Copywriting in Action Course Blog:

Ideas. Insights. Instruction. Illumination.

copywriting course blogThis copywriting course blog is a natural extension of the Copywriting in Action course. Most of these posts are in the reading list for CWiA copywriting course participants. It also welcomes subscribers looking for useful, interesting and inspiring articles on the craft of copywriting and related topics. In one very long but meaningful slogan, this copywriting course blog is all about the art and science and psychology and musicology and neurology and hypnotology and so onology of writing quality content for selling and telling. It is purpose written for course participants, subscribers and visitors seeking intellectual and emotional intelligence in the media and communications department.

February 27, 2019
hugh mackay

Hugh Mackay on the ten desires that make your target audience tick.

Since introducing Hugh Mackay’s Ten Desires that Drive Us into my copywriting course in 2011, hundreds of students have been declaring it a revelation. These ten desires […]
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 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 […]
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 […]