Short copy rocks.

Choose between long form copywriting and short-form copywriting

When I sing the praises of short-form copy, I often get pushback.

Particularly from some of my fellow copywriters.

I’m told that short copy isn’t up to the job.

For the tough jobs… the heavy lifting… only long copy works.

I’m not so sure.

I think short copy can also get the job done.

In fact, I think some of the most powerful copy is really, really, short.

Read the full post…

3 Tips on Writing Better Headlines.

Over the years I’ve written a lot about writing headlines.

I even teach a course on the subject.

But of all the tips I share, I have three favorites.

In fact, these are the tips – or filters – I use myself when trying to improve my own headlines.

Let’s get started…

Read the full post…

4 Ways to earn and maintain the trust of your audience.

Young boy expressing trust by holding man's hand

Edelman is a communications agency, well known for what it calls its “trust barometer”.

They track the public’s levels of trust when it comes to business, the media, institutions and government.

As you can imagine, the results over the last few years don’t paint a pretty picture. Trust levels overall are down.

Even while people are looking to inform themselves with the latest news, Edelman reports that 73 percent are worried about fake news being used as a weapon.

And we need look no further than companies like VW and Facebook to understand why our trust in companies and large corporations is being eroded.

So… what is one to do?

Read the full post…

How Dangerous Dave and Big Brian drive conversations for this artist.

Big Brian pain brushes

I write and talk a lot about the power and benefits of conversational copywriting.

Today I want to share an example of how the power of conversation extends way beyond just the words we write as copywriters.

Let me introduce you to Dangerous Dave, Big Brian, Flat Phil and Miss Rigger.

As you may have already noticed from the photo above, these are the names of four different paint brushes.

These four brushes arrived in the mail because my wife is an accomplished watercolor artist, but still likes to take classes. And one of the instructors she likes to follow is Andrew Geeson, from Wales. Andrew, as well as being an artist and instructor, clearly has smart marketing skills coded into his DNA.

Read the full post…

Adjacent possibilities for freelancers who want more.

 

This post is based on a one-hour presentation I have given a couple of times this year.

I won’t try to include the full hour of information, or the 29 slides.

But… I hope to communicate the value and power of adjacent possibilities for freelancers.

To start with… what does that even mean?

Read the full post…

English may be his second language, but his copy rocks.

Online copywriter in English

It’s tempting to think the quality of the copy we write is determined in large part by our ability to write a decent sentence.

We’re wordsmiths, right? That’s the foundation of what we do. We have to be able to put together a sentence that works and makes good sense. We need to understand the basics of grammar.

So my heart sank when I was reading a homework assignment that came across my desk last week. (I’m running a training program right now, and the students submit assignments.)

From the very first sentence it was clear that English was not this writer’s first language.

Read the full post…