Tag: Sales Letter

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
Never waste a piece of copy

Never waste a piece of copy

Working in the world of direct response is great. Why? Because it’s cold, hard and emotionless. Wait. That doesn’t sound good. But it is. Trust me. Of course, we copywriters spend the majority of our time desperately trying to inject emotion into our writing and into our readers… But in the true light of day, […]

October 6, 2017 | By | 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
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 | 3 Replies 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
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
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