Copywriting Outside In

Copywriting Outside In

So you are about to write. Change from inside out POV (self regarding) to outside in (other regarding) and your imagination suddenly opens to new, more refreshing ways to connect and engage him or her with your story.

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

hugh mackay

COPYWRITING IN ACTION COURSE INSIGHT #17 Hugh Mackay on the Ten Desires That Make Us 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 revealed to them a target audience beyond postcodes, wants and “pain points”. So […]

In the craft of copywriting, empathy is all.

It’s a fine line between creative writing (self-expression) and strategic writing (other-regarding). In this job called “copywriting”, we are having a dialogue with a particular person. Our aim — turning a scanner into a reader. As social researcher Hugh Mackay says, “you’ve got to put yourself in their shoes”. And to paraphrase singer/ songwriter, Joe South, walk a mile in them shoes.