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…
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…
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…
Copywriters are generally an unassuming lot – it goes with the territory. Our raison d’etre is a solitary one – our native habitat is generally a quiet corner of the room, smushing together words and fussing over punctuation marks. But if there’s any one thing that can get our collective blood boiling, it’s the Oxford… Read on…
