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RSSCategory: Technicals

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 | Reply More
“I don’t want to have to use this gun”

“I don’t want to have to use this gun”

Imagine you’re living a roguish life as a bank robber in the Wild West… You drift from town to town ‘sticking-up’ the local bank… You’re damn good at it too. Just yesterday you moseyed on in, stuck your gun in the bank teller’s face and delivered your usual “this is a stick-up” line. The teller […]

August 3, 2014 | By | Reply More
Two clever puppets explain why ‘clickbaiting’ is bad

Two clever puppets explain why ‘clickbaiting’ is bad

I’m a huge fan of the Glove and Boots blog. There are very few sites on the web that I actively visit to check for updates, but Glove and Boots is one of them. If you’ve been reading for a while, you’ll remember I first featured them in my 15 other things to do if […]

June 28, 2014 | By | 2 Replies More
See ‘the Four Us’ put into practice LIVE (well, almost live)

See ‘the Four Us’ put into practice LIVE (well, almost live)

One of my mentors, the American entrepreneur and writer Mark Ford, once taught me a simple way to improve problematic headlines using ‘the Four Us’. I’ve written about the idea many times before, but today I thought I’d put it to the test LIVE. Or rather, as I write this article. Why not, eh? Indeed, I’m […]

June 18, 2014 | By | 2 Replies More
The “Live. Die. Repeat.” approach to writing headlines

The “Live. Die. Repeat.” approach to writing headlines

“Live. Die. Repeat.” That’s the tagline of Tom Cruise’s new movie, Edge of Tomorrow. Have you seen it? Basically Tom Cruise gets the blood of an alien on him, which means that whenever he’s killed he returns to the day he got the alien blood on him. He meets Emily Blunt and then he has […]

June 7, 2014 | By | 1 Reply More
An offer you CAN refuse – a better way to deal with trial periods

An offer you CAN refuse – a better way to deal with trial periods

Where did the 30-day trial period come from? Seriously – if you know, please comment below and tell me. If you’ve written copy for online products or services, no doubt you know the 30-day trial well. Or maybe, if you’ve written for a product or service that’s being sold on Clickbank or some other joint […]

May 14, 2014 | By | Reply More
A tiny tweak to your email copy could be hugely profitable

A tiny tweak to your email copy could be hugely profitable

At last count, it was estimated around 300 billion emails are sent on a daily basis. 300. Billion. A day. That’s a damn lot of emails. So, with so much other email copy competing with yours, it hardly seems worth spending much time on it, right? Wrong. Even a small improvement in your email copy […]

February 17, 2014 | By | Reply More
Say hello to a more imaginative salutation in your copy

Say hello to a more imaginative salutation in your copy

I’d like to talk about salutations, my good friend. Or should I say Fellow Copywriter? Perhaps Intrepid Freelancer would be better? Of course, this is my point: There are far more options when it comes to addressing a reader than the classic ‘Dear Reader’. Sure, it’s a small thing. But still, it’s there on a […]

January 23, 2014 | By | 4 Replies More
Did this hard-working piece of copy really kill JFK?

Did this hard-working piece of copy really kill JFK?

In Oliver Stone’s 1991 film, JFK, Joe Pesci plays Dave Ferrie, an American pilot alleged to have been involved in Kennedy’s unfortunate assassination. The first thing you notice about Ferrie are his eyebrows. They’re ridiculous. A quick search on Google images and you see Pesci wasn’t taking artistic license – Ferrie’s eyebrows are ridiculous. Like marker-pen imitations […]

January 14, 2014 | By | 5 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