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The Psychology of Persuasion: 27 Fascinating Insights You Can Apply to Copywriting

Your partner gets home from work. He/she comes upstairs to find you still tapping away at your computer and poses this all-important question: What do you want for dinner? Your brain fires up. Billions of neurons go to work. Which of these two scenarios follows – 1 or 2? SCENARIO 1: You run through every…

New Behavioural Insights Training (Inspired by CopyCon)

Once I’d found the entrance to the Barbican (!) I had a blast at the Copywriting Conference in London back in October. It was amazing to hear two of my copywriting heroes speak – Joanna Wiebe and Richard Shotton – and I can add Laura Parker and Harry Kapur to that list having seen them…

Applying Behavioural Insights to Copywriting Workshop: One Week to Go!

Well, that came round quickly. It feels like it was only a few weeks ago that I was getting excited about presenting at the Copywriting Conference. Now I’m adding the finishing touches to my workshop on applying behavioural insights to copy. Writing it has reminded me how and why I got interested in the subject…

Take Back Control of Your Mobile Phone

Mmm, take back control sounds familiar… no, can’t think why except that I wrote about digital decluttering last summer when I’d just decided to look at my relationship with my mobile phone and leave Twitter. In that post, I mentioned that we check our phones an average of over 150 times a day, I bet…

Copywriting Tips Borrowed from Poetry

Well, whaddya know? At the grand old age of 43, I’ve discovered that I like poetry – both reading and writing it – a lot. When creativity strikes me at 4 o’clock in the morning, I jot down rhyming couplets in my special notebook bought for the purpose. My partner is thrilled with this new…

Change Nouns to Verbs to Strengthen Your Writing

It’s well over 30℃ out there and my brain is melting so I’m going to keep this brief. Here’s a quick copywriting tip that will immediately improve your writing: change nouns to verbs. I don’t mean you shouldn’t ever use nouns, of course not, just not ones that are actually hidden verbs. For example, in…

How Donald Trump Can Help Your Marketing

Lucky for us, The Donald is currently visiting our shores to extol his wisdom and big up fellow floppy-haired politician Boris Johnson. During his visit to Buckingham Palace on Tuesday, Camilla, Duchess of Cornwall, gained lots of new fans as she gave a wry wink behind Mr Trump’s back, showing she might just be thinking…

In a Rush? Here Are My Top 16 Quick Writing Tips

Sometimes it’s two days before your honeymoon, you’ve got all your packing to do, one more deadline to hit for a client, the dog’s yapping at you for a walk, your in-laws are coming for dinner, and you’ve recently signed up several new blog readers who are fairly new to the copywriting game. So, what…

Tone of Voice: Has Conversational Copy Had Its Day?

There are 9 million bicycles in Beijing. That’s a fact [Source: Katie Melua]. There are 171,476 words in the English language according to the Oxford English Dictionary but you don’t need to know all of them to be a copywriter. That’s a fact too. And lots of people seem to think copywriters know very few…

Why Are Questions Such a Powerful Copywriting Tool?

Using questions in your copy can be really powerful but there’s more to it than that. The moment your brain sees a question it answers it – you can’t stop it – which is why questions are so effective. You simply can’t ignore them. Don’t believe me? Let’s give it a go. Can you remember what…