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”.
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”?
March 8, 2013Stop talking about copywriting, you’re boring me
When you’re a copywriter, everything’s related to copywriting. Books, films, life experiences… everything can be used to make you a better writer. In a guest post, Glenn Fisher of All Good Copy explains how.
January 7, 2013Everything you read on Copyblogger is shit
Every industry has a “go to” blog that everybody reads. But if you follow its advice, all you’re doing is following everybody else. Break out of the bubble and find your own voice. This post will show you how.
November 8, 2012When only the best will do…
Is “good enough” really good enough? What do you do when only the best will do? Revisiting Pareto’s “80/20″ principle, it’s possible to suggest that most of the time things don’t have to be perfect. But sometimes only perfection is adequate. Do you know the difference?
October 4, 2012Copywriting for Dummies
Let’s face it, most copywriters are a bunch of bookish nerds. So how do we write about products that require a “mass market’ appeal? Here’s some tips about how to talk to different audiences without talking down to them, as well as finding an appropriate tone of voice.
September 27, 2012Think Like a Copywriter, condensed.
I’ve written a book about learning an effective process and set of best practices that naturally leads to the creation of good copy. But if you’re in a TL;DR frame of mind, here’s the condensed version – five steps to writing better copy.
September 12, 2012Can using the MBTI help you write better copy?
“You are not a beautiful and unique snowflake,” or so said Tyler Durden in famous flick, Fight Club. And if you believe in the MBTI — the Myers Briggs Type Indicator — he’s right. You, and everyone else, is one of sixteen distinct personality types. Understanding them can help you write better copy.