Yesterday one of my copywriting contacts blogged about how writing for clients and adopting their tone of voice meant that she had lost her own personality. Although Rachel can write compelling text for her clients, she noticed that her own...
Every time Matt Cutts opens his mouth, the SEO industry goes into meltdown. As Google’s “head of webspam”, his job is to tweak algorithms in any way he sees fit to deliver the best possible search results to customers. Oh,...
Stupid question, right? But… 1. The success of the World Wide Web has been led by US companies. 2. The rest of the world has got used to reading website text in ‘American’ English. You can even prove it for...
Some years ago, novelist Kurt Vonnegut outlined eight rules for writing a good short story. Of those eight rules, five apply directly to great copywriting: 1. Use the time of a total stranger in such a way that he...
If you’ve ever used Facebook, you’re bound to have encountered at least one Top 10 listicle. Incredibly popular with sites like Reddit and Buzzfeed, these top 10 list blog posts promise all kinds of awesome entertainment and excitement. But the...
As well as being asked “what is a copywriter?“, I am occasionally asked “what is a technical writer?”. Wikipedia provides the following succinct definition: “A technical writer is a professional writer who engages in technical writing and produces technical documentation...
Occasionally I run into the question ‘what is a copywriter?’, when I tell people what I do for a living. Most have some idea that writing is involved, but sometimes people assume I am in fact fighting piracy. What...
January, apparently, is “International Creativity Month”. “A month to remind individuals and organizations around the globe to capitalize on the power of creativity,” claims the originator Randall Munson [his spelling, not mine]. It’s easy to understand Munson’s rationale. A new year offers...
Some time ago I wrote a short series of articles about different copywriting techniques you could use to distinguish your business from the competition. One of those techniques I named “Assassination”, because the aim was to discredit your competitor through...
I love this advert. I have seen it a few times on the London Underground and I am still amazed by its simple genius. In just eight words, the copywriter has managed to touch on current affairs, celebrity gossip and the...
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