Each word matters. Good copywriting matters. Change one, take one away, and the whole thing falls apart.
Category Archives: Writing
Understanding narrative and allowing people to participate in it is a great way to make effective products.
Use copywriting to make your proposition clear but judge it carefully. Know what your customer is looking for and don’t oversell.
Using stories to guide the creation of advertising can lead to a stronger emotional bond with your market.
Don’t use words or terms you think you ought to use – they are too easily spotted and everyone else is already using them badly anyway. Write from your heart in ways that interest you.
Write copy that tells the reader you believe what you are saying. Otherwise you’re screwed.
Copywriting should be as much about entertaining as it is about informing. Think about what your reader will be doing and what they might want.
Balancing experience with listening to the opinions of others can be an essential part of making creativity work for you.
When it comes to writing taglines the first question creatives should ask is: is it really necessary? The second would be: really?
Reminding yourself of the tricks you have at your disposal an be a useful exercise. We are never too old to learn, never too clever to ignore the basics. Without knowing rules, you won’t know when to break them for effect.