Category Archives for Newsletters

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Science of Copywriting Weekly Newsletter Issue 30

For all those new to the copywriting world, and especially for those new to the Science of Copywriting, this one’s for you. To get some context, read this piece: COPYCATS: https://www.facebook.com/groups/scienceofcopywriting/permalink/1169613766702893/ People have been copying other people’s stuff since “people” was a thing. It’s how we learn. But it’s also how we become villains. It’s […]

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Science of Copywriting Weekly Newsletter Issue 29

If you’re new to copywriting, click on the Getting Started button on the International Copywriters Association [ICA] home page here: https://internationalcopywritersassociation.com/ Getting started in copywriting – or anything for that matter, is about the future, yet the world mostly focuses on the now – not surprising given the current situation of course. But the future’s […]

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Science of Copywriting Weekly Newsletter Issue 28

There is HERD IMMUNITY and HERD COMMUNITY. One is theory, the other is real. The UK government used the theoretical one (herd immunity) as the reason we should carry on in the UK as normal and INCREASE the massive spread of Coronavirus cases (despite WHO rejections). After a day or so, due to massive negative […]

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Science of Copywriting Weekly Newsletter Issue 27

Understanding human behaviour is the top requisite for a copywriter (after the obvious such as being able to write). But what does ‘behaviour’ mean? (unpicking concepts is a major part of the job). Here’s the definition you won’t find in any dictionary. It means ‘doing’. People are always doing things including eating, working, and sleeping. […]

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Science of Copywriting Newsletter Issue 26

We’ve all heard how such and such baseball or football team went from nowhere to champions aided by some magical coach. Some of these happen because the coach motivated the whole team to believe in themselves and their abilities. Some happen because one player motivated the whole team to success by being the best. But […]

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Science of Copywriting Weekly Newsletter Issue 25

The media is obsessed with celebrity, calamity and crime. Anything with a negative angle is hooked up and spun out as though it was newsworthy and important. Why? Every bit of human behaviour happens for a reason. It’s not random. There’s a motivation behind every action and a hidden motivation behind every reaction. To make […]

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Science of Copywriting Weekly Newsletter Issue 24

Last week you may remember I mentioned an international association I am setting up. It’s probably the first of its kind for copywriters, and you’re invited to join. Initially, this will be by invitation only, so please make sure you watch out for yours, which will arrive next month. The idea is to give you […]

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Science of Copywriting Weekly Newsletter Issue 23

The hardest part of any enterprise is starting. We all know that, and we also all know how to do it: Ask questions of people who have done it. We also all know that asking questions gets on people’s nerves (this knowledge comes from whomever brought us up the first time they got angry at […]

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Science of Copywriting Weekly Newsletter Issue 22

I’ve just moved house. It’s been a stressful 48 hours. I have no internet (nor any sign of getting it back in the next few weeks). It should have been switched on moving day but “we’re not quite sure what went wrong, it seems the FTTP portal is not registering your new property, so we’re […]

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Science of Copywriting Weekly Newsletter Issue 21

Last week in the Science of Copywriting I talked about getting your first clients. To get a handle on this, you need to know that ALL businesses exist in one of three states at any one time: 1. They have no clients. 2. They have more clients than they can handle. 3. They have just […]

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