Make sure you know your audience. It’s very tempting to write about you, your products, your history, your mission statement, your experience and your goals. But what about the poor reader? They, as always, want to know (as I say […]

So you’re wondering what the secrets of successful web copywriting are? Well, you’ve just discovered one of them – starting with a powerful headline. It works on many levels. First, I’ve used the word secrets. Everybody wants to know a […]

I’m reading a fascinating book at the moment. It’s all about making things work in unexpected ways – combining things that have never been combined before, doing things differently, and stumbling on success. I was sitting in my mobile office (Starbucks) yesterday […]

Remember the last time somebody sent you a killer brochure? No, neither do I. Brochures often tend to be dull affairs – the sort of thing you skim through, decide they’re not worth the effort, and file. In the bin, usually. […]

It’s Copycam time again. As I mentioned before, going out for me is a verbal assault course. Everywhere I look, there are lessons to be learned – and recorded for posterity. Sometimes, though, I don’t even have to leave home. […]