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.

June 26, 2011

In this job, – – – – – – – is all.

It was one of the top 32 copywriters in the world, John Bevins, who highlighted the Holy Grail of copywriting in his cover quote of my […]
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 […]
July 17, 2011

Looking Outside In

Whether you’re writing propositional or informational communications – from advertisements and advocacies to executive summaries and board reports – the most effective way to write is […]
August 25, 2011

In the beginning was the hook (Part 1)

“Friends, Romans, Countrymen lend me your ears …” How does one open with a sentence that eloquently and economically fires up the story and hooks you […]
August 26, 2011

In the beginning was the hook (Part 2)

Perhaps it’s all to easy to choose from the many “killer openings” by literary writers. If you had a look at the link in Part 1, […]
September 4, 2011

In the beginning was the hook (Part 3)

In this, the final in the hook series, let’s now put the money where the mouth is and case study our own Copywriting in Action Group […]
September 17, 2011

Are you an abstract or concrete thinker?

The caption in this pic is taken from Steven Pinker’s book, The Better Angels of Our Nature in which he writes, “A person is not a locus […]
December 11, 2011

To defer censoring story

This post is on the interrelationship between your frontal and temporal lobes  … no no no that sounds too much like science journalism … Let me […]
March 6, 2012

The hypnotics of prose rhythm

Hyp – no – ti – sm. Four syllables = four beats. Say it aloud and you can feel the rhythm. Quite musical really. Probably because […]
May 7, 2012

Mastering sentences of suspense

One of the great techniques for engaging the reader every word of the way, whether style is Ernest Hemingway tough or Virginia Woolf gentle; whether tone […]