Play on words, play with fire
Gordon Ramsay and Pixie Lott are appearing in a major outdoor advertising campaign to promote milk. But the copy used highlights the dangers of using obscure word-play when you’re trying to reach readers.
How to write a company tagline
Writing a tagline for your company can be a good way to add character to your brand, differentiate yourself and communicate benefits. This article looks at some of the main types of taglines, and the pros and cons of each, and discussed the special case of B2B taglines.
How to exploit irrational decision-making
Human beings are very bad at making balanced, rational decisions. Here are some of the biases that copywriters can exploit to make a sale.
How to plan your user’s online journey
Your user’s online journey begins long before they arrive at your site, and continues after they leave. Here are some ideas for planning and optimising your user’s path to purchasing.
How to use metaphors in copywriting
Metaphors can make your meaning clearer, but they can also obscure it. This guide explains how to use them for more effective copywriting.
How to use weasel words to bend the truth
Weasel words are used to plant an idea in readers’ minds that is bigger than the actual claim being made. Working from vague, indeterminate facts (or no facts at all), you can generate perceptions that may be completely at odds with reality, without making a definite, absolute or concrete claim that could be open to challenge.
How to write effective case studies
Case studies are a great way to showcase your skills, experience and approach to projects. This guide explains how to create concise, effective case studies.
How to write compelling calls to action
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.
If clichés work, use them
As creatives, we may find ourselves shying away from clichés. But there are times when they’re actually the best tool for the task at hand.
The pros and cons of scary copywriting
Scaring the reader by invoking ‘negative benefits’ can work, but it’s a high-risk tactic.
Top 20 B2B copywriting cliches
Your handy guide to the 20 most commonly used B2B copywriting clichés, from ‘solution’ to ‘leverage’.