Poor old Boris… Who writes his copy? Because they need their wrist slapping! Seriously, when it comes to communicating with your customers (or rather in this case, constituents) you’ve got to make sure you avoid one thing above all else… You should NEVER patronise them. Unfortunately, that’s exactly what Boris’ recent letter to Londoners does… […]
Category Archives: EMOTIONALS
I took this snap on a weekend away in Minehead; a seaside town in the south-west of England. We were walking along the promenade when I spotted this sign planted above a ramshackle bookcase propped up against someone’s front wall. And just look at it… A nice big, bold headline that has an implicit benefit […]
05
Aug
Aug
For the me, all copywriting Publikum ‘skills’ fall under two distinct catergories… There are the ‘technicals’ – these are issues to do with form (promise, picture, proof, 3 push), sentence structure, pacing, paragraphing, Flesh Kincaid cheap mlb jerseys and ‘boring’ stuff like that. Then there are the ’emotionals’ – this is where you step behind the scenes into people minds (cue the music from The Twilight Zone). You’ll be […]
Who in their right mind thinks about sentence structure whilst they’re having their sausage sandwich in the morning? Well, me. And here’s something for you to think about… For a few moments after reading it, a reader remembers the end of a sentence. Just there you remembered ‘end of a sentence’, right? And having now […]
You’re writing a promotion for an existing service. A business opportunity newsletter, for example. It makes sense cheap nba jerseys to aim Elephant that promotion about at people who are interested in business opportunities. The next logical step is to analyse the characteristics of your current subscribers and use your findings to inform the Tinnitus approach you take in targeting new subscribers. Yeah, […]
To be effective, copy must engage with the reader on a personal level. It’s not an option. It’s essential. Though many copywriters may nod their head in agreement to such a fact; it is startling to see so many promotions, adverts and editorial published – often by people who should know better – that is […]
Whatever your promotion is selling – regardless of which niche you might be working in – the most immediate objection that readers of ANY long copy promtion will raise is exactly the same… “Why the hell should I give you my money?” That’s it. Really. That is it. More advanced copy theory will tell you to think up all […]