Let’s be honest
It’s almost standard practice to stretch the truth as far as we can in our marketing. But is it a good idea?
SEO: The toughest sell
With its open-ended budgets, uncertain outcomes and baffling terminology, SEO has to be one of the toughest services to sell
Stephen Fry, Nick Griffin and the dark side of Twitter
Social media such as Twitter perhaps make it too easy for us to express our darker feelings.
The pros and cons of scary copywriting
Scaring the reader by invoking ‘negative benefits’ can work, but it’s a high-risk tactic.
Language and racism
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
Persuasive copywriting 3: Consistency
The principle of consistency states that people align their actions with their clear commitments. Once they’ve made a public or explicit commitment, they tend to stick to it, since they want to appear consistent and honest.
Top 20 B2B copywriting cliches
Your handy guide to the 20 most commonly used B2B copywriting clichés, from ‘solution’ to ‘leverage’.
No USP? No problem
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.
Why entrepreneurs love copywriters
Copywriters can provide invaluable aid to entrepreneurs, helping them to clarify new products or propositions through the discipline required for copywriting.
Persuasive copywriting 2: Social proof
Copywriters can exploit the principle of social proof by positioning a product or service as the choice of the majority.
Persuasive copywriting 1: Liking
The principle of liking can be exploited to persuasive effect by setting up a rapport with the reader.
Twitter, transience and truthfulness
Most Twitter users keep their posts upbeat and positive. But is a relentlessly sunny worldview really truthful?