Punctuation, like spelling, is a tool of the copywriting trade. It’s important you pay attention to the rules if you want to get your message across. Why? Because it can...
My definition of natural touches on what copywriters call ‘tone of voice’. It’s an elusive thing to describe but in essence it’s about sounding natural – sounding like you or...
There are thousands of books on copywriting out there. Every copywriter will have their favourite copywriting book or copywriting author – the one they’d recommend above all others. For me,...
When I get to the end of a discussion with a client, I consider it to have been successful if I’ve finished my coffee while my client has barely touched...
Firstly, a quick definition of jargon: it’s the words / phrases / abbreviations / acronyms we all use when we’re talking about our work. I’d extend it to include words...
There’s a copywriting acronym: AIDA. It stands for Attention, Interest, Desire and Action and it covers the four things you need to make sure your writing evokes. We covered Attention...
The headline is the single most important line of text in your entire piece of copy. Why? Because if it doesn’t make people want to read on, they won’t. And...
Now, when it comes to grammar, there are two types of rule: good rules and bad rules. The good rules are the basics: it really does matter where you put...
