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Direct-Response Copywriting

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I’ve been in the cash machine queue half an hour already… But I’m not getting anywhere. Plus, I’m losing the will to live. The drinks queue is equally stupid, and I figure by the time the main act is on, even if I swap queues now, I’ll only have time for one pint anyway. That means the little cash I have on me will cover a pint for me and wine for Lin, and a…

“Write Better Copy is a life jacket for those who are dipping their toe into the wild marketing waters and sinking,” writes Blanca. She’s a fellow copywriter and journalist who picked up my Write Better Copy guide looking to understand more about how copywriting works. She continues: “When I started to study copywriting, I desperately needed the right tool to tidy all the information I was receiving in my mind. I found it in Write…

At last count, it was estimated around 300 billion emails are sent on a daily basis. 300. Billion. A day. That’s a damn lot of emails. So, with so much other email copy competing with yours, it hardly seems worth spending much time on it, right? Wrong. Even a small improvement in your email copy can make a huge difference to the bottom line. But as copywriters, we forget this sometimes. We think of email…

I’d like to talk about salutations, my good friend. Or should I say Fellow Copywriter? Perhaps Intrepid Freelancer would be better? Of course, this is my point: There are far more options when it comes to addressing a reader than the classic ‘Dear Reader’. Sure, it’s a small thing. But still, it’s there on a letter for a reason and to overlook it is not only lazy… it’s a missed opportunity to make a stronger…

As a copywriter, you likely spend a ton of your time trying to come up with new and original subject lines to grab attention. It’s hard work, right? So let me ask you… Should you even bother? Especially when there’s a way you can hijack existing subject lines – that are otherwise considered boring – and use them to far outperform anything original you might think up. Hmmm – that sounds interesting. And get this:…

‘When we tell stories about creativity…we neglect to mention those days when we wanted to quit, when we believed that our problem was impossible. Instead, we skip straight to the breakthrough. We tell the happy ending first. ‘The danger of this scenario is that the act of feeling frustrated is an essential part of the creative process. Before we can find the answer — before we can even know the question — we must be…

For months my partner couldn’t sit. In fact, she could hardly walk. And at the lowest point, it seemed like the problem would never go away. Physical therapists advised exercises, strapped tape across her bum (I’m still not sure why) and prescribed painkillers to mask the discomfort. Still, nothing improved. Eventually an MRI scan was ordered. The cause of the problem was discovered: a prolapse in the L4/L5 lumber region. To you and me: a…

Drayton Bird wants me shot… I’m not sure if he’s aiming for a fatal wound or if he just wants to ‘see me dance’ as per the poker scene in Goodfellas. Either way, it’s not every day that a legend of the copywriting industry issues a bounty on your head. So, what happened? Well, as usual, it’s my fault… I asked too many questions. After the popularity of my previous expert interviews with the likes…

Apologies to those who missed the June reading list. Due to me travelling so much last month, I wasn’t able to put one together. But I’ve taken this opportunity to slightly change the angle of my reading lists. Whereas before I was telling you what I’ll be reading over the next month, from now on I’ll reveal the three best books I’ve read recently. This way, you can be sure that each of my recommendations…

I’ve just published a new book for Kindle… Buy This Now: A Beginner’s Guide to Direct Response Copywriting. Inside I’ve brought together ten simple rules that I recommend you follow when it comes to starting out in your copywriting career. This isn’t abstract stuff. It’s specific advice that you can apply to any copy you’re working on. From understanding the importance of a varied vocabulary to learning how to swallow your creative pride, Buy This…