RSSCategory: Emotionals

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
Let me tell you a story: the importance of narrative in copywriting

Let me tell you a story: the importance of narrative in copywriting

For some strange reason, a lot of people seem to think the business world should be a grey, lifeless place that exists between 8.30am and 5pm (if you’re lucky). People assume that you’re not allowed to be interesting, that you have to talk in facts, figures and graphs; the boring stuff, basically. You only need […]

April 1, 2014 | By | 1 Reply More
The overlooked art of reassurance in copywriting

The overlooked art of reassurance in copywriting

Reassurance isn’t a term that’s widely used in copywriting. Have a quick scan through the index pages of Cialdini’s Influence, Daniel H. Pink’s To Sell is Human or even Ogilvy’s On Advertising and you won’t find any special preference given to the word. Does that make it redundant? Does the fact that late greats and […]

January 7, 2014 | By | 7 Replies More
Copywriting Infographic: How to Structure a Sales Letter

Copywriting Infographic: How to Structure a Sales Letter

With the help of the always excellent @rhinett, I’ve updated and expanded my popular copywriting infographic… It now covers an entire direct response sales letter. As you can see below, I’ve included the main sections you’ll find on a typical letter and offered some advice on how to handle each. Of course, this is by no […]

December 18, 2013 | By | 2 Replies More