Copywriting Clarity - the most important quality of all
Those who know me well (yeah, I know. It's tough!) will be aware of the Copywriter Pro strapline - Clear, Concise and Compelling. The greatest of these is Clarity (Now where have I heard a line like that before?). And that's the problem with this election card.
Jun 28, 2024
Knowing your copywriting onions
Peeling back the layers to generate compelling copy Doubtless you get as excited as I do, every year when National Onion Day comes around. With so many across the nation, celebrating this important day, let's look at how great copy is so much like a big, crunchy onion. Just as an onion has multiple layers, our most effective writing requires depth, structure, and a gradual unveiling of ideas.
Jun 18, 2024
Learning from the best
I'm writing this on June 16th and I know exactly what you'll be doing today ... Celebrating Bloomsday! James Joyce Day - a day to reflect on the life of a man renowned for writing one of the longest sentences in literature - a staggering 3,000 words. It’s a day to honour his contributions to literature and to appreciate the unique style and innovative techniques he brought to the world of writing.
Jun 15, 2024
How to catch your reader's eye – and keep it 'caught' - The value of visual engagement
  You know what catches my eye? Young children with umbrellas. OK – not the best joke, but hey – it got your attention … which is what you aim to achieve whenever you write a blog, a social post, an email or a newsletter. Capturing and maintaining our reader's interest online is a challenge we all face. How often do we start reading a webpage only to lose interest before reaching the end?  
Mar 3, 2024
How to write a Mission Statement
A mission statement is more than just words. It's a commitment to what makes your business significant. It guides actions, attracts customers, and provides a clear sense of direction. Crafting a meaningful mission statement can significantly impact your brand's identity and success.
Feb 29, 2024
It's a Numbers Game
Are you about to write a blog … or an email newsletter ? Want to get your hands on a secret weapon – a magic potion that will intrigue, entice and convince your readers?
Feb 18, 2024
Football commentators can teach us a thing or two about copywriting
"… and you join us in the final minutes of the F.A. Cup Final, with the score at 0-0, as Northampton Town's Sam Hoskins cuts in from the right. The Liverpool defenders back off, but the Premier League's leading scorer curls an unstoppable shot into the top right-hand corner to win the match!"
Feb 9, 2024
Pack a Powerful Copywriting Punch - make the most of strong verbs
Strong verbs should be the rocket fuel of your writing, propelling your sentences with power and precision. By choosing strong verbs, you'll transform your writing from flat to fascinating. Let's look at how strong verbs will elevate your writing, making it more compelling and engaging for your readers.  
Feb 3, 2024
Are you telling your story?
The Ancient Art of Storytelling. Think back to the earliest days of human society. Our ancestors, gathered around fires, shared stories that became the bedrock of cultures. They used tales to impart wisdom, foster community, and create a shared identity. This art form has endured, evolving to fit our modern world. In your business, have you ever employed the ancient art of storytelling to engage your audience - to 'turn them on to your message'? Maybe it's time to start.
Feb 1, 2024
Sarcasm - a great way to appeal to your reader ...
... except it isn't. Do you get my sarcasm? Impressed? Well, you shouldn't be. Don't get me wrong. If you want to raise a smile, sarcasm can be really effective. But NOT with the written word. It rarely works. Believe me. I know. I've done it more often than I dare admit. I bet you have too.
Dec 27, 2023
Tone of Voice guides - can you live without one?
  Is your brand just an empty shell? Ninety-five percent of large organisations have brand guidelines. These are filled with pages of information on the correct and incorrect ways to make use of brand components like logos, colour palettes, and photography. There's even direction for the proper spacing of margins and columns. However, not all organisations have guidelines on brand voice. Has yours? It hasn't? Maybe it should.  
Oct 12, 2023
How to write a Call To Action that works.
Calls To Action - we all know how important they are. But how easy are they to write?
Dec 13, 2022
Headlines, sub-headlines and the art of seduction
HEADLINES AND SUB-HEADLINES - Why do they matter? Headlines and sub-headlines are a bit like dating. (As if I would know! It's been 42 years!)  
Dec 9, 2022
Who should it be? I or We?
When I'm deep in discussion with a solo client, and we're working through their website copy , we wrestle with one particular challenge more than any other. Should we use the pronoun 'I' or 'We'?  
Nov 30, 2022
How long should a sentence be? Striking a Happy Medium
I'm always banging on about the perils of yawn-inducing long sentences and the painful impact on the brain of repetitive short ones. So what's the answer? In our blogs, our web copy, our newsletters, our sales copy ... How long should our sentences be?
May 23, 2022
Sarcasm in Copywriting
Oh Mr. Lineker, what have you done? Did you realise? You committed one of the biggest copywriting sins of all - sarcasm.  
May 15, 2022
How to write great sales copy
Mask-wearing and writing sales copy that works There is a link. Mask-wearing is very much back in the news. The Leader of the House of Commons tells us that we won't catch the virus, as long as we're amongst friends. That's a relief. Better find myself a friend
Oct 23, 2021
Don't be Passive - be Active
... or how to come across as the warm, welcoming business you really are. How do you want to come across in your business communications? 1. Officious? Stand-off-ish? Remote? or 2. Warm, friendly and approachable? Let me have a wild guess. I'm going for no.2.
Jul 17, 2021
Long sentences ... not such a great idea
Did you know? The world's longest non-life sentence was imposed on Thai pyramid scheme fraudster Chamoy Thipyaso, who was jailed for 141,078 years in 1989. But, of course, as you've already worked out, this article is about sentence length in your writing - what works and what doesn't.
Jul 16, 2021
What does it take to become a copywriter?
You? A copywriter? Forget it! Only the uniquely gifted possess the rarefied talents required to become copywriters. Only the chosen ones can even dream of attaining the almost super-natural skills required to make words do the business for their business. Right? Wrong – very wrong.
Aug 24, 2020
Get to the point. Avoiding flowery language
“Look – I’m a technician. I haven’t a clue about words. It’s your job to come up with all the flowery language.” These were the words of Bob, my lovely new client from a few years ago. You'll appreciate I've had to let Bob down gently. I quickly reminded him that, of the many services offered by Copywriter Pro, being the purveyor of ‘flowery language’ isn’t one.
Jun 30, 2020
3 little words
We often hear about the importance of writing with empathy - of making our readers feel we’re ‘with’ them. All the best writers manage this. No more so than Maya Angelou. She famously wrote about using words to express empathy. “I’ve learned that - people will forget what you said. people will forget what you did, but people will never forget how you made them feel.” So, we all know the value of writing with empathy - but how to do it ... that's another matter. One sure-fire way is to use three common, yet exceptional, words.
Jun 29, 2020
Less of the hype
Apparently, I'm awesome. No - really.  I must be. Well, at least that's what some clever marketing whizzo thinks. I've rarely felt so insulted.
Jun 22, 2020
Curiosity does more than kill cats
This moggy's curiosity may place it in great danger but your curiosity is the one trait that will make or break you as a writer. No - I'm not suggesting you have aspirations to be the next Tolstoy, J.K. Rowling or Jeffrey Archer (Forgive me. I don't know where that last one came from). Rather, I was thinking about your approach as you write your blogs, your newsletters - even your everyday emails.
Jun 14, 2020
Don't sell the product - sell the result
Features & benefits Putting the ‘why’ before the ‘what’. Yes - it’s that old chestnut - The Tweedledum and Tweedledee of commercial copywriting - features and benefits. I can hear the collective groan - “Oh not that one!  Everyone knows the difference.” But do they? Some have a funny way of showing it.
Jun 8, 2020
Fire your copywriter ... today!
Isn't it great news? At last, you can get rid of that massively overpaid word nerd. You've always known you're a great copywriter. From today, you can prove it once and for all. With uncharacteristically selfless generosity, I'm going revealing to you a wonderful little tool that's available to us all, but is usually tucked away where we can't find it. Five minutes from now, you'll know how to test everything you write - every blog, every web page, every email, letter, press release, case study or white paper - the lot. You'll be able to check them for readability ... in just seconds.
May 23, 2020
Copy Editing. Your online tool review
Typos - aren't they shockers? Who occasionally makes these annoying errors? Well, you do for a start. And, as long as you promise to keep this between us, I'll confess - I've been known to commit the odd erratum too. Of course, we all do. Often our little mistakes have little or no consequence. On other occasions, the impact can be somewhat serious. Here's a salutary tale -
May 16, 2020
Can the Can ... a tiny, yet vital, copywriting tip
Back in 1974, American songwriter, Billy Swan, released his only hit. I've a sneaking suspicion that, as he penned the lyrics, the last thing on his mind was pitching for business. Yet, the title of the one-hit-wonder seems to be used by almost every business in almost every marketing pitch. And the song is - I Can Help .
May 12, 2020
Shine the Spotlight on Your Reader
When you put together your website content, your blogs, your emails, or any kind of copy, who do find yourself writing about? Yourself? Other clients? Or your precious reader? Well, this article is about the worst words in copywriting, I, me, mine - along with their abominable cousins, we, our, ours. At the same time, let's celebrate the finest of copywriting words - you, your, yours .
May 10, 2020
Copywriting ... The Cinderella of Marketing
It's odd (and a source of considerable dismay to professional copywriters) how the value of words in business, and the skill required to craft them effectively, so often goes unappreciated. Yes - we copywriters feel unloved. Our products (words) and our skill (putting them in the right order) are the sad, neglected, Cinderella of marketing.  
Jan 13, 2020
'Be bold, bloody and resolute!' How to write a great Call To Action
Those witches in Shakespeare's Macbeth sure knew a thing or two about writing great copy - particularly when it came to that all-important Call-To-Action. They knew that, to get someone to do something, it's no good pussyfooting around. Just tell 'em!
Dec 9, 2019
Get on with it!
“Look – I’m a technician.  I haven’t a clue about words.  It’s your job is to come up with all the flowery language.” These were the words of Bob, my new client. I had to let Bob down gently and remind him, that of the many services offered by Copywriter Pro, being the purveyor of ‘flowery language’ definitely isn’t one.
Sep 29, 2019
A copywriting tip from one of the great storytellers
Most copywriters would agree that the trickiest part is keeping your copy brief. (My family will tell you that brevity in conversation isn't my finest quality). When you’re writing copy, the easy bit is bashing out your ideas onto a Word document. The tough part is the cutting. To write winning copy, we have to cut. Then cut some more and then, cut once again. Oh – and then … cut one more time.
Sep 22, 2019
King Lear and the art of Nothing
When going through one of his demented, delusional, yet piercingly insightful phases, Shakespeare's King Lear, once intoned threateningly, "Nothing will come from nothing!". Was he right? I guess he probably wasn't referring to the art of effective business writing. But if, by chance, he was, then he was surely way off the mark. Because, in all kinds of business writing, plenty will definitely come from nothing.
Aug 31, 2019
Proofreeding is SO boring
Don't you just hate it? Several years ago, I produced the very first Copywriter Pro leaflet.  The design was great - thank you Mark Coster from Pixooma .  The print quality was the best (fine work, The Braunston Family from Braunston Print ). OK - enough plugs for these wonderful people. What about the copy? Well, it was, of course, almost perfection itself! Almost - but not quite ...
Jul 24, 2019
The Power of 3 - a massively effective writing tool
Once upon a time, there lived a young, ambitious, politician. One day he stood up in front his audience and promised, “When I become Prime Minister my 3 main priorities will be education, education, education.” His early years as Prime Minister went rather well.  It was only towards the end of his term of office that things went somewhat awry for Tony Blair
Jun 15, 2019
Try not to write. Just speak!
"Be yourself - everyone else is taken" This saying is attributed to Oscar Wilde - the chap in the photo. But this blog is really about a gentleman who's nothing like the Victorian man of letters. It's about writing in a natural, conversational way. But first, I'd like to tell you about Sean.
Jun 10, 2019
Size matters. Or to put it another way ...
... small is beautiful Was it Winnie The Pooh who once said - 'It is more fun to talk with someone who doesn't use long, difficult words but rather short, easy words like 'What about lunch?' Imagine the scene - You’re writing a Sales Letter, promoting your latest widget. So – what’s the most important thing? 'Being professional?' Well that's arguable. What do you mean by 'professional'?
Apr 28, 2019
Copywriting - How long should sentences be?
That Usain Bolt - he certainly knows a thing or two about going flat out, but when we're writing, isn’t pace more subtle than that? You’ll have noticed that I’m always banging on about the virtues of keeping things short.  Short words, short paragraphs, short sentences … but hang on a minute.  Does this always have to be the case? 
Apr 26, 2019
A Capital Idea
It's all about clarity Some of the biggest brands ignore this one.  When you write your domain name, either as your email address or your web address, always capitalise the first letter of each word - like this -  It makes it so much easier for the brain to take it in.
Apr 24, 2019
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