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Claude Hopkins

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“A recent study of the advertising now running in our leading magazines shows that less than 20% of the campaigns have a U.S.P.” A U.S.P is a unique selling proposition. It’s something that sets a product or service apart from the competition. But you knew that. And you probably know — deep down — the majority of modern advertising lacks one. Weird thing is: the quote above is not from a creative director lamenting the…

At this time of year, you tend to see every man and his dog laying down their predictions for the year… I find the exercise a bit ‘meh’, to be honest. Predicting how the world will change is a real fool’s errand. Don’t get me wrong… Keeping an eye on how general trends are shifting is worth doing and can help influence your copy to make sure it remains relevant. But trying to predict specific…

One thing that struck me recently is how confused some people are about the kind of copywriting I do. You see I recently sponsored the ProCopywriters Conference in London (#CopyCon17). It was an interesting day, happily spent in the company of 200 or so professional copywriters. You may well have been one of them. If so, you may have even seen me doing my best impersonation of a professional conference attendee, loitering weirdly in the…