How often do we click past those two words to learn what it’s actually all about? In a world where opinions are formed and expressed through McNugget-sized bits of more or less credible text, ignorance has gone viral. That’s terrible for mankind as a whole. But it also means that you can quickly become more knowledgeable and better equipped than your competitor.
You just have to take that one extra step.
On staying in character
Many companies spend millions on building a brand image – a brand personality – through advertising. Yet the same companies hand out policy, procedures and training manuals that are completely devoid of any personal touch. The manuals are impersonal and
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Speak well of your product
Your product may be the best on the market, but if the accompanying documentation is poor, your sales will suffer nonetheless. Think of cheap electronics from China; whilst the product might be just as good as comparable ones, the user
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How to drive the train of thought
Contrary to what much of contemporary advertising might make you believe, copywriting is not necessarily about witty wordplay. Whilst being witty might help achieve your goals, good copywriting is essentially about directing the reader’s train of thought in a subtle,
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