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Lovely Little Film

by: Scott GoodsonXavier my client sent me this lovely little film about the power of emotional advertising. A simple message re-written can make a difference. In my future, writers have a role!read more

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The Art of Smogging

by: Alain ThysWhich would you consider to be the minimum acceptable level of education for your customers? Primary? High-School? University? Post-Grad?If you think this is a non-sensical question,...

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Shake Up Your Copy

by: Roger DooleyIn Surprising the Brain, I wrote about a copywriting technique that replaces an expected word with an unexpected one to grab the listener’s or reader’s attention:read more

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Persuade with Silky Smooth Copy

It shouldn’t surprise Neuromarketing readers that choice of words is important when writing headlines, taglines, or copy, but brain scans show how specific words can have the same meaning but activate...

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David Ogilvy says He is a Lousy Copywriter

Everyone knows who David Ogilvy is.He is probably one of the worlds greatest “ad men” and the likely inspiration to Mad Men. In 1948, David started Ogilvy & Mather, an advertising agency...

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On The Future Of Feature Writing

Multi-chapter, multimedia, highly immersive digital features from publishers seem to be becoming quite the thing. The latest is the rather lovely ESPN Grantland story of the Iditarod Trail Sled Dog...

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