Creative Insights

Creative thinking from the world’s leading copywriters

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Has Digital Marketing Killed Off Branding & Creativity?

How has digital marketing affected branding? Q&A with Chris Bullick, MD of The Pull Agency. Bill Gates – somewhat belatedly – said ‘The Internet changes everything’. In reality, Microsoft was late to the party but Gates nailed…
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Insults, Book Titles and Headlines That (Hilariously) Beggar Belief

Words are powerful. They can carry big and serious ideas, communicated by icons such as Martin Luther King Jr, Malala Yousafzai or Winston Churchill. But they can also carry a healthy dose of well-considered silliness. Think Amy Schumer,…
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How to Force Yourself to Write

I think it was Mark Twain who is supposed to have said "Writing is easy. All you have to do is cross out the wrong words." This might seem a flippant comment at first glance. When you think it through though, it makes a lot more sense. If…
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3 Tips to Increase Your Email Marketing Open & Click Through Rates

No one would deny that it’s more challenging than ever to get your recipients to even notice your emails - far less open, read, and click on the links you so carefully embedded in them. Competition for your prospect’s attention has never…
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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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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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Competition: Alternative World Cup Slogan

Age, gender, ethnicity and religion aside, what unites humanity? It simply has to be that football tournament that rolls around every 4 years, and the worshiping of 22 fully grown men running around after a ball! Yes, it's World Cup time again.…
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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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