Category Archives for Copywriting

To Write Successful Copy, You Need To Be Aware Of The Three Great Scales Of Copywriting

To Write Successful Copy, You Need To Be Aware Of The Three Great Scales Of Copywriting

Following on from yesterday’s piece, there are three states of belief: Positive, Negative, and Indifferent. People with a positive belief in something are the cream of the crop when it comes to audience selection. Negative are second, and the indifferent are last. There is also more than one scale when it comes to audience selection. […]

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How To Create Viral Copy Using The Top Two Human Behaviour Motivators And How News Media Benefits From Bad News

How To Create Viral Copy Using The Top Two Human Behaviour Motivators And How News Media Benefits From Bad News

Corona virus is in the news. It’s gone viral for all the wrong reasons. Every time we hear that someone else is having a hard time, it makes us feel lucky (and that feeling is why we lap up bad news). Here in the West including Europe, the major drug companies (and government health departments) […]

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The Four Fundamental Questions Every Copywriter Needs To Ask Every Time They Write A Piece Of Copy

The Four Fundamental Questions Every Copywriter Needs To Ask Every Time They Write A Piece Of Copy

When we speak to friends and family or write in our private journal, we rarely embellish our words. For example, if you read my personal journal, you’d be bored stiff. “Got up late. Spent last night figuring out some minor details for the ICA. Still stuck.”. And so on. When someone new to copy writes […]

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How To Think About Writing Compelling Guarantees That Won't Cost You The Company

How To Think About Writing Compelling Guarantees That Won’t Cost You The Company

On LinkedIn, a copywriter was recently asked if he could guarantee his copy would get more business. He said no, but was worried he should have said yes. I told him he did the right thing (we cannot control other people unless we lie, cheat, or steal). But one person replied “of course you should […]

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Understanding How The World Works For Successful Copywriting

Understanding How The World Works For Successful Copywriting

Every day we make choices. Some of them are automatic (like waking up – our body chooses to – maybe by responding to an alarm), some of them are deliberate (because we need to decide to do one thing or another), some are directed by our inner needs (we choose to eat), but most are […]

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If David Ogilvy Knew Anything, It Was The Idea Of The BIG IDEA.

If David Ogilvy Knew Anything About Copywriting, It Was The Idea Of The BIG IDEA.

If David Ogilvy had ever talked about association, he would have said: “Think carefully about association. Never associate bad things with your product unless you want your product to be associated with bad things.”. He built his copywriting business from scratch at the age of 25 – and did it in 6 months after taking […]

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Copywriting Tips - Convention vs Risk

Copywriting Tips – Convention vs Risk

There’s one pattern most humans love to follow. It’s called convention. We do it to feel secure. Very few people want to stand out, which gives copywriters a big advantage (because we know how to do that when required). Standing out in a conventional way is subtle though. Most of us are acutely aware when […]

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How To Know Villain Copywriters From Hero Copywriters

How To Know Villain Copywriters From Hero Copywriters

Every time the bad guys win, they kill themselves and the world a little more. They don’t know this, which is why they continue to do it. Objectively, it’s just short-sighted thinking (and short-term obviously). It’s the same with climate change deniers. There’s no point denying that the climate is changing, because it evidently is. […]

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Copywriters And Swipe Files - What You Need To Know

Copywriters And Swipe Files – What You Need To Know

I’m often asked where sales copy examples can be found, and whilst most people suggest sites like swiped.co etc., the real answer is they can be found everywhere. The reason people ask is because sales copy has a mystical quality about it. If it’s possible to write a single sales letter that makes multi-millions then […]

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Triggering Events and Invoking Emotions Used In Copywriting

Triggering Events and Invoking Emotions Used In Copywriting

When we see an injustice, most of us are moved emotionally. As we see it unfold further, that emotion starts to build until eventually it motivates us to take action. This is a good example of how copywriting, when done well, can move people from almost any state of awareness, to full awareness and action. […]

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