Or to be more precise, features and benefits. Think of features as the essential but essentially dull facts about your product or service and the benefit as the thing that...
Every so often I see someone post a graphic on Facebook / Twitter / Instagram that gives flowery alternatives to commonly used words to help jazz up your writing. You’ve...
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’ll cover Attention...
When you’re writing marketing or sales copy, your call to action is right up there amongst the most important things you need to think about. It is the purpose of...
When you work with a copywriter, they’ll need a brief that covers everything they need to know about the project you’ve asked them to work on. Even if you’re writing...
It seems somehow apt that the first entry in the Pippin A-Z of Copywriting should be such an important one. Knowing the type of people who’ll be reading what you’ve...
Right, I’m going to set myself a challenge: 26 weeks and 26 blog posts to create the Pippin A-Z of Copywriting. Watch this space! Update On 23 February 2018, I...
In the olden days, when fewer people could read and you had to take your entertainment where you could, books and letters were often read aloud to family and friends....
At the weekend I was having a conversation with a nearly 90 year old relative. I hadn’t spoken to her for some time so we were filling each other in...
One of the first things you learn as a copywriter is the concept of features vs benefits. The features are the facts about your product; the benefits sum up why...
