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.

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

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

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

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

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.

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

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

The best copywriting uses everyday words, not complicated language