Tag: Copy

A sneak peek inside The Art of the Click

A sneak peek inside The Art of the Click

Something a little different this week… Rather than sharing some insight with you here in this article, we’re going to delve inside my brand new book – The Art of the Click – and quarry some insight from there. You see, my publisher has set up a cool little thing were you can access and read a […]

September 20, 2018 | By | Reply More
Sometimes copy has nothing to do with the words you write

Sometimes copy has nothing to do with the words you write

Before we get into this piece… A thank you. Thank you to all those readers who took part in my live webinar last Thursday (30th August). It was great to chat to you and from the feedback I’ve had, people found it really useful. That’s great. If you were unable to attend but you did […]

September 5, 2018 | By | Reply More
How Kurt Vonnegut could help improve your headlines

How Kurt Vonnegut could help improve your headlines

I think it was Kurt Vonnegut who said it… “If you can’t explain your story to a fourteen-year-old in one sentence, you’ve got a problem with your story.” Something like that. Possibly. And hell, if he didn’t say it, he should have. It sounds like something he’d say. Anyway, it’s a useful little thought. Indeed, […]

August 8, 2018 | By | Reply More
Fintech, Fruit Tea & Feedback: An Interview with André Spiteri

Fintech, Fruit Tea & Feedback: An Interview with André Spiteri

“Er…it’s actually fruit infusion for me.” What? I’d just asked fellow copywriter, André Spiteri, if he prefers putting the milk in before the tea bag or after the water. I live a pretty controversial life myself by putting the milk in first… And in Earl Grey no less, an already-too-weak-tea in most people’s eyes. But […]

July 26, 2018 | By | Reply More
In defence of Love Island: Why copywriters should embrace the tanned twenty-somethings

In defence of Love Island: Why copywriters should embrace the tanned twenty-somethings

I have a confession. Each night, around nine o’clock, my fiancée and I sit down and turn on the television. What we watch might shock you. You see, typically, we don’t watch a lot of television. I’m usually reading. At the moment I’m being very cultured reading Walter Isaacson’s obscenely heavy biography of Leonardo Da […]

July 18, 2018 | By | Reply More
The secret to creating good content: An interview with Gareth Hancock

The secret to creating good content: An interview with Gareth Hancock

David Ogilvy or David Lynch? I ask. “As a copywriter,” Gareth replies, “I’ve got to go with Ogilvy. He’s the main man on Main Street. The don. I did enjoy Twin Peaks as a kid, though.” Charles Bukowski or Charles Saatchi? I continue. “Tough one that. Saatchi has done loads in copywriting and in art, […]

July 11, 2018 | By | Reply More
Modern advertising must learn from the old masters of direct-response

Modern advertising must learn from the old masters of direct-response

“A recent study of the advertising now running in our leading magazines shows that less than 20% of the campaigns have a U.S.P.” A U.S.P is a unique selling proposition. It’s something that sets a product or service apart from the competition. But you knew that. And you probably know — deep down — the […]

June 27, 2018 | By | Reply More
Don’t hide your best stuff: the importance of top-loading copy

Don’t hide your best stuff: the importance of top-loading copy

A long copy sales letter can run to around 10,000 words… Writing so much copy takes a while. So, it figures you’re going to have moments deep into the writing process when fresh inspiration comes. I had this recently with a letter I’ve been working on for a financial newsletter in the US. The idea […]

June 14, 2018 | By | Reply More
Pre-order The Art of the Click on Amazon now

Pre-order The Art of the Click on Amazon now

It’s alive. Well, almost. It’s definitely on Amazon. Look, you can click here and see it. And I’m definitely excited. Look, I’m doing a big thumbs up and everything. Yes. Shout it from the hills. My first proper book on direct-response copywriting is finally available to pre-order and I can begin to tell you all […]

June 5, 2018 | By | Reply More
Right place, right time: Tailoring your copy for the situation

Right place, right time: Tailoring your copy for the situation

There’s a lot to be said for copy that’s in the right place at the right time. I was reminded of this recently when out on the field behind our house walking Pablo. Having done his business in the usual spot, I headed over to the dog waste bin to deposit it. On the side […]

May 30, 2018 | By | Reply More