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Copywriting Secret #14: The Words that Sell

If I were to tell you that certain words when used in a headline have a powerful impact on people -– you might say, “Yes, I already know that.” You might also be aware of a well-recognised list of words hailed as the most powerful advertising words of all time. When I...

Copywriting Secret #13: You CAN Write For Any Market

If you’re female you may wonder whether you have what it takes to write copy for a macho kind of product like power tools. If you’re male you might feel you’re in unknown territory writing about women’s hygiene products. Sure, the writing styles can be very different...

Secret #11: Here’s Where Creativity DOES Count

I mentioned that I spend a lot of time getting to know the audience and writing the headline. After I’ve researched the audience, and before I write the headline, the other area where I invest a lot of time is in developing the Big Idea. Spend time here and you’ll...

Copywriting Secret #10 How to Fix Dead Copy

This is a common question. Both copywriters and business owners often ask me what to do when they need to fix copy that doesn’t work (whether it’s their own or something someone else has created). This is what I tell them: The most important part of a piece of copy is...