Coming up with a headline that will grab your reader’s attention is hard. You might spend weeks writing and testing different ideas for nothing. Even if the product or service you’re selling is amazing, it doesn’t necessarily make writing a captivating headline any easier… But there is an exercise you can do that will help […]
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When someone decides to pay money in return for a product or service, it’s a serious thing. Good copy should respect that. I was sat in a meeting recently when a sales letter I had written was brought up on the screen. Though I naturally recognized it as mine, the people I was meeting with […]
Whatever you think about Woody Allen ‘the man’… As a filmmaker, he’s made some truly great films. That’s a simple fact. For what it’s worth, I think he’s a brilliant writer, a great director and a good actor…. You only have to look at Annie Hall, Manhattan, Hannah and Her Sisters, Play It Again, Sam, Deconstructing Harry, […]
As with most things in modern art, the first time it happened, it was down to Picasso… He painted a picture of a chair, but not satisfied with paint alone, he stuck an actual chair on the canvas. Surrealist Marcel Duchamp, took it a step further, and in 1917, he just signed a toilet, turned […]
Dear Reader, It’s an objection that’s often raised… If handled badly, it can destroy a promotion. But get this right and it could be one of the most important things you do. AllGoodCopy.com reader, Jon Steel, asked an interesting question about this very subject on the website recently: “Is there a good technical reason why […]
Copywriters can be precious people… I should know… I am one. And sure, tell me my copy doesn’t work or that I could do something better and once upon a time I would have sulked for a week. Yup, I used to be like that. But these days, I’ve calmed down. I’m wiser. You see, […]
Aristotle’s idea was to start in the middle… And I have no doubt that in creative writing classes all around the world they’re preaching the same message as we speak. But hey, I was brought up under contrarian copywriter supreme, Bill Bonner, so why not throw a spanner into Aristotelian theory. Someone’s got to, right? […]
Copywriters aren’t often too kind to subheads… In fact, most of the time subheads are treated as nothing more than punctuation. Indeed, one of the uses of subheads in long copy sales promotions is to punctuate copy… but it is just ONE use. There are many more. The fact is, having strong subheads throughout your promotion […]
It was about four years ago… Michael Masterson flew into London to meet with us young copywriters to teach us a thing or two. He actually taught me a fair bit, but one thing stuck above all else. Ironic really, because that one thing was his concept of ‘the power of one’! Seriously though, whether […]