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In the second of three videos about my writing process, I hope to share with you how to get your ideas down on the page. Once you’ve done your research and you’ve got a load of great ideas bouncing around your brain, the next step is to give them form. Sure, you can just throw everything at the empty page if you like. Indeed, some copywriters recommend you do just that. But I think that’s…

In the first of three videos about my writing process, I hope to share with you an idea that will make your own writing process much easier. But this isn’t something complicated or ground-breaking. Instead, I just want to highlight a mistake I’ve noticed a lot of copywriters make when it first comes to dealing with a new project. It’s a mistake that most clients or employers will actually force you to make… But it’s a…

So this is a trick I teach any copywriter or editor I work with… It isn’t difficult. It isn’t time consuming. And it certainly isn’t fancy. In fact, it’s a very simple and purely technical change you make to your word processor each time you’re writing copy that will be read via email. It’s particularly effective for articles, auto-responder copy and email endorsements. It also returns great results for copy that will be read on…

Brainstorming is a bit crap. Or is it? It’s a difficult one. I say this: You should never disregard brainstorming as a tool for generating ideas. As a copywriter, when it comes to generating original and engaging headlines for a promotion, you’ve got to develop your own style. Me; I tend to pace up and down a lot. I kind of stab my hand about a bit like as though I’m trying to karate chop…

You open your Word document… You stretch out your hands and click your knuckles… You place your palms down on the keyboard and… Nothing. Starting a new promotion isn’t easy at the best if times. But it’s even harder if you haven’t got a strong idea to run with. Yet a lot of copywriters make things so much harder for themselves trying to approach the blank page BEFORE they really know where they’re going. Don’t…