Every tribe…community….collective…has its sacred law. An unbreakable code of conduct – or an oath, sworn by every member. For magicians, it’s “Never share your secrets”. In business networks, “Refer other members”. For hairy bikers, “Don’t steal another dude’s gal while he’s getting a buttock tattoo”. (Probably) And for copywriters? The eternal truth: “The more you […]
The Unbreakable Law of Long Copy Read More »
Chimpanzees can talk, you know. Well, up to a point. Back in the 70s, researchers taught a chimp called Nim to communicate. Giving him a row of buttons, labelled with signs representing all his favourite things. He learned hundreds of signs. Pushing the buttons whenever he wanted something. Okay, he was never going to win
One of these primates can string a sentence together. Can you guess which one? Read More »
I hate people using my name. Hate it with a passion. Or rather…I hate people overusing it. (Do you know what I mean? Or is it just me? Am I crazy?) Maybe it harks back to childhood? Because back then, when you heard your name on the lips of an adult, you knew trouble was a-comin’. A
My name grabs my attention…but don’t abuse the privilege! Read More »
Copywriters will never agree on the eternal question, “what’s the best headline ever written?” – but most would agree, there are some big contenders in this list. Compiled in 1958 by copy legend Victor Schwab, it features all the classics from the early days of direct response…battle-scarred lines that made it through the Great Depression…and
100 of The Best Headlines Ever Written Read More »
Here’s a tricky question from Sandra, for a sunny Q&A Tuesday: “Hi James – how do you know when your copy is good to go, so you can stop editing and get it out the soddin’ door?” Hmm. Sandra might be asking the wrong guy. OCD types like me edit way more than we should!
Can You Break The Perfectionist Curse? Read More »
It’s Q&A Tuesday again – and here’s a question from Darren: “James, I run a collections agency – we help our clients to get paid. I want to send regular emails, but in my industry there’s not much to talk about. Any advice?” This is a common mistake: thinking you’ve got a small set
Your own private supply of infinite email ideas 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 »
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 »
I’m dedicating this post to the memory of Mike Hughes. (He’s not dead yet. But by the Laws of Darwin, he will be very soon…) See, Mike (aka Mad Mike) – a limo driver from California – is a fervent Flat Earther. One of too many realityphobes who reject the ball earth “theory” on the grounds
Absolute proof from a Flat Earth Astronaut Read More »
Imagine you’re walking past an ATM…and a handwritten note pops out of the cash slot. It’s a cry for help, from a guy trapped inside. Yep, it happened this week. In Texas. A workman was changing a lock on a door, at the back of the machine. He needed a swipecard to get out –
Copy lessons from inside a cash machine Read More »