Adventures in Copywriting: World’s Top 8 Largest Metaphors
Welcome to the metaphor — a literary device that compares one thing as another. Often described as “writing pictures”? And that’s what metaphors are all about — translating abstract concepts into concrete visuals. Here are eight that top the pops for size, weight and distribution.
Adventures in Copywriting: From cliché to flipché
Cliches began life as a skillful telegraphing of a thought with precision words. Flip a cliche 380 degrees and you get a fresh new and surprising take on a cliché that is now a flipché.
Adventures in Copywriting: Nine popster answers to “how are you?”
Hi how are you? Rather than the usual “okay” as you walk on by each other, we look at nine catchy alternatives based on popular song titles. Because like good copywriting headlines, good song titles encapsulate the mood, idea or situation in a few tasty words.
The Four Purposes of Writing
No matter the target audience; no matter the subject; no matter the medium; the craft of copywriting employs all four purposes in the one sitting. Unlike all other forms of writing, copywriting is conversing with a reluctant, impatient and, quite likely, skeptical target audience. You can easily lose them any sentence along the way. That’s where all four purposes of writing combined keep them interested.
Copywriting and the Three Stages of Editing
Let’s begin by scrapping the misconception that “editing” and “proofreading” are one and the same. There are three stages to the editing process and they are, in order of procedure, as follows:
1] Structural Editing (the big picture edit as performed by a Structural Editor)
2] Copy Editing (the line by line edit as performed by a Copy Editor)
3] Proofreading (picking up any errors missed by the first two edits as performed by a Proofreader)
Tone is Attitude; Attitude is Tone.
The clearer your attitude, the better your writing. Whatever your view/feeling, it’s going to come through your writing and colour your words in a particular shade of tonality.
Take Your Copywriting for a Walk
It takes about twenty minutes of walking for the miracle to happen.
And it always happens.
About twenty minutes in (approximately 3,556 steps), the monkey-chatter of my brainwaves (Beta frequencies of 14 – 30 Hz) settle down. Now I am in the Alpha/Theta frequencies of 5 – 10 Hz. There are long enough spaces between my thoughts for light to come through — intuition, insight, clarity.
Copywriting, Ideas Making and the Act of Seeing.
Whenever you’re looking for an idea, what you’re actually doing is trying to see the invisible. When you see it, you proceed to express it in art and copy. You are making the invisible visible.
Transcranial Direct Current Stimulation (tDCS) or to Defer Censoring Story
Your frontal and temporal lobes have a lot to do with great writing. This post explains the how and the why.
How to Write a Hi-Fi 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 …