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 and it’s human nature to focus on the wrong. And there’s the online teacher in Melbourne who lives in a perpetual state of change fatigue and knowledge insecurity brought […]

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

copywriting key proposition

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 book, Copywriting in Action. “It’s there, in six words” he says, “in this job – – – – – – – is all. Search out that sentence, dear reader” […]