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Twas The Deadline Before Christmas

  Twas the night before Christmas, when at her pine desk The writer still strove for lines Ogilvy-esque. O’er keyboard her hands hovered, limp in the air, While she waited for insight that just wasn’t ther...

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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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Story and its authority and impact (without a particular char.)

How hard is it to put out a blog post that has a point but still has no … in it? I took this on as a task to find out if it was worth it. My work follows. (This is not my only try: I did it months ago, too.) So...

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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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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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Ten people I want to thank for teaching me what matters in writing

1 My Mum For showing me that the best way to get a company to recompense you for poor service isn’t blowing your stack at the till assistant, but by writing a calm, measured and detailed letter to the CEO, item...

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