Branding

Top 5 Characteristics of Great Headlines

Top 5 Characteristics of Great Headlines

Three seconds. That’s about how much time you have to grab your reader’s attention. Fail at this and you lost your first and greatest opportunity at making a sale. Just…

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What’s Your Emotional Brand?

What’s Your Emotional Brand?

I’m reading  The Dream Society, the 1999 futurist essay by Rolf Jensen of the Copenhagen Institute of Futures Studies. It bears the subtitle “How the Coming Shift from Information to…

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From Socratic Dialogue to Communication Brief

From Socratic Dialogue to Communication Brief

As many of you who’ve done Copywriting in Action will know from experience, the Communication Brief is a remarkably effective and reliable vehicle for getting the mind focused and the…

1882 views
WHY EXCLAMATION MARKS ARE NOT YOUR FRIEND

WHY EXCLAMATION MARKS ARE NOT YOUR FRIEND

I’ll let you in on a little secret. One of the biggest giveaways that a client has written their own copy, without hiring a copywriter, is the over-use of exclamation…

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Branding terms made simple

Branding terms made simple

Brand When you say ‘brand’ most people think immediately of a logo: Ferrari, Gucci, Levi’s, Mars or whatever. But in reality a brand is much more than its logo. A…

4474 views