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.

October 18, 2018
copywriting ideas

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

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, […]
September 5, 2018

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 […]
July 23, 2017
literary-devices

LITERARY DEVICES: THE WRiTER’S HERBS AND SPICES

They breathe life into the dead facts, they give flavor to bland content, they make melodious the monotonous, they make memorable the eminently forgettable. In short, […]
June 1, 2017
Tone in Writing

TONE IS ATTITUDE — ATTITUDE IS TONE.

‘What is tone?’ Maybe it’s in the air this year but a lot of people have been asking me this question.  The short answer is attitude. […]
December 13, 2016

The Idea Whisperer: An Interview with xxMegg @ 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. […]
November 10, 2016
copywritin in action

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 […]
October 13, 2016
narrative structure

Does your story have a strong back bone?

Waffle. Ramble. Repetition. Pointlessness. These are clear signs that your structure (what I prefer to call “narrative logic”) needs adjustment. Structure is like your spine. When […]
August 26, 2016

The F Shape Pattern and How Not to Get F’ed.

Having recently read a number of posts while researching the latest insights into the notorious F Shape pattern (based on Jakob Nielsen’s Eye-Tracking Studies in 2006), […]
July 23, 2016
copywriting

Part 3: The Last 3 Reasons Why You’re Not Great at Copywriting.

Welcome back to the third and final series of not so great copywriting, and how to make it great. Properly practiced copywriting requires focus, intention and […]
July 6, 2016
copywriting

Part 2: The Next 2 Reasons Why You’re Not Great at Copywriting.

Welcome back to what’s turning out to be a magnum opus about not so great copywriting (!) I’ve decided to break it down to two reasons […]