copywriting tips

Most messages fall on deaf ears. Why? It's because the person creating the message hasn't thought it through. Specifically, they haven't considered: Who they are aiming at. What they need to say. How they should say it. The battle for attention is fierce. If you want...

So, I was watching the football last night and an ad came on for private health insurance. Nothing new in that. Except they made a massive and common mistake. I won't name the guilty. But the positioning for their insurance is cheap health insurance. So, what do they...

Here's a few random lines from ads for decent size companies. "A CRM made for the way people sell today." "AI for Print on Demand." "See yourself expanding your business with up to 55 days to pay for purchases*." "With the Mini MBA you can advance your career in brand...

There's only one way to judge your marketing. Can you guess what it is? If you said response you're right. Bonus points if you said people rushing to give you money. After all a business isn't a charity. You market to get customers. You market to build your business....

Businesses are obsessed with chasing new clients. And I understand it. But often it comes at the expense of ignoring all the upside you already have. So, I always advise maximise before you multiply. Most businesses have a plan that is incomplete. You already have a...

No one knows for sure how much marketing we are exposed to each day. But the best estimate is between 4,000 and 10,000. Now that's a wall of noise. For most people it feels like their brain will explode. So, we have trained ourselves to tune it out as much as...

Our mental space is precious. We have to protect it. Our brains use a lot of energy. So, we can't be paying attention to everything that tries to grab it. The overload feels like a threat to our survival. So, we've trained ourselves to ignore as much as possible. If...

I'm fascinated by memes. They have so much power. But why? And what exactly is a meme? My research suggests Richard Dawkins first coined the term, and it had nothing to with what we know as memes. The definition is two parts. an idea, behaviour, style, or usage that...

Inspiration. Waiting. Waiting. Still waiting. Too many people wait for inspiration, and it never comes. I've got a better idea. Pick a starting point. Here's what I did. I went to the explore page on Unsplash (free images site). I browsed the images and found this one...