Exciting?
Try a little experiment with me. Close your eyes for a few seconds and think about an exciting thing you’ve seen, done or experienced. Back with me? Now, about that thing you were thinking of. Was it the product or service you …
Giving your copy the death(ly) sentence
What do a good copywriter and a liberal judge have in common? They both like short sentences. To judge by much of the copy that I see in an average week, there are plenty of people who view long sentences as the …
Things your English teacher told you (and shouldn’t have) – part I
I run regular training courses on copywriting. And every time I do, there comes a point where we discuss some of the sacred cows of written (and spoken) English. Reactions from participants range from knowing nods to looks blending the deepest horror …
There once was an ugly duckling…
What would you say was the most important piece of copywriting in a direct marketing campaign? The envelope teaser? Could be. After all, if people don’t even open the pack, you’ve failed at the first hurdle. How about the headline? Why not? …
Making the leap to print (or the web)
Whether you find copywriting easy or hard, there comes a point when you have finished your final draft. Everyone’s happy: the marketing manager, the marketing director, the managing director, the company mascot. But if you’re writing for print (and even for the …
Why don’t we write as we speak?
I was sitting in the cinema recently, waiting for the film to start. After the ads and the trailers, we were treated to this screen announcement: “The management regrets the necessity of informing patrons that the safety of personal valuables cannot be guaranteed and …
Using offers to raise response
In business-to-consumer mailings, everyone uses offers. I’m sure you’re familiar with the kind of thing I’m talking about: get a free calendar, save £10, win a holiday. But in business-to-business, some marketeers are a little wary. “Our customers are too sophisticated; they’ll …
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