Copywriting Resources for the Busy Business Owner

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Copywriting is a combination of art and science that takes years to master – and even then, good copywriters are always learning.  But sometimes there isn’t time to have a copywriter create your words, or even review what you’ve written. …

From Socratic Dialogue to Communication Brief

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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 thinking clear. But harvesting knowledge and insight from…

WHY EXCLAMATION MARKS ARE NOT YOUR FRIEND

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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 marks. The world’s most over-used punctuation mark has a lot to answer…

Public perception – How General Mills Shot Itself in the Foot Over and Over

The New York Times broke the news about new General Mills legal terms on April 16. Here’s a portion of the “announcement” from the General Mills website: We’ve updated our privacy policy. Please note we also have new legal terms which…
branding terms

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 brand is what you feel about a company and its products: speed, luxury,…
My favourite brand

My favourite brand – and why you’ll not find it in a shop

For years, I have spent my time researching which type of ‘brand’ is right for me – for everything I buy. From clothes to food to music to video games, everything I love in my life is dictated by some form of brand. If I want to buy…
Whats branding got to do with copywriting

What’s branding got to do with copywriting?

Branding is often seen as being all about how a product looks – its logo, packaging, design and stuff like that. But, alongside the designer or art director, the copywriter also has an important part to play. You couldn’t imagine a Coca…
worlds best brands

Why the world’s best brands are the world’s best brands

Brand image is probably the most important factor in what makes a company successful. Get it right and you can develop an enterprise that will become a world beater and a top known name. The world's best brands are an ever-changing chart but…
Why is branding so important

Why is branding so important?

At the outset of any business, at some point, there is probably a conversation about how the founders want that business to appear to the public. The result of that conversation becomes the ideal brand image for that company. Because what…
Brand activation

Brand activation – wherever, whenever, however

Flash mobs, interactive billboards, neighbours’ days and a whole new world of online experiences through social networks. Brand activation is hot. Whether you’re Nike or Mercedes, no big brand avoid the battle for the hearts of consumers…
Secret branding advice they don’t teach in business school

Secret branding advice they don’t teach in business school

While branding seems like something only the big name companies need to worry about, branding is actually happening to your business whether or not you realize it. As you advertise and interact with customers, you are creating an understanding…