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 […]
Tag Archives: COPY
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 […]
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 […]
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 […]
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 […]