Copywriting | People first marketing

10 ways to add personality to your writing without making anyone want to throw up.

A writer’s job is to entertain and inform at the same time. This means our written words need to be clear and readable by a 7 year old. The most important thing is to write for YOUR audience. Everyone is different and creating audience personas should be the first thing you do. This enables you […]

storytelling, copywriting

22 SECRETS OF GREAT STORY TELLING 5/22 – Simplify, Focus. Combine (How to tell a great story)

#5: Simplify. Focus. Combine characters. Hop over detours. You’ll feel like you’re losing valuable stuff but it sets you free. This is another tease that we must think write and then rewrite.  A famous quote attributed to many literary experts says something like “I wanted to send a short letter but he didn’t have enough […]

storytelling, copywriting

22 SECRETS OF GREAT STORY TELLING 4/22 – Once upon a time (How to tell a great story)

#4: Once upon a time there was ___. Every day, ___. One day ___. Because of that, ___. Because of that, ___. Until finally ___. The classic start to children’s bedtime stories.  My understanding of this is more about structure.   Having a clear beginning and set up is important. The writer needs to set the […]

22 SECRETS OF GREAT STORY TELLING 3/22 A THEME IS IMPORTANT, BUT YOU WON’T KNOW UNTIL THE END

No. 3 of 22: Trying for a theme is important, but you won’t see what the story is actually about until you’re at the end of it, think plan write… Now rewrite. Writing anything needs to start with a loose plan.  As with any exploratory medium your plan will adapt and change depending on the […]

22 SECRETS OF GREAT STORY TELLING 2/22 Keep in mind what’s interesting to the audience

#2: You have got to keep in mind what’s interesting to you as an audience, not what’s fun to do as a writer. These can be very different Story telling is fun, making up stories is even more fun.  As a writer is it often easy to get caught up in making up something that […]

22 secrets of great story telling 1/22 ADMIRE A CHARACTER FOR TRYING

#1: You admire a character for ‘trying’ more than, for their ‘successes’ It is easy to like a hero, it is even easier to hate a villain, but you cannot have a great villain without the reluctant hero.  The reluctant hero or ‘anti-hero’ has always been a Hollywood favorite and “The Home town boy makes […]

PIXAR’S 22 SECRETS OF GREAT STORYTELLING “HOW TO WRITE A GREAT STORY”

Native Indian tribes believe in the power of story. It is even said that those who tell the best stories rule the world! To some extent we can see this to be true. Take a look at the news, at the education system, even at governments and how politicians convince their peers to an idea. […]

HOW TO WRITE UNDENIABLE HEADLINES THAT ATTRACT READERS LIKE CANDY

HOW TO WRITE UNDENIABLE HEADLINES THAT ATTRACT READERS LIKE CANDY Headlines are the most important part of any content. The job of a headline is two-fold, they have to hook a reader and get them to take the action of reading further. Why do successful headlines work? They provide information and also create a sense […]

Getting inside the customer’s head

Getting inside the customer’s head What makes people tick? Anthropologists have been trying to crack that question for decades. It’s also the subject of fascination for marketers. Both have made great progress in figuring out what influences us and why we make the decisions we do. At its simplest, behavioural economics is a discipline that […]

Should Your Email Come From a Business or a Person?

Should Your Email Come From a Business or a Person? People often ask me if the “from” field and the signature line in their emails should be their company name or their personal name. With a couple of notable exceptions, I believe that emails should always come from the individual and association with their company […]

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