As writers we’re in the dopamine management business. Our job is to find ways of triggering tiny releases of the “reward” hormone… To keep people emotionally hooked to our words. So what can you do to trigger a burst of dopamine? Here are four ways: Open loops – Pose unanswered questions or share a paradoxical […]
Blogger in chief at The Copywriter's Crucible. A blog focused on helping other copywriters to enhance their skillset and be of more value to clients, and thus push up their pay grade. Also dabbles in internet marketing, cycling and jaunts abroad, in no particular order.
Who cares?
One question. There’s one question you should always be asking yourself when writing copy. And that question is… “Who cares?” You’ve got to ask this question of every line of copy… And ask whether that line is helping or hindering you in convincing the reader your solution can help them out of their current situation. […]
Joe Sugarman’s secret to making cookie cutter products look amazing
Joe Sugarman’s “Adweek Copywriter’s Handbook” is one of my favorite books. It reveals a simple technique for making even the most cookie cutter products sound amazing. It’s a technique Joe perfected to sell everything from sunglasses to burglar alarms… And it can be applied to selling supplements, software and even services. What is this technique? […]
Story Lead Checklist
They make many copywriters roll their eyes in disgust… Wondering who gets sucked into this garbage. But in certain markets, they work gangbusters. What am I talking about? Story leads! You know the ones… Those dramatic, over the top tales of people being rushed into hospital… Women falling down stairs due to their weight… And […]
Ask THIS question every time you write
One question. There’s one question you should always be asking yourself when writing copy. And that question is… “Who cares?” You’ve got to ask this question of every line of copy… And ask whether that line is helping or hindering you in convincing the reader your solution can help them out of their current situation. […]
How to Standout in the Flood of New Copywriters
The ratio of copywriters per business owners is reaching saturation point. So in a rising flood of new copywriters, how can you stand out? Here are two ways… 21. Be a copywriter who specializes in X Don’t just be a health copywriter. Be a health copywriter who specializes in weight loss… Or a health copywriter […]
To sell life insurance, you’ve got to show the coffin
To sell life insurance, you’ve got to show the coffin. And writing health copy can take you to dark places at times. Sometimes you have to write things that make you squirm… I’m talking about laying out in visceral detail why the reader’s life is in danger… Why their health problems are serious… And you […]
The RADIO Framework for Big Idea
Coming up with big ideas is hard. Particularly knowing if your idea is going to resonate… Or repel. The good news is there’s a five step framework you can follow to find out. It’s called the RADIO framework (which I learned from financial copywriter Tim Diering on a Copy Chief call). The RADIO framework gives […]
What Dean Jackson knows average email copywriters don’t
Dean Jackson is one of the world’s top email copywriters. Part of his success comes down to knowing something average email copywriters don’t. It’s this… Only 15% of people buy within 90 days of enquiring about a product. The other 85% buy later on. The key takeaway? People who don’t buy within a 7 day […]
2 Ways to Standout as a New Copywriter
The ratio of copywriters per business owners is reaching saturation point. So in a rising flood of new copywriters, how can you stand out? Here are two ways… 1. Be a copywriter who specializes in X Don’t just be a health copywriter. Be a health copywriter who specializes in weight loss… Or a health copywriter […]