NICOLAS DI TEMPORA, Author at Copywriting in Action®

CWiA Course Showcase: Cambodian Game Changers

Thanks to your generosity, one more little girl now has a big smile on her face and even bigger ambition in her heart as she makes her way to Mekhala House.

The EDM Whisperer

The eDM Whisperer. An interview with Megg@Bennetts Jazz Club. Just like love, the idea of Christmas has inspired many a song rejoicing in it, wishing upon it, rockin’ to it, and making merry about it. The fact that there are over a million Christmas songs tells us this is a special time of year. A […]

Copywriting Toward a More Meaningful Life.

A month doesn’t go by without me seeing my therapist. I need regular relief from the mind-sapping double whammy of the digital and material worlds. My nature demands that I stop the world for a few hours to reflect, recuperate and reconnect (with myself, others and the environment). So I’ve been going to the same place for treatment and healing since I was a junior copywriter back in the 1980s. That place (or more to the point, sanctuary) is the National Gallery of Victoria (NGV).

Over-riding the F Shape Pattern in Copywriting

In case you’re not familiar with the F-Shape study, heatmaps from Jakob Nielsen eyetracking studies showed areas where users looked the most are colored red; the yellow areas indicate fewer views, followed by the least-viewed blue areas. Gray areas didn’t attract any fixations. As you can see from these heatmap images, there was a fair bit of browsing, and but very little of the copy was red, therefore read.