The Future of Copywriting – by Chris Smith
Here is the winning entry in our 2014 Blogging Competition – “The Future of Copywriting”. Among a strong field, Chris Smith triumphed. According to the judges: “A tightly structured and newsworthy article. This piece has a strong and original tone of voice …
Is rigid thinking holding you back from copywriting greatness?
Being a copywriter is a lot like being a chameleon. Not the whole eye-swivelling, gross metre-long sticky tongue rocket thingy, but the ability to blend in with one’s surroundings. In our case, those surroundings are two-fold. The persona of the person on …
Story and its authority and impact (without a particular char.)
How hard is it to put out a blog post that has a point but still has no … in it? I took this on as a task to find out if it was worth it. My work follows. (This is not …
I feel your pain
Understanding how your customer feels is crucial to establishing rapport, trust and, ultimately, the sale. In general, and perhaps a sad reflection on the human condition – or maybe just marketing – we are not selling to contented people. No, that’s not …
What links Darwin, road deaths, cold bugs and long copy?
How do you feel about people who say they don’t believe in evolution? What about folk who claim wearing a seatbelt causes road deaths? Or the ones who want antibiotics for their colds? There’s no evidence for their beliefs. And mountains of it proving …
Maslen on Marketing June 2013: Why double-amputees can make great copywriters
Many laypeople (and not a few copywriters) imagine the job of a copywriter involves sitting at a computer and typing. Well, that’s true as far as it goes. It does involve typing. But in much the same way as the job of …
Why content marketing is a great idea and why the last people to tell you how to do it are content marketing experts
Here are 11 tips of my own for writing effective content. 1 Don’t start with your goal. Clickthroughs, signups or whatever. Instead, begin by thinking about your reader. What would they find interesting, compelling or downright unmissable? 2 Resist the temptation to …
Why wasn’t I told this before? Oh, wait a minute, I was.
I have just read a post by one of the most popular bloggers on content marketing, full of such pearls of bleeding-edge wisdom as: Home and other key pages should have a prominent headline. Poor colour contrast, like grey type on grey, …
A copywriting Christmas carol
It had not been a good day at Scrooge, Marley, Marley. But then, when had Christmas Eve ever been a good day at that benighted advertising agency? One client had defected to their nearest rival, complaining of sloppy thinking and even worse …
Lies, damn lies and SEO copywriting
Is anyone still shelling out cash for “SEO copywriting”? If they are, they are proving the line “there’s one born every minute”. That’s not to say that well written copy, full of rich, relevant detail, isn’t important once the visitor arrives. It’s …
If this is SEO, include me out
Just received this email. Thought it deserved a wider audience. *** Hi, Hope you are doing well.We are an Online Marketing firm based New Delhi India.As per the trends in your industry over 80% of people search for your products/services thorough …
David Ogilvy teaches us how to write for the web
Though I never met him, David Ogilvy taught me more about advertising in general, and copywriting in particular, than anyone else. (Drayton Bird comes second, but only by a Rizla paper’s width.) DO’s wisdom was, for the most part, timeless. He was …
The SEO Copywriting Industry’s Dirty Little Secret
So what’s the deal with SEO (Search Engine Optimisation) copywriting? Can you, by dint of clever wordsmithery, boot a site onto the front page of Google, possibly to the very top? Or is there something else going on? I spent an hour …
Web copywriting is different. No it isn’t! Yes it is!
Well, is it or isn’t it? Copywriter Andy Maslen clicks, scrolls, shares, bookmarks and generally surfs some best practice in online copywriting. Oh, and there’s a case study. Consider these three statements… “When people read online, they lean forward because they are …
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