copywriting_blogsThis is a copywriting blog on the art and science and psychology and musicology and neurology and hypnotology and so onology of writing quality content for selling or telling. It is purpose written for course participants, subscribers and visitors seeking intellectual and emotional intelligence in the media and communications department.

May 28, 2015

Hugh Mackay on the Ten Desires that Drive Us

In the beginning was the communication brief — and then the word. Up until Hugh Mackay’s book, What Makes us Tick? The Ten Desires that Drive […]
February 23, 2013

How to write a high fidelity Communication Brief: profiling the target audience.

Writing clear, concise and compelling copy always begins with clear, precise and insightful thinking. And that beginning is the Communication Brief. The writing of one leads […]
June 29, 2011

What are the hopes, fears and desires of your target audience?

Answer this question and you begin to dig deeper into the heart and mind of the person you’re writing to. You begin to see, feel and […]