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 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 […]
June 22, 2016
copywriting

Part 1: The First 5 Reasons Why You’re Not Great at Copywriting.

Empathy is all in this job. And relationship is the love. As we all know, quality relationships are made of mutual respect, rapport and trust to […]
April 6, 2016

The Six Genres of Writing: How and When to Use Them [Part 2]

To inform. To instruct. To persuade. To entertain. These are the four purposes of writing. But how do we make sure that our purpose is effectively […]
March 31, 2016

Six Genres of Writing: How and When to Use Them [Part 1]

The four purposes of writing are to inform, instruct, persuade, entertain or a combination of these. But how do we make sure that our purpose is […]
March 12, 2016

Open Letter to the Next Generation of Artists by Wayne Shorter & Herbie Hancock

Even though I work in the realm of creativity, one thing I know for sure is that we are all creative. Every job we do can […]
February 29, 2016

Visualise This: You’re the Art Director.

The flip side of copywriting is art direction. Pictures and words (art and copy) go hand-in-hand. Both the copywriter and the art director are idea makers. […]
February 3, 2016

About: The Second Most Important Page You’ll Ever Write.