A sales promotion landed on my desk recently… Nothing new there; being a professional copywriter, hundreds land on my desk every week. But this one caught my eye. Unfortunately, it was for the wrong reason. You see, it wasn’t the headline that caught my attention. In fact, when I got round to reading it, I […]
Category Archives: TECHNICALS
No longer than this… And it should always end with those three little dots, or an ellipsis if you want to be fancy. OK, OK. Maybe the first line of your promo could be a little longer than that. I mean, it’s only four words. But really, it can cheap jerseys only be a LITTLE longer – definitely no more than ten or […]
It’s always that Ogilvy guy, isn’t it? Damn him and his insight. But the fact of the matter is – he was right. I can’t remember in which of his books he mentions it (On Advertising or Confessions of an Advertising Man) and let’s face it, they’re both pretty similar anyway. But yes, he does mention it… […]
Chances are you do… In fact, the better you are at copywriting – the worse it could be. And believe me, left untreated it will worm its way into your brain and leave your copy crippled. You’ll come to write a new promotion and BOOM… it’s gone. You can’t write good copy anymore. Everything you try is a […]
So that you can see where I’m coming from, consider this as the foundation for everything that follows… There are the only three facts about copywriting you need to know (according to me): Copywriting is writing to sell. Period. Full Stop. End of story. Copywriting can sell anything – from a pair of shoes to an abstract […]
Unlike a lot of copywriting pros who’ll tell you to steer well clear of extended metaphors in copy… I like ’em. Or rather, when I’ve used them well in the past they’ve resulted in breakthrough promotions. BUT… Yup, there’s always a ‘but’, right? And the clause in this case is that if you do go with […]
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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 […]