June 7, 2012“Why the big face?” On choosing homepage images that resonate with your target market.

This isn't a post about copywriting. It's a post about seeing the big picture -- the big picture on your homepage, to be precise. Sites that use portrait photography are increasingly important. But to get it right, choose an image that resonates with your audience.

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May 10, 2012If you’re not part of the solution…

If a client is paying you to write for them, you have an obligation to give them the best you've got. If that means a line or an angle the client has supplied doesn't work, you need to tell them why -- and be able to suggest better alternatives.

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April 27, 2012Are ad men as bad as the Nazis?

Many people see advertising as a bad thing -- as nothing more than propaganda written on behalf of evil corporations. But let's look at that accusation objectively. Do ad men use the same techniques as totalitarian societies? And if so, are the effects the same?

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April 25, 2012Should you compete on price or quality?

There are two types of consumers in the world. There are those who want to minimize their cost no matter what. Then there are those who want to get the best possible service, for the best possible price. That’s where things get tricky.

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April 15, 2012How to make your customers an offer they can’t refuse

If your conversion rate is 2% but an alternate call to action increases it to 4%, don't you owe it to yourself to test all possible variations? But conversion science isn't simply about design, flow, and, text. It's about getting your offer right.

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March 8, 2012What QR codes teach us about advertising

QR codes don’t work because they put a barrier between the customer and the call to action. In short, they’re bad conversion science. That doesn't mean we can't learn from them. We just have to find ways to maximise, not minimise, customer response rates.

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March 1, 2012Google, this is why privacy matters

As Google stake their claim on more and more of our data, I find myself going to greater and greater lengths to hide it. I'm just one man - but all it would take would be a simple plugin to automate the process to put a spanner in Google's works.

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February 16, 2012How important is a personal recommendation?

When making a purchasing decision, people value a personal recommendation from a trusted source higher than any other factor – even to the point of trusting that recommendation over trusting their own opinion. How do we make use of that fact?

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January 27, 2012Snickers’ social media campaign is advertising genius at its best

Send a few fake tongue-in-cheek tweets. Then tell everyone it was a joke, associate the joke with the brand. A formula so simple a child could have created it. Yet they didn’t. It was the work of a fiendishly clever advertising brain. But why are ASA investigating it?

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January 16, 2012Tone of Voice (or, politeness costs nothing)

A copywriter not only picks an appropriate tone of voice for your brand, he also advises you on customer relations. Sometimes, it's important to address people by their first name. Other times, it's sir. Get it wrong and you risk losing the customer.

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