Lessons from a master copywriter
Experienced writers can teach you a lot. But so can inexperienced ones.
Divisive copywriting
Sometimes, striking the right tone of voice is about deciding who you care about – and who you don’t.
Is hypnotic copywriting possible?
Could copywriting use the techniques of hypnosis and NLP to persuade the reader?
Tinker, tailor, soldier, copywriter
You’d be surprised what jobs freelance copywriters have had – and what a positive difference it makes to their copywriting.
The power of long copy
The astonishingly unorthodox packaging used by Kiehl’s is a lesson in how and when long copy can add major impact.
How to sell like Dom Cobb in Inception
Inception imagines a world where people can enter someone else’s dream and implant an idea. But maybe that’s not so different from what copywriters and marketers do…
On funky copywriting
Funky copywriting takes an informal, offbeat and informal tone in order to generate rapport with readers. But it needs to be done with care, and at the right time.
The types of copywriter and copywriting
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.
How to sell like Don Draper
The expertise of Don Draper in Mad Men shows us that making a sale is about appealing to customers through the most powerful emotional hooks – love and security as opposed to independence, creativity or popularity.
Do copywriters need a new name?
Is the term ‘copywriter’ becoming less useful in the age of content mills? Do we need a new way to differentiate ‘content creation’ from ‘content consultancy’?