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Techniques

Techniques posts are helpful tips, techniques and comments to help you get the very best performance out of your online and offline marketing and advertising. From writing a brief for your agency (or copywriter) to designing a poster in five minutes flat.

Is changing someone's mind the hardest thing in advertising and copywriting?

Changing someone’s mind is the hardest thing in advertising. (And politics.)

If there's one thing marketeers should note from the EU referendum campaigns it's this: nobody listens to advertising and promotion. We had massively expensive and media-saturating...
Are you getting your branding wrong?

Hi, I’m a really, really nice person…

Testimonials are a great way to communicate the fact that your company is manned by nice people. Why? Because they're (apparently) coming from someone...
typewriter sales letter man

Why Apple’s 2015 website feels like a classic 50s direct response letter

There's more to getting your website design right than using the latest trendy scrolling techniques... I was chatting to Paul Lindsell, Creative Director of the...
How to do charity fundraising copy

How to do great charity advertising

As Mr Punch says memorably, on piers and promenades throughout the land, that's the way to do it. Charity advertising is something that's so...
direct marketing DM outer

Direct mail is coming back. But don’t forget the golden rules…

People are saying that good old direct mail is having a bit of a renaissance. The growth of edm and the price of postage...
How to use pictures on your website

Is a picture really worth a thousand words?

A picture, so it's said, paints a thousand words. And certainly, in some contexts, this is true. In particular, a powerful news image can...
How to describe your product on your website or advertising

Why waste your precious budget telling punters what your product doesn’t do?

You see it time and time again. Ads where the hugely expensive media cost and production costs are squandered by telling the the potential...
How to write a great charity headline

The most dangerous tube ad ever written?

It's very rare that a piece of advertising or marketing is genuinely a matter of life and death. Which is why I was so...
How to develop a good comms concept

Borrowed Interest: the lazy person’s alternative to an idea

Borrowed interest. This is where you import an idea, a headline, a visual treatment or something else irrelevant to the product or service you're...

How long should a headline be?

"How long should a website headline be?" If there are two feedback comments that are guaranteed to get a direct response copywriter's hackles up, his...