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A confession: I was wrong about copywriters who ‘love words’

I admit it. I’m a sham. Until a week ago, if anyone asked me what I did, I always said I was a copywriter. The end. A tradesman, not an artist. And definitely not a ‘writer’. I was wrong. And...

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The 7 telltale signs you’re reading “zombie copy”

She stands, screaming. Her feet refuse to move. She is rooted to the spot with terror. Slowly, inevitably, the bloody, walking corpse approaches. Arms outstretched, snarling, it reaches for her. It is hungry. A...

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Maslen on Marketing June 2013: Why double-amputees can make great copywriters

Many laypeople (and not a few copywriters) imagine the job of a copywriter involves sitting at a computer and typing. Well, that’s true as far as it goes. It does involve typing. But in much the same way as the...

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Why promises persuade prospects

Do you know why people buy from you? It’s not because of what you provide. It’s because of what you promise. Now, you may not realise you’re promising them something. And if your copy is merel...

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The Six Weapons of Influence

Have you heard of Robert Cialdini? He’s a US psychologist who wrote one of the definitive books on persuasion, called “Influence”. Cialdini is cited all over the place, but particularly in sales circles, for hi...

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A simple but effective way to ask for the order

It’s no secret that to be a good salesperson you have to ask for the order. But to be a great salesperson you have to ask for the order in a way that makes your customer feel good about it. In the insurance bus...

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How to ask for the order

Last month we talked about desire. Get people craving or longing for your product (or, to be more precise, feeling that your product can deliver whatever it is they’re truly longing for or craving) and you’re a...

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How to make your headlines work harder

As we all know (we do, don’t we?), headlines are there to draw your reader into your body copy. The most effective way of doing that is to either promise or imply a benefit. Why? Because people act out of self-...

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“Congratulations! Your copy is so good you’re now in charge of marketing”

From a common method of sabotaging in-house writers to a powerful tool for turning features into benefits, Andy Maslen explores 15 ideas that could put the sparkle back into your copy. *** I know you’re busy. S...

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I object

If you’ve ever done any face-to-face selling, you’ll know something a lot of marketeers and business owners don’t. You have to find out not just what will make someone buy from you but what’s stopping them from...

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