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.

August 19, 2014

From Socratic Dialogue to Communication Brief

  As many of you who’ve done Copywriting in Action will know from experience, the Communication Brief is a remarkably effective and reliable vehicle for getting […]
July 16, 2014
copywriting structure

Copywriting structure 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 […]
May 18, 2014

Way of the SEO Samurai: An Interview with Seamus Anthony.

Today we’re going to talk Search Engine Optimisation with self-professed digital marketing geek extraordinaire, or to be more concise, SEO Samurai, Seamus Anthony, Head Honcho at […]
March 16, 2014

The Meaning Maker: An interview with Strategy Planner, Kirsty Muddle.

Who would have thought a Strategy Planner shared the same compulsive obsessive condition for story, meaning and value as a Copywriter. For those of us who […]
March 11, 2014

Before and After Copywriting in Action

This is an extract of a press release showing the first two paragraphs. Study leads to more knowledge, but observation leads to wisdom. This was the […]
February 11, 2014

Truth of the Story:

An Interview With Copywriter and CumminsRoss CEO, Sean Cummins. You’ll know his exceptional creative credentials by the launch of Richard Branson’s Virgin Blue brand in Australia; […]
January 30, 2014

What Makes Us Tick: An Interview With Social Researcher and Director of the Mind & Mood Report, Fiona Collis.

If you’ve been to my classes, you’ll know how much I bang on about the three R’s of quality writing — Research Research Research. Clear, concise […]
November 11, 2013

From bullet point to fascination

I am going to write this post with the view that you are an impatient reader. And that if there was a pill for fast acting […]
September 17, 2013

Copywriting and the eleven ways to smooooth copy reading

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. […]
August 13, 2013

Why great headlines hit the “Yeah! Factor” (Part 2)

Why … allows you to present a reasoned argument. Why …  allows you to list all the benefits the subject has to offer. Most importantly, Why […]