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 1, 2013

Strategies toward a strong conclusion

For me, the classic ending of all would have to be the last line of the last song of the last album by The Beatles, “… […]
May 8, 2013

How to write a high fidelity Communication Brief: identifying the key proposition.

In other words: what’s the story morning glory? “What” being the operative word, because this phase of writing the Communication Brief pin-points the What to Say […]
February 23, 2013

How to write a high fidelity 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. The writing of one leads […]
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 […]
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 […]
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 […]
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 […]
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 […]
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, […]
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 […]