t sell with logic

You can’t sell with logic

I was really impressed with a chap I’ve been working with this week. We’ve been trying to figure out a way to sell his product and have tried numerous angles that just don’t seem to work. So, we jumped on the phone and talked it out. There were a lot of dead ends, unfinished thoughts […]

October 27, 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
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
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
Copywriters: Are you writing truly enough?

Copywriters: Are you writing truly enough?

“And the reader, if the writer is writing truly enough, will have a feeling of those things as strongly as though the writer had stated them.” These days it’s almost cliché to say so… But, as a copywriter, I find the writing of Ernest Hemingway such a useful resource. If you’re not regularly reading his […]

July 1, 2014 | By | Reply More
What hip-hop star Drake can teach you about renewal copy

What hip-hop star Drake can teach you about renewal copy

I’ve been in the cash machine queue half an hour already… But I’m not getting anywhere. Plus, I’m losing the will to live. The drinks queue is equally stupid, and I figure by the time the main act is on, even if I swap queues now, I’ll only have time for one pint anyway. That […]

April 13, 2014 | By | Reply More