The Copywriting Blog

A blog about copywriting, copywriters and things I've been up to
Oct 0
Oct 0

Whose terms are they anyway? A cautionary tale for copywriters

A bad client and copywriter relationship

Copywriters don’t expect clients to dictate terms and conditions. But is it fair when they do?

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Oct 0
Oct 0

Are you writing your sales letters in the wrong accent?

Not an authentic accent – Pygmalion's Eliza Doolittle

I wrote a series of sales letters without realising it, reminding me not to write like a copywriter – and use my own voice instead.

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Oct 0
Oct 0

The secret of great blog copywriting – it’s doodling

Hoffnung - a real artist

Technique is all very well, but ideas come from doodling – as Gerard Hoffnung knew. Bloggers can learn a lot from him.

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Oct 0
Oct 0

Copywriting myths: the 12 most persuasive words in the English Language

List of persuasive words

Much-quoted research into the 12 most persuasive words in English is nothing more than a myth…

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Oct 0
Oct 0

Copywriters: what’s your creative stimulant?

Now that's what I call creative

Listening, learning, drinking, thinking – what gives copywriters their ideas and helps them to be creative, day in, day out?

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Oct 0
Oct 0

A nugget for copywriters from The King’s Speech

Two friends - Bertie and Lionel

Don’t let the mechanics of copywriting rob you of your voice – write as though you’re talking to a friend.

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Oct 0
Oct 0

David Ogilvy on ad men: “We’re not steam-heated vulgarian yahoos”

David Ogilvy - not a steam-heated vulgarian yahoo

When the Daily Mirror’s Cassadra bemoaned the famous ‘Come to Britain’ advertising campaign, David Ogilvy stuck the knife in.

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Oct 0
Oct 0

How a murderer’s talent for copywriting won him freedom

Killer copywriter Louis Victor Eytinge

Convicted murderer Louis Victor Eytinge forged a career as a successful sales copywriter from inside prison. This is his story.

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Sep 0
Sep 0

Words that Sing Their Way into Your Pocketbook

Tea advert

Advice from a 1920s copywriter: “I’ve got to make my song echo all the way down to your pocketbook or it’s no good.”

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Sep 0
Sep 0

Is your business communicating in ‘bafflegab’?

The master of bafflegab - Sir Humphrey Appleby

In 1952, Milton A. Smith coined a new word for dreadful business jargon – bafflegab. But is your business using it?

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Sep 0
Sep 0

Everyone should be able to write well… right?

William McGonagall. Now there's a man who could write.

If you’re good at what you do, people expect you to be able to write well too. That’s why copywriters don’t often get credited – but does it matter?

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Sep 0
Sep 0

Billy Connolly, a roadside giant and the power of ‘You’

Billy Connolly

Billy Connolly knows the real power in the word ‘you’ doesn’t come from knowing when to use it – it comes from knowing how to use it.

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Sep 0
Sep 0

Apostrophe catastrophe: My Pant’s

My Pant's - what a cruel fate for an innocent apostrophe

My Pant’s, Paris. If you use a foreign language, please employ a native-speaking copywriter before innocent punctuation gets hurt.

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Sep 0
Sep 0

Quote, misquote

Sherlock Holmes and Doctor Watson

Next time someone says ‘Elementary, my dear Watson’ fight condescension with pedantry – the master sleuth never said it. But who coined the phrase?

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Sep 1
Sep 1

What’s the best kind of name for a copywriting company?

Claude Hopkins - author of Scientific Advertising

Claude Hopkins, author of Scientific Advertising, offered great advice on naming companies. But do any copywriting companies follow it?

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Sep 0
Sep 0

Become a better copywriter — stop writing like one

Expert copywriter? Yeah, right.

“If you really want to be a better copywriter,” advised the figure in the green armchair, “you should stop writing like one.”

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Sep 0
Sep 0

1938: ‘Dainty Teas’. What’s the cliché of 2011?

Dainty teas - what a cliché!

In 1938, Guardian writer Ivor Brown was complaining about the phrase ‘dainty teas’. But what are the clichés of our own era?

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Sep 0
Sep 0

What does your business add after the scales go down?

Copywriters want to know about the sweets you add after the scales go down

Copywriters want to know about the little extras you add to your service – they’re one of the main reasons your customers choose you.

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Sep 0
Sep 0

Giving advice on your blog: a lesson from Leonardo

Leonardo da Vinci

Be careful what advice you offer on your blog – give away too much of the wrong kind and people will forget what you’re best at.

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Sep 0
Sep 0

Can copywriters sell to the opposite sex?

Antonia White wrote adverts for Mercolized Wax

Can women copywriters sell to men? Or men to women? Two female copywriters from the 1920s share their views – and we wonder whether they were right.

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