Category Archives for Copywriting

How To Change Moods Part 2 [Copywriting Guides]

How To Change Moods Part 2 [Copywriting Guides]

In part 1 we looked at ego and how it affects our mood. The ego is there to protect us, or at least that’s how we interpret it. In reality, the ego is there to protect itself. Why would it want to let go of the power it has over us? If you’ve ever decided […]

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How To Change Moods Part 1 [Copywriting Guides]

How To Change Moods Part 1 [Copywriting Guides]

What is it that stops us getting what we want? If you’ve been reading my posts here for any length of time, you’ll know this topic comes up again and again. There’s a very good reason for this. What we want determines what we buy. As copywriters, it’s our job to get to the heart […]

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The Four Cornerstones of Copy Part 4 [Copywriting Tips]

The Four Cornerstones of Copy Part 4 [Copywriting Tips]

Want to earn a fortune writing just a few words every day? – or how about 8 figures in 48 months working like crazy so you can retire and do nothing for the rest of your life? [Miss earlier parts of this series? Start with part 1 below] Either way, it’s a couple of examples […]

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The Four Cornerstones of Copy Part 3 [Copywriting Tips]

The Four Cornerstones of Copy Part 3 [Copywriting Tips]

In parts 1 and 2 of this Copy Cornerstones mini series, we looked at Fear and Greed. Today it’s the turn of Envy. When I was 16, I went to a party miles from anywhere, got drunk, slept in a ditch, then attempted to walk home by way of a restricted motorway (ie. no pedestrians […]

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The Four Cornerstones of Copy Part 2 [Copywriting Tips]

The Four Cornerstones of Copy Part 2 [Copywriting Tips]

In part 1 of this series we looked at fear as one of the four cornerstones of copy. Today it’s the turn of Greed – perhaps the most exploited human emotion of all (when it comes to copy villains). To understand it, we use the concept of First Principles (which itself is deeply embedded in […]

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The Four Cornerstones of Copy Part 1 [Copywriting Tips]

The Four Cornerstones of Copy Part 1 [Copywriting Tips]

This week’s mini series covers the four cornerstones of epic copy starting today with Fear. What is it we never want to see, hear, taste, smell, or feel? (and that we’re prepared to go to any length to stop seeing, hearing, tasting, smelling, or feeling). The simple answer is anything that messes with our status […]

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How To Get New Ideas Part 4 [Copywriting Guides]

How To Get New Ideas Part 4 [Copywriting Guides]

Continuing on from part 3 of this mini series “How To Get New Ideas”, here’s a recent question: “does white space in copy lead to more attention?”. Here’s my koanic answer: “never take anything at face value” (full answer in the PS). J K Rowling became the world’s first billionaire novelist (in her own lifetime). […]

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How To Get New Ideas Part 3 [Copywriting Guides]

How To Get New Ideas Part 3 [Copywriting Guides]

Another way to get new ideas is to figure out how something works. For example, advertising relies on one thing: Attention. Luckily, the science of getting attention is simple: Be outrageous. Anything unusual gets attention because it’s in our DNA to notice unusual things. For most species, the most outrageous attention getter is movement (any […]

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How To Get New Ideas Part 2 [Copywriting Guides]

How To Get New Ideas Part 2 [Copywriting Guides]

Here’s another way to get attention when it comes to copywriting (see also part 1 of this mini series on How To Get New Ideas). Pick any current news story and align it with your copy. For example, searching for “top stories” as I write this brings up “Battle of Britain 80th Anniversary Flypast” on […]

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How To Get New Ideas Part 1 [Copywriting Guides]

How To Get New Ideas Part 1 [Copywriting Guides]

One way to get attention is to come up with witty or philosophical quotes. For example, the 13th century Persian poet Rumi said many things, one of which was “You are not a drop in the ocean but an ocean in a drop”. Pen things like that, and you become an overnight guru (provided you […]

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