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PLEASE NOTE: Competition entries must be received BEFORE midnight on Friday 16th November. Pablo is a dog. When he’s not doing typical dog things, he spends most of his time observing his owner – the author, speaker and copywriter, Glenn Fisher. He watches him write copy, prepare talks and discuss marketing with various business folks. In doing so, he’s picked up quite a few insights into the world of advertising and marketing. He originally wanted…

At the end of the 80s there was really only one widely recognised skateboarding company: Powell Peralta. Started by two of the biggest names in skateboarding – particularly Stacey Peralta – the company was very successful. Indeed, it was pretty much the team to ride for. Its elite skating team – the Bones Brigade – included a young Tony Hawk. Nowadays, he’s perhaps the only universally recognised name in skateboarding. Another famous rider who you might…

I was recently in the hot seat for a monthly live Twitter event organised by ProCopywriters called #ProCopyChat. It’s basically an hour where the guest fields questions about copy. It was pretty intense with chatter flying all over the shop, but it was also a lot of fun. In case you didn’t get to catch the event live, or wanted to review my answers all in one place, I thought it would be a good…

Before we get into this piece… A thank you. Thank you to all those readers who took part in my live webinar last Thursday (30th August). It was great to chat to you and from the feedback I’ve had, people found it really useful. That’s great. If you were unable to attend but you did pre-order the book, you should have received an email from me with the recording. Plus…you should have received a link…

“Er…it’s actually fruit infusion for me.” What? I’d just asked fellow copywriter, André Spiteri, if he prefers putting the milk in before the tea bag or after the water. I live a pretty controversial life myself by putting the milk in first… And in Earl Grey no less, an already-too-weak-tea in most people’s eyes. But blimey… This Spiteri chap blows my blasphemy out of the water. “Yeah,” he goes on, “I’m not a tea drinker…

A long copy sales letter can run to around 10,000 words… Writing so much copy takes a while. So, it figures you’re going to have moments deep into the writing process when fresh inspiration comes. I had this recently with a letter I’ve been working on for a financial newsletter in the US. The idea I’m writing about is a live one and new stories are breaking all the time about what’s going on in…

A few weeks ago I sat down to speak with expert copywriter, Vikki Ross (of Sky, The Body Shop and Hotels.com fame). The feedback I received was great and I’m glad so many people found it useful. You’ll be pleased to know I’ve got a lot more interesting interviews planned… In fact, next week, I’ll be sharing an interview I just recorded with the legendary Drayton Bird. But after our interview Vikki decided it would…

Imagine you’re living a roguish life as a bank robber in the Wild West… You drift from town to town ‘sticking-up’ the local bank… You’re damn good at it too. Just yesterday you moseyed on in, stuck your gun in the bank teller’s face and delivered your usual “this is a stick-up” line. The teller knew the score straight away and handed over the bag of swag. You moseyed on out. But you have a…

Reassurance isn’t a term that’s widely used in copywriting. Have a quick scan through the index pages of Cialdini’s Influence, Daniel H. Pink’s To Sell is Human or even Ogilvy’s On Advertising and you won’t find any special preference given to the word. Does that make it redundant? Does the fact that late greats and modern thinkers alike haven’t targeted the concept of ‘reassurance’ mean that it isn’t something to think about? No way. I…

Are copywriters born? I’m not so sure. I have a different theory. More often than not it is chance – a strange series of events lead us towards the discipline. It’s what happened to me and it’s what happened for freelance copywriter, Alastaire Allday. For Alastaire it was the perfect outcome – having already worked on campaigns for the likes of Sony, Nescafé, and Oasis, he’s also already penned his first book ‘Think Like a…