November 18, 2013Christmas is getting earlier. Here’s why.
They say Christmas gets earlier every year. Particularly if you’re a copywriter. Why is it that brands are sending their Christmas messages out so soon?
November 5, 2013Price isn’t always important. But value always is.
I can pinpoint the precise moment it happened. The moment everything changed. It was the morning my kitchen flooded.
My washing machine had broken. Luckily it had chosen a Saturday to die, so I was able to stem the flow before my neighbours took to building an ark. Nobody would be available to look at it until Monday. So I went online, bought another one, and had it replaced on Sunday morning.
From floods to fresh clean clothes in under 24 hours.
And that was when I realised that everything had changed.
How? You ask. Well, let me paint you …
September 24, 2013Where do all the old copywriters go?
“Do I actually help anyone?” It’s a question I’ve been asking for a while. Of course there’s several ways to look at it. “I help connect brands with their customers”.
Well, it’s not really helping people, is it?
“I help people find low, low prices on products they want”.
Yeah, it’s not really open heart surgery, is it?
OK, OK, I’m being glib. A sales assistant in a shop helps people make a purchase. A plumber helps people when their washing machine breaks down or when their boiler springs a leak. These are all vital, necessary services.
And I do …
August 11, 201310 truths a freelance copywriter can tell you
Kissmetrics.com wants you to think that copywriters are deceitful and duplicitous. Yet their post about “lies” freelance copywriters tell you is duplicitous itself. Get the truth about what a copywriter means when he says “every project is unique” or “your email hit my spam folder”.
People want to be entertained and informed. “Native advertising” does neither. It’s time to look to more traditional campaigns for inspiration.
June 29, 2013What’s the catch?
“Don’t think about the skeleton. Whatever you do, don’t think about the skeleton.” You’re thinking about the skeleton, right? Every time you mention something, you’re drawing a person’s attention to it. So what do you think I start thinking if you tell me “There’s no catch”?
June 4, 2013How to inspire brand loyalty
As somebody who writes this stuff for a living, I consider myself pretty immune to marketing. But today I felt some brand loyalty stirring… what could have caused it? Had I stumbled upon brand loyalty nirvana?
May 16, 2013Why I’ve started talking bollocks
Recently, a friend of mine told me about his new favourite pastime: endorsing people for skills they don’t have on LinkedIn. So I decided to take it one step further and add a skill everyone could endorse me for… I decided to tell everyone I was good at talking bollocks. Here’s why.
May 4, 2013How to “Make it go viral”
“Make it go viral.” The brief that sends a chill down every creative’s spine. Next time you’re asked to make something go viral, explain that there’s only so much you can do. Good content goes viral. But if you’re lumbered with bad content, what can you do?
April 21, 2013Is this the worst ad ever?
An ad doesn’t have to be cringeworthy to be bad, just banal. Ultimately, a good ad should make you desire the product. Here, I take a look at Sony’s latest smartphone campaign — and find it severely lacking.