I’ve found someone who thinks just like I do (believe me, that’s rarer than you’d think). It’s Canadian copywriter Michel Fortin, whose compelling Death of the Salesletter I’ve been reading over the last couple of days. For somebody who makes […]

Recently, I came downstairs and saw a leaflet that had landed on my mat. (Sunday morning, I thought. Don’t these people ever rest?) At first glance, it looked like just another advert, to join the growing pile, for everything from […]

Oh dear. Everybody’s doing it – going informal, that is. For some, it works brilliantly: my mobile phone fact-finding mission (see below) yielded up some gems. In the cool stakes, Virgin’s number one. They’d be my choice if I was […]

A couple of months ago, I decided it was time to upgrade my mobile phone. Not just the phone, but the contract – an all-singing, all-dancing service, with web browsing, instant email and WiFi. Never go shopping with a copywriter. […]

Speak to any copywriter, and you’ll hear a familiar refrain: benefits, not features. Seems simple enough. But in practice, it’s not always that easy. We all have a natural tendency to describe things literally: ‘This is a luxury 4×4 , with […]