Blogs usually take one of two forms: commentary or diary. In the business world the online dairy is of little interest; it is the commentary approach that is proving to be so effective in reaching and developing a… Read More

How are your visitors using the site? People search and scan online, they don’t read, so the copywriter has to shape the text into very short nuggets that make perfect sense on first sight. Content is accessed randomly,… Read More

You can’t just sit down and write good copy all day long. I surround myself with books, and make myself choose one of these, open it up, and find a word at random, which I then force myself… Read More

There are distinct differences between the role of copy on the front and back of the package. The copy on the front of the pack is an advertisement; it has to catch the eye and encourage people to… Read More

My advice to other writers is to try to imagine that you’re the audience – think about how much time you have to read the sort of articles you’re writing, and what you will think about each article… Read More

Avoid anything that is cliché or bad pun. It is better to play it safe than risk undermining the credibility of the publication by giving it a daft name. Copywriting: Successful writing for Design, Advertising and Marketing by Mark… Read More

No package, no matter how well designed, can mask a bad product, and so we know that 95% of the success of our business lives and dies by the quality of our ingredients and recipes. Copywriting: Successful writing… Read More

Product brands are highly competitive and you have to create a name that helps yours stand out among the clutter. The best names are very memorable and sounds good as well as look good. It should add up… Read More

Next to doing the right thing, the most important thing is to let people know you are doing the right thing. Copywriting: Successful writing for Design, Advertising and Marketing by Mark Shaw

No matter what your product is, you are ultimately in the education business. Your customers need to be constantly educated about the many advantages of doing business with you, trained to use your products more effectively, and taught… Read More

Preparation is the key to success. With website projects it is essential that you have established a coherent plan for all of the content before you start. Copywriting: Successful writing for Design, Advertising and Marketing by Mark Shaw

You can do more harm than good. At all times you need to be acutely aware of your responsibility: you are carrying the brand and you don’t want to damage it in any way. You can share points… Read More

Copy needs to be quirky and surprising and your choice of words should come from outside the mainstream. Copywriting: Successful writing for Design, Advertising and Marketing by Mark Shaw

People see through ‘clever’ attempts to change their behavior, so I would rather present information in a simple, clear way and let people make up their own minds. Copywriting: Successful writing for Design, Advertising and Marketing by Mark Shaw

The best projects are the ones where the designers and copywriters work together from the start. Designers often prefer to design with ‘real copy’ rather than placeholder text anyway. And if the copywriter gets involved early on, they… Read More

Calls to action are vital. Since visitors create their own journey through a site, you ahve to give them lots of options on every page. And you can’t control their point of entry, so you must persuade them… Read More

Jacob Neilsen’s ‘Rule of Twos’ asserts that online readers focus on the first two words of a sentence, the first two sentences in a paragraph, and the first two paragraphs on a Web page. So good writers look… Read More

The FUDing creative angle: FUD stands for Fear, Uncertainty, and Doubt. Ask consumers if they are confident, feel safe, know all the risks, and they’re likely to begin to feel unconfident and insecure, and will want you to… Read More

Knock the competitor creative angle: This is not something to be done overtly, although references can be made to well-known products and any shortcomings they may have. Comparison advertising is often as simple as showing similar people in… Read More

The intrigue creative angle: A powerful technique for drawing in the consumer is to show them something interesting and tell them there’s a secret to be told. It’s both intriguing and compelling. Copywriting for Design, Advertising, and Marketing by… Read More