12 March 2018 4:09 pm
As part of the talk I’ve been preparing for the University of Gloucestershire’s Creating Futures event, I’ve been thinking about the skills I think you need to have if you’re..
9 March 2018 5:34 pm
According to Aristotle, if you want someone to be persuaded by your argument, logic is less important than whether they like and trust you. I’d love to say I learned..
2 March 2018 12:24 pm
I opened the March edition of my BBC Good Food magazine and was immediately wowed by this ad for Green & Black’s ice cream. It’s perfect – it’s perfectly pitched..
23 February 2018 12:09 pm
There are two types of writing in the world: writing that’s a pleasure to read and writing that’s a chore. Writing that zips along and writing that makes you want..
16 February 2018 9:29 am
There’s a very quick test you can carry out to find out whether your marketing copy is likely to appeal to your readers. Count the number of times you say..
9 February 2018 4:59 pm
(Have you any idea how hard it is to think of a copywriting term that begins with X? Well, let me tell you, it’s impossible. Which is why in my..
2 February 2018 11:08 am
The only question your copy needs to answer is the only question your reader really cares about: what’s in it for me? In other words, why should your reader buy..
26 January 2018 10:59 am
Many people’s view of copywriting as a service is bafflement. Why pay someone to write some sentences when you’re perfectly capable of writing some sentences yourself? It’s a view I..
19 January 2018 4:19 pm
USP can stand for a couple of things: Unique Selling Point or Unique Selling Proposition. However, whichever option you choose, what we mean by USP is always the same thing...
12 January 2018 3:21 pm
A quick thought on testimonials: use them. Some longer thoughts on testimonials… Testimonials are important because they back up what your copy has told them about how good you are. (Equally,..