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…

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…

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…

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…

Clear Messaging: It’s Not About Your Vorsprung Durch Technik, You Know

In fact, it’s not about you at all. It’s about your clients. When people first come to you they’re often looking for help with something with that age-old marketing mantra in mind: WIIFM (What’s In It For Me?) That’s not to say you shouldn’t talk about what you do, what makes you different, your credentials…

Copywriting Conference 2019: Are You Coming?

UPDATE: the Copywriting Conference is SOLD OUT!! I’ll be running similar behavioural workshops in London and the East Midlands later in the year. If you’d like to go onto my VIP list and hear about them first, please send me your contact details. Drum roll, please… I’m very excited to announce that I’m on the…

How to Use Statistics in Marketing

Statistics are often used in marketing to add authority and act as proof of a claim. We love the specificity of figures too: “A 250% increase in turnover” sounds so much better than “a big increase in turnover” doesn’t it? But the numbers don’t always add up. Anyone remember the Whiskas adverts in the 80s?…

How to Use Nudge Theory in Copywriting

Have you heard of nudge theory? It’s been around for decades but it came into sharp focus last year when Richard Thaler, a behavioural economist, won the Nobel Prize in economics for his work on it. The idea is really simple – you can get people to adapt their behaviour and make better decisions by…

We Haven’t Turned Into Goldfish Yet! Long-form Copy is Alive and Well

Don’t believe the naysayers! Long copy is not dead. It’s not over. And it’s not going anywhere just yet. Long copy is alive and well and here to stay both in print and online. As a digital copywriter, it’s the online stuff that interests me… The tsunami of blogs, online articles and social media has reached…