December 10, 2014How do you work with a client who keeps you guessing?
I think it’s happened to every copywriter at some point. The client who knows exactly what they want. But they can’t put it in words. Or rather, they probably can put it in words, they just won’t. Instead, they make you play a guessing game. Because you’re the copywriter. You should know.
It’s the exact opposite of the pixel-pushing backseat designer (or “hovering art director“) who watches over you constantly “suggesting” adjustments. What do you do when you get a client who knows exactly what they want but won’t tell you, insisting ‘you’re the copywriter, you should know’?…
November 24, 2014The secret ingredient that makes a writer good…
What makes a good writer? You could say it’s experience. You might say it’s how they were taught. Or how much they’ve read.
But while these are the ingredients of what makes a good writer, they’re not what makes a writer good.
That’s something that can’t be learned from a book. Or from a blog like this.
(But don’t stop reading just yet).
The thing that makes a writer good is the same thing that makes an actor good, a singer good, a sportsman good, a professional poker player good.
That’s what makes the difference between ordinary and …
November 5, 2013Price isn’t always important. But value always is.It's an old question: do you compete on price or quality? The answer is neither: you compete on value. And a good copywriter can help you. Here's how.
September 24, 2013Where do all the old copywriters go?Advertising, marketing, social, agency life... they're all young person's games. But where do all the old copywriters go? Do we stop being relevant at 30 (or 40)? Do we go off in search of different challenges? Or do we keep on writing?
August 11, 201310 truths a freelance copywriter can tell youKissmetrics.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 meWhen 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 shitEvery 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?