Category Archives for Copywriting

The Ultimate Guide To Wants And Needs Part 3 [Copywriting Guides from the ICA]

The Ultimate Guide To Wants And Needs Part 3 [Copywriting Guides from the ICA]

In part 1 of this series we talked about the holy grail of persuasion – needs and wants. In part 2 we looked at the secret ingredient – wants. Now in part 3 we wrap it up with needs and how dealing with needs will help you create a long lasting and reputable business. Whilst […]

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The Ultimate Guide To Wants And Needs Part 2 [Copywriting Guides from the ICA]

The Ultimate Guide To Wants And Needs Part 2 [Copywriting Guides from the ICA]

In part 1 we identified wants as the unnecessary things in life, and needs as the necessary things. We also revealed that wants are never enough – whatever we get is soon forgotten in the race to get more. Or, put another way, desire is rarely if ever fulfilled. We might feel satisfaction at getting […]

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The Ultimate Guide To Wants And Needs Part 1 [Copywriting Guides from the ICA]

The Ultimate Guide To Wants And Needs Part 1 [Copywriting Guides from the ICA]

Every half decent copywriter on the planet has heard of wants and needs. We sell the want but deliver the need (or at least we do if we care enough about what we’re doing and who we’re doing it to). These two words, wants and needs, are by far the most important terms you need […]

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How To Get Attention That Surpasses All Competition Part 3 [New Copywriting Ideas]

How To Get Attention That Surpasses All Competition Part 3 [New Copywriting Ideas]

Why is desperation so important? (read parts 1 and 2 first if you missed them: https://scienceofcopywriting.com/copywriting/how-to-get-attention-that-surpasses-all-competition-part-1-new-copywriting-ideas/ ). First off, desperation is rarely talked about (instead we hear phrases like “what keeps your prospects awake at night?” and “find the pain, solve the problem” – actually, I just made that last one up, but you know […]

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How To Get Attention That Surpasses All Competition Part 2 [New Copywriting Ideas]

How To Get Attention That Surpasses All Competition Part 2 [New Copywriting Ideas]

Can you get attention just by being you? In other words, by being who you are and acting that way in every interaction, is that enough to get the attention you need to get the clients you need to earn the money you need to become a full time professional copywriter? [Click here for part […]

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How To Get Attention That Surpasses All Competition Part 1 [New Copywriting Ideas]

How To Get Attention That Surpasses All Competition Part 1 [New Copywriting Ideas]

Last week I talked about USPs and that without one it’s hard to get attention. Also, as I’ve previously said, you’d think that would be obvious, but the funny thing is, it isn’t. Everyday we see ordinary stuff pouring out like tap water – from blog posts to social media to PPC ads. We see […]

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How To Come Up With A USP When You Don't Have One Part 3 [Copywriting Guides]

How To Come Up With A USP When You Don’t Have One Part 3 [Copywriting Guides]

Without a USP we have no big idea or anything else. Even if we’re geniuses or have genius products, we’ll still be perceived as run of the mill mediocre. And if we write for clients and they have no USP (or none we can find), they’ll be perceived as mediocre too. This is no position […]

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How To Come Up With A USP When You Don't Have One Part 2 [Copywriting Guides]

How To Come Up With A USP When You Don’t Have One Part 2 [Copywriting Guides]

In part 1 of this series on USPs (which could have been titled: “how to stand out in a crowded market”) we looked at one company and how they’ve changed their USP over the course of a hundred years. So today it’s time to look at what’s happening now – starting with the idea of […]

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How To Come Up With A USP When You Don't Have One - Part 1 [Copywriting Guides]

How To Come Up With A USP When You Don’t Have One – Part 1 [Copywriting Guides]

A Unique Selling Point/Proposition (USP) is how you position yourself, a product, or a company to your market to let them know a) you exist, b) you’re different, and c) why they should buy whatever you’re selling right now. But searching for a USP when one doesn’t exist can be a little daunting. For example, […]

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How To Use Negativity In Your Copy Part 3 [Copywriting Knowhow]

How To Use Negativity In Your Copy Part 3 [Copywriting Knowhow]

In part 1 we looked at envy, in part 2 we looked at greed, so in part 3 we’ll cover the most negative emotion known to us. This is kind of sad because I’m writing this on Christmas Eve, and if anything, it should be about hope, merriness, and a brighter future. But hey ho, […]

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