Copywriting and the structuring of narrative logic
Waffle. Ramble. Repetition. Pointlessness. These are clear signs that your structure (narrative logic) needs fixing. When your copywriting is not ordered into sound logic, the text […] The post...
View ArticleCopywriting is music. And that’s a biological fact.
Can you hear the rhythm in your sentences (like the beats in a song)? Can you hear the tonal attitude that characterizes your expressions (like the […] The post Copywriting is music. And that’s a...
View ArticleFive copywriting insights into the ah-haa moment.
Smack bang in the middle of your forehead is the third eye closed. It is a well-worn mystical metaphor for insight. That “little flicker of […] The post Five copywriting insights into the ah-haa...
View ArticleHere’s a Christmas story with the happiest ending of them all.
For those of you who read this post last Christmas, you’ll know what’s coming. But like every great story, re-reading it is like catching up with […] The post Here’s a Christmas story with the happiest...
View ArticleHow to Write a Hi-Fi Communication Brief: Profiling the Target Audience
Writing clear, concise and compelling copy always begins with clear, precise and insightful thinking. And that beginning is the Communication Brief ... The post How to Write a Hi-Fi Communication...
View ArticleCopywriting, Ideas Making and the Act of Seeing.
Whenever you’re looking for an idea, what you're actually doing is trying to see the invisible. When you see it, you proceed to express it in art and copy. You are making the invisible visible. The...
View ArticleTone is Attitude; Attitude is Tone.
The clearer your attitude, the better your writing. Whatever your view/feeling, it’s going to come through your writing and colour your words in a particular shade of tonality. The post Tone is...
View ArticleTranscranial Direct Current Stimulation (tDCS) or to Defer Censoring Story
Your frontal and temporal lobes have a lot to do with great writing. This post explains the how and the why. The post Transcranial Direct Current Stimulation (tDCS) or to Defer Censoring Story appeared...
View ArticleTake Your Copywriting for a Walk
It takes about twenty minutes of walking for the miracle to happen. And it always happens. About twenty minutes in (approximately 3,556 steps), the monkey-chatter of my brainwaves (Beta frequencies of...
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