Copywriting Skills

Read about the posts about the category Copywriting Skills of How to be a copywriter by Copywriter Collective

staying-true-brand-message-globally-copywriter-collective

Staying True to Your Brand Message Globally

Most large brands go to a lot of time and effort to get to the right messaging to properly tell their story. This involves a lot of soul-searching, creativity, rewriting, brainstorming and approvals – taking up time from a wide range of people.…
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The “R” Effect

When naming a company or brand, people like to be clever. In many ways... this can be fun and cool for the public. However, we all know that if people continuously copy a trend, eventually that trend loses its power. The "R" Effect... Today…
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Why you need to think first and write later – especially for business

“If you don’t know what you think, you can’t write it down,” said my longtime colleague and book co-author John Butman some years ago. Yet how many of us take on a business writing exercise – email, blog post, even web page…
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How to Create a Company Slogan that Will Get You Noticed

I'm not a fan of typical corporate buzzword-infested slogans. It's preferable to have no slogan at all than one which is entirely meaningless. You know the kind I mean. Sometimes masquerading as a mission statement, or a vision statement,…
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Bad Date Syndrome

When I do branding seminars I have one slide that leaves the room silent. It's a picture of an over-bearing man with a bored looking woman. A title over the top says: Are you a bad date? I usually invite the audience to raise their hands in…
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Design and copy: dance partners not petulant divas

Imagery and words need always to go hand-in-hand to create truly compelling content. But there are times you see examples of them being created separately and then forced together. Stories are now built up from a multitude of creative assets,…
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What Does the Word Copywriter Mean in 2018?

Copywriter [noun]: A person who writes copy for the purpose of advertising or marketing. Today, the role of a copywriter has many nuances that are often left out of its basic definition. Meanwhile, in less nuanced terms, we’ve seen…
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The Top 5 Smart Drugs for Writers

Have you ever sat down to work on a job only to find yourself one hour later still pondering over where to begin? Do you have difficulty in understanding why some days you can churn out the work, where 5 hours feels more like 5 minutes, while…
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DIY advertisers: why titles don’t work, and headlines do

When you advertise your business, do you give the advert a title – or a headline? Ads (a.k.a. “adverts”) with a title often are also “upside down adverts” which you need to avoid if you’re going to get the maximum number of leads…
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Writing business we-wee is bad – but what about me-mee?

As you probably know I am forever advising businesses not to write about how “we” do this and “we” do that, unless they can relate that to how they benefit customers very, very quickly. That’s largely because people writing “we-wee”…
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How to write a copywriting brief that gets you the results you need

There are two kinds of copywriters out there. One type will interview you and get you really thinking about your product or service offering, your target customers, and what they really want as opposed to what you think they should buy from…
content-marketing-waste-time-copywriter-collective

Is Content Marketing a Waste of Time?

She was summoned to the office. Anxiety, panic and stress surfaced. Am I being fired? What did I do wrong? But she had an idea of what the possible topic of conversation was about. It wasn’t good. It was 6 months into a 12-month digital…