Category: Copywriting
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Why does simple writing matter?
“There’s little sales value in fine writing”, John Caples. Individuals interpret the same word differently. This is mainly down to the connotations and overtones a word has within a sentence. To avoid confusion, use specific illustrations to bring clarity to your writing. According to Rudolf Flesch, writing that is easy to read has around 139…
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Great copy starts with a strong brief
Advertising is a problem solving business. Creating a campaign is a problem solving exercise and the brief is a tactical plan that will help you find creative solutions. A strong strategy also defines objectives, goals, and aims. Strategic thinking is at the heart of creativity, and combining it with creativity wins new business. Creatives usually…
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8 human desires every new copywriter should know
I’m sure you’ve heard the saying “appeal to human desires”. If you’re a copywriter or someone who’s worked in marketing, you would, more than likely, have heard it in passing. I first came across it when reading The Robert Collier Letter Book. Collier was giving his opinion on why he believed one Well’s History sales…