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The term ‘copywriting’ is a broad church – there are lots of copywriting specialisations, and lots of types of copywriter. This article explains the main ones.

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No USP? No problem

9 October 2009

No USP? No problem

Companies sometimes try too hard to find and exploit a USP. You can still market effectively without one, so relax if there’s no obvious candidate.

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Persuasive copywriting 2: Social proof

Copywriters can exploit the principle of social proof by positioning a product or service as the choice of the majority.

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Benefits: the key to effective copywriting

All good copywriting needs to communicate benefits if it is to reach customers effectively.

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Politicians appeal to our instinct for balance with their change agendas. As a marketer or copywriter, you can do the same thing.

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Copywriting for relevant attention

Although it’s tempting to case the net wide when seeking attention, what you really need is relevant attention – attention from potentially interested readers.

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Stupid questions make for clever marketing

Sometimes, those involved in marketing campaigns (both buyers and providers) get lost in a sort of creative love-in, congratulating themselves on a great job and forgetting the core aim.

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The best copywriting focuses on your customer, not your company

A common pitfall of copywriting is to focus on the product itself, or the company selling it. Instead, effective copywriting focuses on the customer.

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Why cutting copy can be more important than writing it

The pain of deleting your precious words can be intense. But it’s also essential.

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