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What copywriters read – when they’re not writing “You ain’t ‘alf got a lot of books,” said the removal man to me as he lugged another box up the stairs. “What do you do with ‘em?” He’s right – I have got a lot of books. And mostly, I read them - unless they’re one of my passing [...] Why personalising copy makes it more powerful Last week, as I browsed in Borders, my eye was caught by a magazine: Time Out – Property Special. Time Out started as a London listings guide, but has now gone global, with weekly magazines from New York to Singapore, a must-consult travel site and a slew of funky guides. And now, [...] Direct orders are an obvious tactic – but they work Over at Copyblogger, Brian Clark has an interesting article about ‘actionable anchor text’ for links. It means that the link tells people what to do. So instead of writing: Know your audience You write: Know your audience: Click here to read. Simply telling people to click makes them click. It runs [...] You can’t write for everybody – so write for somebody At my local library, my eye was caught by these two information packs. Open them up, and you’ll find that much of the content is common. So why not keep costs down and combine them into one pack called Tackling race, faith, homophobic and transphobic hate crime? The [...] Got 20 minutes to spare? Grab yourself a cup of coffee, sit back and click over to TED to watch one of these fascinating presentations. TED stands for Technology, Entertainment, Design and since 1984, they’ve been bringing together some of the world’s brightest thinkers and doers for an annual conference. Speakers are challenged to give ‘the [...] |
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