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The Andy Maslen Copywriting Academy

Giving your copy the death(ly) sentence

What do a good copywriter and a liberal judge have in common? They both like short sentences. To judge by much of the copy that I see in an average week, there are plenty of people who view long sentences as th...

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Things your English teacher told you (and shouldn’t have) – part I

I run regular training courses on copywriting. And every time I do, there comes a point where we discuss some of the sacred cows of written (and spoken) English. Reactions from participants range from knowing n...

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There once was an ugly duckling…

What would you say was the most important piece of copywriting in a direct marketing campaign? The envelope teaser? Could be. After all, if people don’t even open the pack, you’ve failed at the first hurdle. Ho...

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Making the leap to print (or the web)

Whether you find copywriting easy or hard, there comes a point when you have finished your final draft. Everyone’s happy: the marketing manager, the marketing director, the managing director, the company mascot...

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Why don’t we write as we speak?

I was sitting in the cinema recently, waiting for the film to start. After the ads and the trailers, we were treated to this screen announcement: “The management regrets the necessity of informing patrons that...

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Using offers to raise response

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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