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.

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 […]
May 28, 2015

Hugh Mackay on the Ten Desires that Drive Us

In the beginning was the communication brief — and then the word. Up until Hugh Mackay’s book, What Makes us Tick? The Ten Desires that Drive […]
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 […]