May 31st, 2018
Just a quick news update today… Over the last 16 years, I’ve delivered quite a bit of copywriting training. Some to corporate marketing and writing teams, some to aspiring copywriters, some to my own teams and freelancers. But I’ve never offered it as an ‘official’ service. You know… official enough to be featured on the Divine […]Read more...
December 6th, 2017
I’ve said in the past that I don’t care what qualifications aspiring copywriters have. And I still don’t. When I’m looking to outsource or employ someone, all I care about is their portfolio and their attitude. I’ve also said in the past that if you’re considering training because you want to learn to be a […]Read more...
June 30th, 2016
A question from an aspiring copywriter This morning an aspiring copywriter asked me: “You mentioned you had no formal training in copywriting. Where did you learn the technique when you just started out? Books? The internet?” As always, I ended up with an essay for an answer, so I thought I’d share it here… My […]Read more...
October 14th, 2008
!Short post warning! If there’s one piece of advice I’d offer to copywriters (other than embrace SEO), it’d be, “Use more contractions!” I’ve lost count of the number of freelancers who’ve sent me samples chock-full of things like “we will” and “you are” and “we are”. Even fairly conservative audiences like to read the way […]Read more...
May 30th, 2008
We all know the advertising truism: focus on the positives, not the negatives. You’ll sell more by talking up the benefits of buying, than you will by harping on the risks of not. In his book, ‘Scientific Advertising’, legendary ad-man, Claude Hopkins, says: “We are attracted by sunshine, beauty, happiness, health, success. Then point the […]Read more...
March 31st, 2008
Just read some very interesting statistics presented by one of my favourite writers, Gerry McGovern. (The statistcis weren’t from his research; he was just discussing them.) According to a February 2008 study published by the Association of National Advertisers and Forrester Research, “Sixty-two percent of marketers believe traditional television advertising has become less effective in […]Read more...
December 13th, 2006
Yesterday I was asked for advice by an aspiring copywriter. This happens all the time, but on this particular occasion, I think I actually helped a little! So I thought I’d post the original question and my response in the hopes that it might help someone else… The question: I am looking at returning to […]Read more...