Plenty of copywriters I know are grammatically-challenged. They make a statement of price and it instantly comes back as a question of value. Conversations like the two which follow are about as regular as the effects of a high-fibre diet. And if you think that’s crêpe, I’m with you. 1. Bull-ants bite because Value has teeth His look pins me to the spot, as if I was some kind of insect specimen in his collection of a
Stop telling me you’re “passionate’. It makes me want to chuck. Be passionate. By all means, live your “passionate”. Just don’t vomit it all over me. How many billion times a week do I hear: “Hi, my name’s Mandy and I’m passionate about bookkeeping.” Well, good on you, Mandy. Bet you never heard of an oxymoron, did you? No. You wouldn’t have. For crying out loud, what the flying-fox would a bookkeeper know about oxym
Business Health-Check I thought we might start today’s post with a routine business health-check. Your marketing content, your copy, call it what you will…how’s it going? I mean, how does it say your business is going? Have you taken its pulse recently? Because if you can’t detect a pulse in what your content is saying about your business, the chances are the heart of the enterprise has seized up. You may not e
“Good morning, passengers, this is Captain EJ Smith. On behalf of the officers and crew, I’d like to welcome you aboard the RMS Titanic. We hope you have the time of your lives…” Without Emotional Intelligence (EI), you’re sunk. We all are. The expressive part of communication is the tip of the iceberg. If you don’t account for the mass of stuff beneath the waterline, you’re on a collision course with disaster.
Don’t stand for it. Don’t let them do it. Let the bankers stick to their banking. Stuff the big distribution houses. They can play executioner to trash – pumped up, OD’d on hype Hollywood-type trash. But not this. This is ours. This is culture, with a capital sea. And sea stands for soul. What’s got me fired? Drift. I saw it on Saturday with my two brothers. Do you know how many were in the cinema? Three, in to
Say what you like, Aristotle’s on the money. “Story is the imitation of a human action.” I’ve been repeating this little dictum for the past thirty years –name-dropping Aristotle is as good as having letters after your name – but I really had no idea what it meant till recently. I’ll tell you what I reckon, and explain how that relates to copywriting specifically, but marketing in general. Before going any further, I
The cat throws up all over the floor this morning. What do I do? I talk to him. I tell him, cat, there’s gotta be a better a better way of marketing yourself. I tell him he really needs to take a good look at his CONTENT. It’s…well, we both know what it is. I just stepped in it, didn’t I? Cat’s offended. He produced it all himself, so what could possibly be wrong with it? Disguise the Limits – with Spell And Gr
A Copywriter is a Salesperson If you find this statement controversial, can I suggest you take out citizenship of what whatever planet you’re on, because there’s no coming Back to Earth from there. Fact is: copywriters are employed by businesses to represent their Client Value Proposition to a specific market with the overriding purpose of generating the leads which lead to sales. When Bob Bly wrote his landmark, The