Happy Q&A Tuesday! Here’s a neat little question from Mike: “Hi James, are there ways of re-engaging with lapsed clients?” Hmm. This is fodder for a book or conference, not a digital quickie. But still – Put up with my voice for 7’37” and I’ll give you a bag of ideas. It’s not the full […]
“How do I win back lapsed clients?” Read More »
It’s another Q&A Tuesday, and here’s a question from Gemma: “Hi James, how do you strike a balance and find the sweet spot between no personality – and too much personality? That’s something I struggle with!” That’s a problem for many, especially in the early days of writing for a new business – or
“Personality in copy – how much is too much?” Read More »
I don’t care what they say. Being a bloke is not plain sailing. To quote Chandler from Friends, “You’ll be all hairy, and you won’t live as long”. Plus, you know…prostate exams. Getting told to “man up”. Putting up shelves. All that stuff. And then comes the biggie – getting sick. You could be at
Fifty Shades of Nasal Goo Read More »
I can’t be sure. But I think this will be my most popular post this year. Because of that headline: The Ancient Chinese Copywriting Secret! I’ll explain why in a mo. But first, a bit of a story… A while back, I wrote some copy for a company selling medical devices. At the time, their
Here it is – “The Ancient Chinese Copywriting Secret” Read More »
Yes, this post really is about hookers and driving lessons. See, my son J Junior turned 17 yesterday. Had his first go behind the wheel. And my bro sent him a cheque to pay for some of his lessons. And, like a responsible uncle, he added a note: “If you’d rather, go out and spend
A Bright Idea from The Hookers’ School of Motoring Read More »
What’s the most terrifying thing you’ve ever done? Like, eating a live snake? Or bungee-jumping over a tank of narky piranhas? Or watching Miranda Hart on telly? You know – the stuff of nightmares. For me, it’s easy: Flying in a World War II Lancaster Bomber. Still gives me the willies now, 24 years on.
Fright of the Rear Gunner Read More »
Tis Q&A Tuesday, and we’ve got a question from Phillip: “James, people keep talking about polarisation. I’m not comfortable courting controversy and alienating potential customers, but I don’t want to be boring either. What do you suggest?” Well, as someone who’s more squirrel than shark, I get you. But you don’t have to beat your
“I’m not comfy with this polarity thing” Read More »
A question from Eva, for Q&A Tuesday: “James, I’m a brand copywriter. I want to approach some branding agencies and show them how I can help transform their clients’ businesses. So what are the specific benefits, do you think, of hiring a brand copywriter?” Hmm. This is one of those questions that needs a bit
“James, what benefits do I offer?” Read More »
It’s Q&A Tuesday. So here’s a video to answer a question from Ben: “Once you have identified the avatar of the ideal customer, how do you get into their mindset and begin preparing copy and the angle for them? How do you avoid writing it from your point of view and write it from theirs instead?”
“How do you write for the avatar?” Read More »
I would say “Happy New Year!” But we both know, it’s pointless. We’d be celebrating a spinning rock hitting a random point in its solar rotation cycle. And that’s hardly cause for donning a paper hat, linking arms with strangers, singing a song you don’t know all the words to, then staggering home stopping only
“Yeah, but that’s how they do it” Read More »