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Why I Gave Up “A Day’s Wages” To Attend PCN2014

The annual PCN conference is the only national meeting for copywriters in the UK. That alone should make it a must-attend event for anyone serious about their craft. Or who just fancies a chinwag IRL with fello...

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10 Controversial Truths About Content That Will have You Spitting With Rage Or Smiling Contentedly Over Your Keyboard

Now I know how Daniel felt. Me – Mr If-you-can’t-count-the-money-it-isn’t-worth-doing – and 30 or so content specialists getting ready to debate how content marketing might evolve to survive as a marketing disc...

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Ten copywriting ‘rules’ you should break before you die

Rules, eh? Doncha just hate ’em? Do this. Don’t do that. Show me a rule and I’ll show you a baseball bat. Copywriting is plagued with rules. You know, you buy a book by someone who says they’re going to teach y...

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What links Darwin, road deaths, cold bugs and long copy?

How do you feel about people who say they don’t believe in evolution? What about folk who claim wearing a seatbelt causes road deaths? Or the ones who want antibiotics for their colds? There’s no evidence for t...

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Long copy ad for Rolex – 1971

Luxury goods don’t need long copy? Pah! Check out this ad from 1971. CLICK IMAGE TO ENLARGE....

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Which profit-boosting DM secret is routinely ignored by many marketeers?

I’ve just got off the phone with a client. We were discussing testing subject lines for an email campaign I’m writing. The conversation turned to body copy and she said, “we’ve tested it and long copy works bet...

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Long v short copy: the truth

Every now and again, and against my better judgment, I get into it with somebody about the merits of long versus short copy. I don’t know why, it’s like a drug, I guess. You can go cold turkey but then that inv...

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How to double your profits by writing more

Our house is stuffed with story books. Some we can read in a few minutes, others take more like half an hour. Guess which ones my children prefer? This preference for engagement runs deep in the human psyche. A...

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Long copy, I myth you

It’s funny. Even people at the self-proclaimed ‘cutting edge’ of copywriting – the web – turn out to be as fond of myths as their Stone Age (ie print) cousins. Here’s one of my favourites… “Long copy doesn’t wo...

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Five tricks to keep ’em reading

Last month, we looked at a simple truth. Your readers are more interested in themselves than they are in you. And to keep them reading, you need to focus on them and their motivations. Big surprise, huh? This m...

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