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.

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

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 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 […]
November 14, 2018
Copywriting

tDCS: to Defer Censoring Story when writing.

This post is for copywriters wondering about the interrelationship between their frontal and temporal lobes  … excuse me but it’s for all types of writing not […]
October 18, 2018
copywriting ideas

The Copywriter’s Rationale: persuading the money to buy the idea.

It happened one day back in the early years of my ad agency phase. I had presented some concepts to the Account Executive, and he exclaimed, […]
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 […]