It’s a normal day at the office*. You’re at your desk. Your boss asks you to write some copy. It’s for an email that needs to be sent to customers, about a new service the company is launching. It needs to be sent urgently. . Urgently. The word makes you feel a little nervous. The … Continue reading Write Faster. Think More.
Ever heard of Konstantin Stanislavski? If you’ve ever studied theatre, chances are you have. He was a Russian theatre director who, in 1898, co-founded the Moscow Art Theatre. The Theatre became famous for a production of Anton Chekhov’s The Seagull. They even used a seagull for their logo. Stanislavski published a book in 1936 called … Continue reading A System
This is the last entry in my Harry Potter blog post series. I’ve put links to all the others at the end of this post. Gryffindor. Home of the brave. And depending on who you ask, the home of the reckless and stupid. But bravery is essential for being a copywriter. As is a little … Continue reading Copywriters: Be Brave. Be Reckless. Be Stupid. Like a Gryffindor.
Flash fiction, or short-short stories, are narratives told in 1,000 words or less. They get to the point and make an emotional impact fast. Which is exactly what copywriting should do. Your reader needs to know your copy is worth their attention. That doesn’t mean long-copy is irrelevant and short-copy trumps all. It means any … Continue reading Flash Fiction: An Exercise in Getting to the Point
What’s the difference between copywriting and content writing? It matters to some, but to many it doesn’t. Ultimately, copywriting and content are about using words to persuade. But there’s a problem. Too many people see those words as a cheap commodity and not a professional service. So it doesn't get much time or budget in … Continue reading Copywriting, Content Writing and the Problem With ‘Just the Words’
I was in the office one day while a client was visiting to talk about their new website with the designer. The client was hovering behind the designer’s chair as they both stared at the website visuals - featuring placeholder copy - on the screen. ‘I want the site to look clean and professional,’ said … Continue reading Nobody Reads the Words. Unless They Want to.
Hufflepuff. The Harry Potter house most people don’t want to be in. But maybe they should. Hufflepuffs have empathy, modesty and patience. All good traits to have. And they share these traits with copywriters: Empathy. So they can make deeper connections with people. Modesty. They do good work, without their name all over it. Patience. … Continue reading What Hufflepuffs and Copywriters Have in Common