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The Andy Maslen Copywriting Academy

What links corporate brochures to ancient Greece?

What is it about corporate brochures that makes them both hideously expensive to produce and virtually unreadable? I suspect the culprit is our old friend hubris. In ancient Greece, hubris was the worst crime i...

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Eleven copywriting tips from 2007

January – cleaning up your copy I reviewed, for a publisher, a two-page sales letter that managed to use the word fantastic six times. Any offer begins to seem a little desperate when it is described this way h...

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It came from outer space, or, why do so many otherwise rational marketing people forgo massive boosts to profits because they don’t think envelope messages work?

Think about the last email you wrote. Or opened. How important was the subject line? I’m guessing very. So why is that? Well, it’s not rocket science is it? The subject line tells you what the email is about. I...

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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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Why humour doesn’t work

What makes you laugh? Slapstick? Wordplay? Cartoons? All of those tickle my funny bone – and a lot more besides. But I bet you’ve had the experience I’ve had. You’re at a party, in a bar, or making a speech … y...

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Skip intro – or three types of copy the world will never miss

We agonise over the right words to sell our titles, and it’s time well spent. Other avenues for copywriting are a complete waste of time, says Andy Maslen, who names and shames three of his particular favourite...

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Using offers to raise response (first published October 2001)

In business-to-consumer mailings, everyone uses offers. I’m sure you’re familiar with the kind of thing I’m talking about: get a free calendar, save £10, win a holiday. But in business-to-business, some markete...

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Selling gold coins online

I’ve just finished a big web copywriting project for The Royal Mint. It was an interesting writing job for me so I thought I’d use it as a case study for you. First a little background. As well as striking coin...

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How to profit from your own e-zine

Get your e-zine right and it acts as a source of highly qualified sales leads, orders, new clients, publicity and profits. Great, I hear you say. So we just migrate our current newsletter to the web then. Er, n...

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Words that (really) sell

This month’s article is adapted from the second half of a piece I wrote for the excellent InCirculation magazine. It’s aimed at subscriptions marketers, but keep reading if you’re not one. There are plenty of p...

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