The Pippin A-Z of Copywriting: Punctuation
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Punctuation, like spelling, is a tool of the copywriting trade. It’s important you pay attention to the rules if you want to get your message across. Why? Because it can.. Read More
Top copywriting tips
The Pippin A-Z of Copywriting: Online
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When you are writing copy for the web, all the usual copywriting rules apply plus a few more. Here they are. Rule 1: make it easy to read It’s much.. Read More
The Pippin A-Z of Copywriting: Natural
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My definition of natural touches on what copywriters call ‘tone of voice’. It’s an elusive thing to describe but in essence it’s about sounding natural – sounding like you or.. Read More
The Pippin A-Z of Copywriting: Maslen
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There are thousands of books on copywriting out there. Every copywriter will have their favourite copywriting book or copywriting author – the one they’d recommend above all others. For me,.. Read More
The Pippin A-Z of Copywriting: Listening
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When I get to the end of a discussion with a client, I consider it to have been successful if I’ve finished my coffee while my client has barely touched.. Read More
The Pippin A-Z of Copywriting: Keywords
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The holy grail of every website page is to be at the top of the Google rankings. Lots of factors go to make up Google’s decision about where a page.. Read More
The Pippin A-Z of Copywriting: Jargon
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Firstly, a quick definition of jargon: it’s the words / phrases / abbreviations / acronyms we all use when we’re talking about our work. I’d extend it to include words.. Read More
The Pippin A-Z of Copywriting: Interest
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There’s a copywriting acronym: AIDA. It stands for Attention, Interest, Desire and Action and it covers the four things you need to make sure your writing evokes. We covered Attention.. Read More
The Pippin A-Z of Copywriting: Headlines
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The headline is the single most important line of text in your entire piece of copy. Why? Because if it doesn’t make people want to read on, they won’t. And.. Read More
The Pippin A-Z of Copywriting: Grammar
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Now, when it comes to grammar, there are two types of rule: good rules and bad rules. The good rules are the basics: it really does matter where you put.. Read More