NLP

The best way to influence the reader is to actively involve them in the message.

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Could copywriting use the techniques of hypnosis and NLP to persuade the reader?

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Metaphors can make your meaning clearer, but they can also obscure it. This guide explains how to use them for more effective copywriting.

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Calls to action are an essential part of any marketing material or website. This guide explains how to identify your desired customer response, then craft a call to action to push readers towards action.

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It’s almost standard practice to stretch the truth as far as we can in our marketing. But is it a good idea?

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If we accept that ‘the meaning of a communication is the response that you get’, we must also accept that racism is in the mind of the listener, not the intention of the speaker

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Some of the things you might look for in a copywriter can’t necessarily be quantified or analysed, but still might make a big difference to your bottom line.

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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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