The 6 Genres of Copy Writing for Selling and Telling [Part 1]


There are four purposes of copywriting (and all types of writing for that matter): to inform, to instruct, to persuade, to entertain or a combination of these. But how do we make sure that our purpose is properly executed in words? This is where style comes in. And the better our understanding of writing styles […]

Hugh Mackay on the ten desires that make your target audience tick.

hugh mackay

Since introducing Hugh Mackay’s Ten Desires that Drive Us into my copywriting course in 2011, hundreds of students have been declaring it a revelation. These ten desires revealed to them a target audience beyond postcodes, wants and “pain points”. So much so that you could profile a target audience to the point of visualising him or […]

Here’s a Christmas story with the happiest ending of them all.

Christmas Copywriting

For those of you who read this post last Christmas, you’ll know what’s coming. But like every great story, re-reading it is like catching up with an old friend and being reminded of what inspired the friendship in the first place — a warmth, an understanding, a common ground, an insight, a lesson, or just […]

tDCS: to Defer Censoring Story when copywriting.

copywriting handcuffed

This post is for copywriters pondering the interrelationship between their frontal and temporal lobes  … excuse me but it’s for all types of writing not just copywriting! … Let’s explore the neuroscience of creative action … there you go again — getting all technico-jargonissimo … Recent research has identified and validated the correlation between  … […]

The Copywriter’s Rationale: persuading the money to buy the idea.

copywriting ideas

It happened one day back in the early years of my ad agency phase. I had presented some concepts to the Account Executive, and he exclaimed, “they’re great Nic. Right on the money!” Then he looked at his Rolex, which made him hurry out of my office with the words, “… can you write a […]

In the craft of copywriting, empathy is all.

Every day and much of the night, the hotel manager in Colombo faces sub-conscious “snap decisions” from customers when stuff goes wrong and stuff goes right and it’s human nature to focus on the wrong. And there’s the online teacher in Melbourne who lives in a perpetual state of change fatigue and knowledge insecurity brought […]

CWiA Course Showcase: Gender Neutral World

Gender Your Way   Gender equality doesn’t have to be hard for any parent. Like a road with many paths, there is no right or wrong approach in showing kids the way beyond gender stereotypes. This website has curated a series of 2-minute articles that give you ideas, suggestions and measures toward creating an environment […]

CWiA Course Showcase: DJ Kill It

  VIBES: YOU GOTTA FEEL IT TO KILL IT. Whether it’s three people or 30,000, the crowd feedback you get while playing a set can be the sweetest reward or the most bitter reality for a DJ. Smiles, swaying and hands-in-the-air are all indicators of the level of enjoyment in the room, more commonly referred […]

CWiA Course Showcase: Cambodian Game Changers

Watch how your donation transforms her into a change maker   For many rural Cambodian children, particularly girls, the dream of education is often overruled by the reality of survival. Affording both is impossible for most families in Cambodia’s Prey Veng Province, with over 50% living in poverty. Your donation can be the difference between […]