Tag: Emotionals

The Seven Stages of a Desperate Copywriter – Guest Post

The Seven Stages of a Desperate Copywriter – Guest Post

‘When we tell stories about creativity…we neglect to mention those days when we wanted to quit, when we believed that our problem was impossible. Instead, we skip straight to the breakthrough. We tell the happy ending first. ‘The danger of this scenario is that the act of feeling frustrated is an essential part of the […]

August 15, 2013 | By | 1 Reply More
An inspirational way to end a direct response sales letter

An inspirational way to end a direct response sales letter

I want to talk about the end… The moment you know the inevitable is upon you. The moment you see everything flash before your eyes and wonder if you’ve done enough. The moment you quietly whisper into the vast, empty abyss and ask… Dear reader, do you actually want to buy this? Yes – I’m […]

March 21, 2013 | By | 3 Replies More
Speak to your mate because your reader isn’t listening

Speak to your mate because your reader isn’t listening

I blame Dostoyevsky… Even his name is difficult to read. Is that even how you spell bloody Dostoyevsky? Who knows? Who cares? OK. OK. Yes, I accept – he probably was one of the greatest writers that have ever lived… And yes, his novels are deeper than a deep thing that’s very deep. But here’s […]

November 28, 2012 | By | 1 Reply More
A copywriting great no copywriter knows about

A copywriting great no copywriter knows about

At the end of the 80s there was really only one widely recognized skateboarding company: Powell Peralta. Started by two of the biggest names in skateboarding – particularly Stacey Peralta – the company was very successful. Indeed, it was pretty much THE team to ride for. Its elite skating team – the Bones Brigade – […]

September 18, 2012 | By | 5 Replies More
Does your copy embarrass you AND your customer?

Does your copy embarrass you AND your customer?

When someone decides to pay money in return for a product or service, it’s a serious thing. Good copy should respect that. I was sat in a meeting recently when a sales letter I had written was brought up on the screen. Though I naturally recognized it as mine, the people I was meeting with […]

July 19, 2012 | By | 3 Replies More
If it’s boring: it’s boring. Don’t pretend otherwise!

If it’s boring: it’s boring. Don’t pretend otherwise!

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’m wiser. You see, […]

April 12, 2012 | By | 3 Replies More
Spend more time on this forgotten part of your promotion

Spend more time on this forgotten part of your promotion

Copywriters aren’t often too kind to subheads… In fact, most of the time subheads are treated as nothing more than punctuation. Indeed, one of the uses of subheads in long copy sales promotions is to punctuate copy… but it is just ONE use. There are many more. The fact is, having strong subheads throughout your promotion […]

February 23, 2012 | By | 1 Reply More
Boris Johnson turns copywriter but screws up a nice idea

Boris Johnson turns copywriter but screws up a nice idea

Poor old Boris… Who writes his copy? Because they need their wrist slapping! Seriously, when it comes to communicating with your customers (or rather in this case, constituents) you’ve got to make sure you avoid one thing above all else… You should NEVER patronise them. Unfortunately, that’s exactly what Boris’ recent letter to Londoners does… […]

October 21, 2011 | By | 1 Reply More
Sometimes it’s the simple things that work best

Sometimes it’s the simple things that work best

I love this… I took this snap on a weekend away in Minehead; a seaside town in the south-west of England. We were walking along the promenade when I spotted this sign planted above a ramshackle bookcase propped up against someone’s front wall. And just look at it… A nice big, bold headline that has […]

September 5, 2011 | By | Reply More
Be sure to always make your copy personal

Be sure to always make your copy personal

To be effective, copy must engage with the reader on a personal level. It’s not an option. It’s essential. Though many copywriters may nod their head in agreement to such a fact; it is startling to see so many promotions, adverts and editorial published – often by people who should know better – that is […]

August 5, 2011 | By | Reply More