Nothing’s less innocent than a great story. The neuroscience of brand storytelling. As a writer, I’ve always been fascinated by the way stories affect humans. But since studying psychology, I now know why it happens. And that has completely changed the way I approach copywriting for business. The news that good stories are persuasive is… Read on…
I used to rail against SEO content writing – mostly because I felt the average SEO writer’s clumsy wielding of the English language seemed like an affront to good writing. Instead of telling a story about a brand, trying to stuff as many keywords as possible into a headline or paragraph inevitably led to a… Read on…
When you’re writing for the web, there’s a few rules most good copywriters follow. Here’s 8 of them: Keep it short. Shorter sentences keep your copy dynamic. Take some virtual scissors to your writing and your readers will thank you for it.Try to limit the use of two sentences joined together by commas, and, which,… Read on…
How long will a user stay on your website? The short answer? Not very long. One Mississippi, two Mississippi… Typically web users are in a hurry – they leave a page within 7-20 seconds. That means they’ll probably only have a chance to read about 25% of the content on your landing page. Unless your… Read on…
There’s no doubt long form copy sells. It’s just really, really annoying. Whenever I get a traditional sales email or (increasingly rare) letter – you know, the ones that go on forever with testimonials, case studies and reasons why I MUST BUY NOW – my inner writer winces for my profession. It just all feels… Read on…
