Copywriting

How To Avoid Speed Bumps When Writing Sub-Heads

I used to live in an apartment block when I was growing up And there were these twins: Wayne and Dwayne. And as you’d expect, it was common for me to make a mistake. I’d call Wayne, Dwayne. And Dwayne, Wayne. And sometimes get it right, without knowing if I got it right or not. [...]

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How Do You Decide On The Length Of An Article?

I don’t. I create an outline. And with the help of that outline I can usually write about 500-800 words. Then I stop. If the outline has a lot more elements then the article goes on forever You can indeed write an article that goes deeper and deeper, but for the most part, you definitely [...]

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How Your Local Bookstore Can Help You Consistently Create Content For Your Newsletter

  Every time you sit down to write an article, it’s the same story. You really want to say something, but nothing comes out. The longer you sit there, the minutes will tick away And before you know it, the phone will be ringing, the distractions will be piling up and you’ll find yourself mindlessly [...]

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The Magic of Double-Whammy Headlines: And How To Use Their Enormous Power

Laurel and Hardy Batman and Robin Superman. Which is the odd one one out? Yup, it’s the guy who can’t handle Kryptonite, of course. If Superman is in trouble, there’s almost no one to rescue him. But Hardy or Batman can get in trouble all they want, and they have a nice partner to back [...]

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Understanding Plots and Sub-Plots When Writing Salesletters

Imagine you’re having a discussion with a hyperactive, talkative teenager. And the conversation goes like this… “We went to the mall, and like, there was this fire in the mall. And we went from there to the cinema, but we didn’t have any money and anyway the popcorn machine was broken, and so we didn’t [...]

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Three Core Elements of Testimonials

Most testimonials are sugary sweet. Sickening, even. They go on and on, and on about the wonders of the product or service. And amazingly, these testimonials work. They still continue to sell products or services, no matter where you look. And yet there are harder-working testimonials. Testimonials that stop the reader in their tracks. Testimonials [...]

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How To Create The Next Step For Your Readers

When you’re writing an article, inserting The Next Step should be really simple. And it is, if you are clear what you want the customer to do next. But hey, we all know what we want the customer to do next, and yet there’s still a bit of doubt. Are we doing the next step [...]

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Are you totally missing out the Heater Syndrome in your copywriting?

Ever walked into a cold room on a chilly night? You know what I mean. On a really cold night, step into a freezing room and turn the heating on full. The heater chugs. It kazooozas. But the room is still brrrrr. And then suddenly, about fifteen-twenty minutes later, thou art toasty (as hell, I [...]

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Can You Really Create Persuasive Sales Copy out of Thin Air?

“Draw a dog.” Those were the commands of the art teacher to a bunch of five year olds. They didn’t know it just then, but they were part of a psychological experiment. The command reverberated through the room with a varying effect. Some kids furrowed their eyebrows. Some scoured their brains for inspiration. Others chewed [...]

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How a Single Bullet Can Get a Customer To Buy

I remember going to a workshop in the year 2003 The price of the workshop was $8000. Plus there was overseas travel involved. And yes the usual accommodation and food expenses. In all it was going to cost me almost $12,000 to get to this one workshop. And I made the decision on the basis [...]

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Why Disconnectors in Copywriting Are Critical In Keeping Your Reader Awake

Do me a favour. Watch one of those soppy soaps today. Something like ‘Desperate Housewives; Dynasty; The Bold and the Beautiful’ or something equally…um…riveting. Notice how they started the episode? They didn’t trust the fact that you’d actually remember the previous episode. Nope, the writers of the soap know that you have extreme short term [...]

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How To Get Your Copywriting To Do The Lambada!

Words lambada. Words don’t sit out at a party. They get up and they swing. They rock, they shake their hips and they twirl like crazy. Words lambada. You don’t agree with me, do ya? The words in your copy may get up to do a series of embarrassing dance steps, but heck, it ain’t [...]

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