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That was easy, wasn’t it? There’s a promise (you’ll learn how to write great headlines) and a benefit (you’ll get more clients and make more money). And that makes it irresistible. If only it was always so simple. It could be, if it weren’t for something else that’s irresisitible. For I have a weakness, and it’s one shared by [...] Why people sell products Let’s play a word-association game. BlackBerry. Quick – what comes to mind? Stressed exec, working 18 hours a day, sitting up in bed, pecking at the keyboard to go long on pork bellies while his wife is propped up beside him, lost in the latest Penny Vincenzi? Think again. Olivia’s a funky fashion designer, who jets [...] Why fonts and layout can make or break copy Just the other day, I saw some copy I’d written, now laid out, formatted and surrounded by all the other elements of the page. I was horrified. Copy that was strong and punchy had lost its mojo – cramped into a space that was too small, oddly formatted, and in [...] If you can’t understand it, you can’t write about it Over the last six months, I’ve noticed an alarming rise in two things – and they’re not entirely unrelated. The first is spam, of course. It’s now reckoned that 80% of all email sent in Europe is spam. Cialis, Viagra, uppers, downers, hot stocks and sexy shares — [...] |
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