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.

October 17, 2019
copywriting is music

Copywriting is music. And that’s a biological fact.

Can you hear the rhythm in your sentences (like the beats in a song)? Can you hear the tonal attitude that characterizes your expressions (like the […]
October 4, 2019
copywriting logic

Copywriting and the structuring of narrative logic

Waffle. Ramble. Repetition. Pointlessness. These are clear signs that your structure (narrative logic) needs fixing. When your copywriting is not ordered into sound logic, the text […]
June 27, 2019
Copywriting The End

Copywriting Strategies Toward a Strong Conclusion

When it comes to copywriting strong conclusions, my go-to inspiration is the last line of the last song of the last album by The Beatles: “And […]
March 29, 2019

CWiA Course Showcase: The Scammer

I don’t care who you are, as long as I know your weakness I will find my way into your hard-drive and your accounts and come […]
March 28, 2019
Copywriting Intros

Copywriting first impressions that entice them into the story

“Friends, Romans, Copywriters! Lend me your ears …” Copywriting those opening words is a finely crafted art of the first impression. The reader’s snap decision of […]
March 19, 2019
Copywriting Rhythm

Copywriting and the hypnotics of prose rhythm

Co-py-wri-ting. Rhy-thm-n-beats. Hyp-no-ti-sm. Four syllables = four beats. Say it aloud and you can feel the rhythm. Quite musical really. Probably because it has embedded in […]
March 18, 2019
copywriting

The 6 Genres of Copy Writing for Selling and Telling [Part 2]

Just to recap for those who have yet to read The 6 Genres of Copy Writing for Selling and Telling [Part 1]: To inform, to instruct, […]
March 18, 2019
copywriting

The 6 Genres of Copy Writing for Selling and Telling [Part 1]

There are four purposes of copywriting (and all types of writing for that matter): to inform, to instruct, to persuade, to entertain or a combination of […]
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 […]
December 20, 2018
Christmas Copywriting

Here’s a Christmas story with the happiest ending of them all.

Most of the time, being great at copywriting (and creative writing) is about seeing the invisible and making it visible to others. Occasionally, the invisible is […]