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Copywriting Techniques

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What’s the most important word in copywriting? Most people would say ‘you’. When I first started out in the industry, I remember one of the first direct response sales letters I wrote was for a personal finance newsletter. The idea was based around an article about the best ways to ask for a pay-rise. A quick check in my old swipe file and the headline ended up being: ‘Are you being ripped off by your…

What connects TV presenter Fiona Bruce, Hollywood actor Orlando Bloom and novelist W. Somerset Maugham? Give up? Well, they’re all from Canterbury. As too is Stephen Marsh… a freelance copywriter and generally good egg. He’s written copy for a vast variety of clients all around the world, including a private detective, which is undeniably cool, right? I caught up with him to discuss writing routines, dealing with emotions and E.L. Doctorow. Here’s what he had…