Category Archives: MARKETING

Before we get into it

Before we get into today’s email… You’ve no doubt opened an email that starts with a line like this before. But by that point, you’re technically in the email already, aren’t you? So that’s nonsense. It’s too late to say Before we get into today’s email. But people do this in email marketing all the time […]

Form follows function

In 1919 Walter Gropius was appointed head honcho at the Grand-Ducal Saxon School of Arts and Crafts in Weimar. Hardly the catchiest name for a school, is it? It’s one reason you’ve probably never heard of the Grand-Ducal Saxon School of Arts and Crafts in Weimar. But you’ve heard of the Bauhaus, right? That’s because […]

Absolute nonsense

As a species, we love absolutes. Life throws so much crap at us, it’s a relief when someone tells you: This is the way it is, so you don’t need to worry. Sadly, in the world of advertising and marketing, our desire for absolutes means we’re too often misled by self-proclaimed ‘gurus’ and lazy ‘thought […]

Learning to play bass isn’t so different to learning to write copy

An old hymn might seem the last thing to help you become a better copywriter. But you’d be surprised… Do you remember singing Morning Has Broken at school? It was the first tune I ever learned to play on the bass guitar. And to this day I can still remember how to play it. There in the […]

I hope you hate it: A marketing masterclass from Alexander McQueen

Did you hate it?” No, the interviewer replies. “Shame. You’re supposed to,” says McQueen. When it comes to getting someone’s attention, you’ve got to go for emotions. If you don’t at least try, you’re guaranteed to fail. If you’re not thinking about how your audience relates to your writing, you shouldn’t call yourself a copywriter. You’ve […]

37 things I learned about marketing from DIY punk

Before I wandered unwittingly into the world of marketing and became a copywriter, I was a punk. Well, not strictly a punk in the proper sense. I was a little too young for tartan and safety pins. But one element of punk that thrived in the ‘post-punk’ era was the DIY ethic. Driven by record […]