copywriting tips

Would you say this to a potential client? If you have money I'll take you on as a client. I really, really, hope you said no. You don't know anything about them yet. You don't know whether they will be a great client or send you prematurely to the nut house. But every...

The doom and gloom merchants are out and about. They say there's a big recession looming. Here's what I say. I'm not buying into it. Sure the economy may be bouncing around but I'm going to focus on what I can control. Firstly I can control how much of their...

Shake people out of their trance and get them to pay attention to your marketing message. How? Glad you asked. The short answer is write a better headline. But you need to know how to do that. Here's how. Every effective headline contains at least one of these: News -...

RIP trust. I'm not sure exactly when it died but it's been a while. The reality of business today is we start negative on trust. Sadly people have been burned before. Politicians have let us down (who knew). Big companies have exploited our privacy and data (think...

I've chosen a provocative title this week and there's a good reason why. This week I'm starting a series of looking at the cognitive biases that shape more of our behaviour than we realise. Knowing them can help you avoid them. Plus, you can use them to get more...

5 simple changes that get your website selling more than a politician does at re-election time. The numbers haven't changed for years. Average website conversion is between 1-3% depending on which study you look at. That's truly awful. Imagine if you had a shop and...

What's up with B2B marketing? I swear it should stand for bore to buy. Have marketers forgotten the business buyer is a person too. They have wants, needs, desires and frustrations just like any other person. They don't want to read your clever headline. They don't...

This line has one job. It's get you to read this line. This line also has one job. You guessed it get you to read this line. People overcomplicate their marketing messages. But really we are just one human writing to another human. We're telling them we have something...

Tongue Tied. Have you ever struggled to write a piece of marketing copy for your business? Have you ever stared at a blank page and been so stuck you felt like the words would never come? Of course you have. You're human and it happens. But here's why it happens. You...