copywriting tips

This famous tagline was created in 1957. 'Have a Break. Have a Kit Kat' And it's still running. Why? It sticks. That's why. It's also a great idea. Associating a break with a Kit Kat. Actually slightly evil. But respect to the creator. Great marketing ideas stick....

I know it's scary to run marketing that is bold. But what's scarier is being ignored. And that's what you get when you run boring marketing. People tune out. I've heard this before. That's if they even noticed it to begin with. People think boring is safe. But having...

You can have the most creative ads, the best copy, and the most sophisticated targeting—but none of it matters if your offer doesn’t make people stop in their tracks. Think about it... In a world flooded with noise and choices, the real secret to marketing success...

You ask too much, too soon. It's OK no one probably told that doesn't work. But if you think about, you know it instinctively. It's just that when you start marketing you forget. Making a sale can be a slow process. It requires trust. It requires you to build a bond....

We like people like us. We buy from people we like. That's a huge clue for how to create powerful marketing. You need to find a common enemy you share with your clients. Or a common aim/purpose. That creates something you can bond over. Just like you do with your...

We coast along in a waking trance. This is bad news for marketers because you need to get attention before you can get a client. So you have to break the trance. Do something they don't expect. It might be a bold claim. It might be humour. It might be brutal and...

If I start waffling now, I'll lose you. If I keep going, you're gone and you aren't coming back. You want me to get to the point. The essence of what I'm saying. The essence of what I can do for you. Guess what your clients want that too. That's why you need a...

It takes a huge effort to get someone over the line to buy your thing. There's a lot of perceived risk around making a bad choice. It can leave someone feeling a bit like... The last thing you want is someone doubting their choice. You want them to feel as though they...

Legendary copywriter Gary Halbert said this when asked what advantage he wanted for his fictitious hamburger stand. The only advantage I want is a starving crowd. After all you can't sell food to people who aren't hungry. Nor can you sell what you've got to people to...