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.

May 8, 2013

How to write a high fidelity Communication Brief: identifying the key proposition.

In other words: what’s the story morning glory? “What” being the operative word, because this phase of writing the Communication Brief pin-points the What to Say […]
February 23, 2013

How to write a high fidelity Communication Brief: profiling the target audience.

Writing clear, concise and compelling copy always begins with clear, precise and insightful thinking. And that beginning is the Communication Brief. The writing of one leads […]
May 7, 2012
copywriting suspense sentences

Copywriting and the sentence of suspense

One of the great techniques for engaging the reader every word of the way, whether style is Ernest Hemingway tough or Virginia Woolf gentle; whether tone […]
September 17, 2011

Are you an abstract or concrete thinker?

The caption in this pic is taken from Steven Pinker’s book, The Better Angels of Our Nature in which he writes, “A person is not a locus […]
July 17, 2011
Copywriting Outside In

Copywriting and the total inspiration of looking outside in

Whether you’re copywriting propositional or informational communications – from advertisements and advocacies to executive summaries and board reports – the most effective way to write is […]
June 29, 2011

What are the hopes, fears and desires of your target audience?

Answer this question and you begin to dig deeper into the heart and mind of the person you’re writing to. You begin to see, feel and […]
June 26, 2011
copywriting emapthy

In the craft of copywriting, – – – – – – – is all.

It was one of the top 32 copywriters in the world, John Bevins, who highlighted the Holy Grail of copywriting in his cover quote of my […]