I must be stupid. I know, I know. You were thinking that anyway. But I reckon we can confirm it now. Having always been a pretty sensitive guy who doesn’t like criticism, you’ve got to wonder why I’ve spent the last twenty years doing something where I receive criticism every day. Sure, sometimes the criticism […]
An exciting bit of news here. You see, I can finally invite you to become a part of the secret project I’ve been working on with my good friend and copywriting expert, Nick O’Connor. Like me, Nick is a former Agora man. He’s written direct response copy that has made millions over the years. Despite […]
As a copywriter, you’re not going to be on the money every time. Sometimes you’re going to get it wrong, and your ideas will fall slightly wide of the mark. That’s just the way it is. If you think any copywriter gets it right 100% of the time, you’re mad. And if you think you […]
There’s a piece of copywriting advice that gets thrown around a lot. I think it’s about as helpful as being represented in court by a hysterical, drunken crab in a case where you’ve been accused of employing crustaceans in inappropriate positions and intoxicating said crustaceans, particularly decapods, against their will. To be clear: it is […]
Hello you. It’s been a while. I hope you’re doing good, and things are going well? I know what you’re thinking… It’s either: A) What are you doing contacting me like this? You said we’d meet at the back of the warehouse. B) Do you remember Harold Bishop from Neighbours? Or… C) Glenn, where have you been, you crazy, […]
We find ourselves in bed with George Orwell and Eileen O’Shaughnessy. It’s late, but as ever, George sits up with his back on the headboard, manuscript on his lap, reading aloud to his young wife. “I love that line and the story’s really coming on, Eric, but you should make them all animals,” says Eileen. “A fat […]
So, it turns out this Superman bloke is a pretty tough guy. He can bend steel with his bare hands. He can fly around the earth to reverse time. He can even make the milk in your latté extra hot just by looking at it. But, sometimes, it all gets a bit much, even for […]
Who is your customer? What precisely do you want them to do? And what would make them do it? To write any piece of copy you need to ask these three questions of your customer. If you don’t, you’ll struggle to persuade anyone to do anything. You probably agree. They seem pretty obvious, pretty sensible […]
As a copywriter, your job is to communicate ideas. It’s something I do almost every day, for companies of all shapes and sizes, all around the world. Trouble is, in writing for those folks, I don’t often take the time to communicate with myself. Maybe you’re the same. Maybe you think so much about how […]
In my office, there are five paintings. Not originals, of course. If they were, I’d wear far more gold top hats than I currently do. But as I sit here – slightly frazzled having just been working on my new book – I’ve been looking at them and thought it would be interesting to share […]