Ask the right questions of your readers
It’s obvious when naughty amateurs desperately need help from a freelance copywriter. Their apologetic copy screams “I haven’t done my homework” because they’ve skipped the critical research and planning process that should always precede your copywriting. Here are two lazy errors that I often see when someone asks me to review and improve their copy: Why not … [buy/book/do something etc.]? What better way to [buy/book/do something etc.]? These are both hallmarks of copywriting that started out with good intentions but the writer...
Read MoreEscape the day job
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Copywriter and pencil reunited
I haven't been into space yet, but writing's a daily occurrence in my line of work as a freelance copywriter. And recently I've rediscovered just how natural and satisfying copywriting is when accompanied by an honourable cylinder of lead encased in a wooden jacket.
Read MoreBe brave. Be specific in your copywriting
“Chicken!” laughs your copy accusingly as you lower your eyes from the computer in shame. So you type furiously in a frantic attempt to distract yourself. But even your keyboard’s in collusion. It’s rhythmic tapping marches you ever further from what your copy could’ve been.
Read MoreHow not to write a sales letter
How would you write a friendly letter? You’d probably be sincere, show a bit of empathy for the other person and talk enthusiastically about interests you both share. Unfortunately those simple principles are ignored by Calumet Photographic in this disingenuous sales letter they sent to me, full of bland self-aggrandising and false sentiment: A good sales letter compels a reader to do something, like buy, book or inquire. Not foam at the mouth in an eruption of venomous bile like I did. I imagine that isn’t the response Calumet sought from their lecture of irrelevant facts and...
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