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Young, gifted and male. Say what?!

My friend Vikki Ross recently tweeted this copywriting job: First of all, as Vikki herself said in the conversation on Twitter that followed, she wasn’t recruiting or even endorsing the client’s requireme...

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I feel your pain

Understanding how your customer feels is crucial to establishing rapport, trust and, ultimately, the sale. In general, and perhaps a sad reflection on the human condition – or maybe just marketing –...

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The Copywriter’s Prayer

Oh Word, Let me compose sentences providing both meaning and pleasure. Guide me towards clarity, simplicity and truthfulness, And away from the seductive path of waffle, and the words whereof the weasel availet...

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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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The “Childish” Sales Technique Your Clients Will Actually Thank You For Using

What is that for? Why? How did I get here? When is it my birthday? Are we there yet? Children have an unquenchable thirst for knowledge (or maybe just for answers). If you’ve ever been on the receiving end of a...

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Five people who make you look bad (3 of them are copywriters)

  Lurk on a copywriters’ forum for long enough (about three seconds) and you will come across a post complaining that, “clients don’t respect me”. The copywriter has slaved over a keyboard for hours, days...

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The customer’s not a statistic, she’s your wife

At the end of this month’s MoM I’ve got a great little story about the ultimate bit of customer service. But first, let me ask you something. How do you get your knowledge of your customers? Here are some chann...

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Customers or cannon fodder?

I have been e-banking with a certain high street bank for a couple of years. I log on to my personal home page and see details of my account. When we moved to Salisbury, we took out our mortgage with the same b...

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Love the sinner…then sell to them

A lot of copywriters and marketers turn to psychology in an effort to understand and get closer to their customers. But how about dusting down your theology? Peel away the business suits, the carefully construc...

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Let’s play 20 questions

I was in a meeting with a potential client the other day, discussing a new piece of marketing literature. The aim was to produce a sales tool for their distributors’ telemarketing staff. We started discussing p...

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