Writing, Copywriting, Storytelling

Facts and logic are all well and good. But they’re cold and hard.  And humans aren’t calculators or computer programs where you input facts and numbers  to get the results. …

100 years ago was the height of the industrial age. US Steel, Standard Oil, utility companies like AT&T…  50 years ago was the manufacturing age. General motors, kodak Eastman, IBM,…

We like to think we always make fully informed and logical choices. However, most of the time when making decisions, we don’t actually use all of the information available to us. …

Ok, you’ve managed to get your customers attention, and they’re getting excited, but it’s only natural that they may have a few doubts and objections about what you’ve been telling…

The best way to tell a story, as Robert Caldini explains in his book Pre-suasion,  is with a well-told mystery. A mystery draws you in.  It holds your interest.  Knowing…

I have a confession to make.  In fact, If you’ve read the ‘About Me’ page you probably already know.  I’m not the world’s most experienced writer.  Like most people, over…

Formulas.  We’ve already seen a few.  ‘FAB‘. ‘PAS‘. ‘AIDA‘. This time round it’s the turn of the 4 U’s. A popular copywriting formula, perfect for headlines and CTA’s.    The…

Problem, agitate, solution.  Or pain, agitate, solve, if you prefer.  This simple yet effective copywriting formula can be used for emails, ads, landing pages, blog posts… Almost anything.  Let’s take…

No! Not the mainly British abbreviation, although the ‘FAB’ we’re talking about is pretty amazing.  It’s a copywriting formula that’s used for sales or product pages.  It can make a…

Your product may be the thing that your customers buy. But, deep down,  what is it that they really  want?  To avoid pain or seek pleasure?  Every decision we make is…

Copywriting formulas. They’re not exact recipes. More like Grandmas secret recipe that she measures out by eye and can adjust depending on how many people have come for dinner.  They’re…

The most important parts first?  The traditional narrative style with a beginning, middle and end? What’s the best way to structure your writing?       Let me answer these…

Copywriting is persuasive writing.  We’re trying to persuade want someone to do something.  Asking nicely may work when you’re talking to your mum, but how do you convince the stranger…

We’re all familiar with some of the more famous examples.  ‘I have a dream…’, ‘to be or not to be’, ‘it was the best of times, it was the worst…

Storytelling. It seems everyone’s trying to do it. But what is it exactly?  Let’s not get too complicated. It is what it sounds like.  Communicating a message through a story. …