Creative Insights

Creative thinking from the world’s leading copywriters

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John the copywriter’s recipe for becoming a copywriter.

I’m often asked “What is a copywriter?” It seems like people are extremely curious because one of the most asked questions on Google is “How to be a copywriter?” I think the term copywriter is very confusing for people. They mix…
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Expectations: the great creative hurdle

A friend of mine (a poet at heart) recently told me he was trying to write a poem, but hadn’t drafted anything he considered worthwhile. Or anything at all, really. His reason? He had his heart set on writing a 30-line sonnet. And he hadn’t…
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Short Vs. Long Copy: 5 Guidelines to Help You Decide

It’s easy to find advice on how long copy should be. It’s hard to find specific advice on how long copy should be. You’ll see things like: It’s OK for it to be long, but not too long. The more expensive the product, the…
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4 Copywriting Techniques Every Good Storyteller Already Knows

Did you know that some great writers like Fitzgerald and Joseph Heller were copywriters before they became famous novelists? Storytelling and writing to sell have much more in common than you might think. Not every good storyteller makes…
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Being Specific to Create Greater Relevancy and Boost Response

Summary: Using specifics in your marketing messages helps you connect with your wellness prospects, build credibility, and generate greater response rates. Google and other search engines love relevancy. They use it to rank web…
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How quitting my job saved my sanity

Three years ago today, I walked away from a reasonably-well paid mid-senior management role into the unknown. For years, I had spoken about going freelance, but had never worked up the courage. Working for someone else was my comfort zone,…
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Bad Copywriting – Just hire a copywriter next time!

I read junk mail avidly – looking for good copywriting ideas to steal (er herm!) and bad examples to laugh at. One of the latter arrived recently. I am not going to name-and-shame, but I am going to share some of the disaster with you. The…
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How I Got My Blog Post On The First Page Of Google (After 2 Days)

Last week I published my most successful blog post to date. By successful I mean it was the most engaged post I’ve had in a while. It has 50 comments and counting, it received the most number of page views on a single day of any post I’ve…
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5 questions to land new copywriting clients

Want to sound like every other copywriter the next time you talk to a prospective client? Ask the same questions every other copywriter asks. “Who’s your target audience?” “What’s your USP (Unique Selling Proposition)?” “Who’s…

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