Turning weakness into strength
How to turn a ‘so what?’ or a drawback of the product into a plus point.
No, attention spans aren’t shrinking
It’s not about your attention span, but what can hold your attention.
Use the words your reader uses
Matching the reader’s language makes it easier for them to get your message.
Why copywriting depends on empathy
To reach your reader, you need to get inside their head and feel what they feel.
’Tis the season to be punny
Christmas copy puns can be cringeworthy, but if they’re actually linked to the product, they can still work.
Terrible tone of a truculent Tory
The way Jacob Rees-Mogg uses language is just as important than what he actually says.
Imperfection sells
The pratfall effect makes imperfect brands more appealing. So why don’t marketers use it themselves?