The Six Stages of the Craft of Copywriting

Anatomy of Copywriting

A well researched and distilled Communication Brief is the copywriter’s best friend for turning a blank page into a good read. Your next best friend is the Anatomy of Body Copy. There are six stages and, like a good coffee, each one stimulates and focuses the mind every word of the way.

Adventures in Copywriting #1

Hi how are you? Rather than the usual “okay” as you walk on by each other, we look at nine catchy alternatives based on popular song titles. Because like good copywriting headlines, good song titles encapsulate the mood, idea or situation in a few tasty words.

The Copywriter’s Roadmap for Moving Story Forward

One of the biggest questions asked by participants in my copywriting course is: How do you structure a piece of writing? It’s only when you apply structure to an entire piece of work from start to finish, and do it at least three times, will you “get structure” to map your way forward.

Before and After Copywriting in Action

Copywriting in Action Before & After

BEFORE & AFTER A Copywriting in Action Online Course One of the most valuable methods for learning and advancing your skills (in any endeavour) is through active observation. In my Copywriting in Action® courses, active observation is enabled by the Before & After (B&A) component of the sessions. And participants find it fascinating. We all […]

Speed is Bullets Points

While most of us like bullet points, scanners just love them. The more scannable the text, the faster it is to whoosh through. Bullet points are the bullet trains of copywriting…

Eleven Ways to Smoooooooth Your Copy Writing​

COPYWRITING IN ACTION COURSE INSIGHT #24 Eleven Ways to Smoooooooth Your Copy Writing First, make the soundtrack to this post Rob Thomas’ & Carlos Santana’s Smooth . Secondly, listen to the interplay between Carlos’ guitar licks and Rob’s vocals. Then visualise the music as a page of text with Carlos making the links between Rob’s […]

Copywriting and the sentence of suspense

Copywriting Course Suspense

… this is known as the periodic/suspensive sentence. I’ll stick with the word “suspensive” from now on because it describes the effect more clearly. Also, it goes with the visual.

Copywriting to abstract and concrete thinkers

In his landmark study into human thought processes, developmental psychologist, Jean Piaget, found that 80% of the population were concrete thinkers and the other 20% were abstract thinkers. Since the 1980′s, scientists suggest that the abstract figure is closer to 15%. This is a significant statistic … and this here empty sentence is written to give you some pause for thought before we look at the implications of this for us as writers.

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.

The Four Purposes of Writing

copywriting and the four purposes of writing

No matter the target audience; no matter the subject; no matter the medium; the craft of copywriting employs all four purposes in the one sitting. Unlike all other forms of writing, copywriting is conversing with a reluctant, impatient and, quite likely, skeptical target audience. You can easily lose them any sentence along the way. That’s where all four purposes of writing combined keep them interested.

Copywriting and the Three Stages of Editing

copywriting and editing courses

Let’s begin by scrapping the misconception that “editing” and “proofreading” are one and the same. There are three stages to the editing process and they are, in order of procedure, as follows:

1] Structural Editing (the big picture edit as performed by a Structural Editor)

2] Copy Editing (the line by line edit as performed by a Copy Editor)

3] Proofreading (picking up any errors missed by the first two edits as performed by a Proofreader)