Marketing, copywriting and the instinct for balance
Politicians appeal to our instinct for balance with their change agendas. As a marketer or copywriter, you can do the same thing.
Copywriting for relevant attention
Although it’s tempting to case the net wide when seeking attention, what you really need is relevant attention – attention from potentially interested readers.
Stupid questions make for clever marketing
Sometimes, those involved in marketing campaigns (both buyers and providers) get lost in a sort of creative love-in, congratulating themselves on a great job and forgetting the core aim.
The best copywriting focuses on your customer, not your company
A common pitfall of copywriting is to focus on the product itself, or the company selling it. Instead, effective copywriting focuses on the customer.
Why cutting copy can be more important than writing it
The pain of deleting your precious words can be intense. But it’s also essential.
Copywriting should be conversational, not formal
The best copywriting uses everyday words, not complicated language