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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.

HOw to write catalogue copy

Catalogues aren’t ads

Here's how to write catalogue copy. It's pretty easy, to be honest, but more and more often, I see catalogue copy written as if...
How to write a great charity headline

Now that’s what I call a great headline

Here's a fantastic example of how to write a great charity headline... When did a piece of advertising of any sort actually stop you in...
How to write effective inserts

Inserts: It doesn’t matter what your message is if nobody can read it.

Because I’m in the business of writing and designing inserts, amongst other things, I look at inserts.  Whereas most normal people shake them straight...

What makes a great advertising headline?

What makes a great headline? One myth that needs to be nailed into a lead coffin and buried at least six feet under right...
brand response what it is

Learn the awesome power of The So What Test

When I’m training bright-eyed, bushy-tailed young creatives how to create effective advertising, or telling junior clients how to evaluate and comment on creative work,...
peugeot tv ad

Another shocking TV clunker from Peugeot

Just seen a new TV ad for a Peugeot. Don't remember the model. The ad was so shockingly incompetent that the car being sold...
tv advertising

TV advertisers, please don’t tell me what you believe

Has TV advertising finally lost the plot? It seems that every ad break contains at least one commercial that opens with a variation of "Here...
How do you know what to say in copy or content?

What today’s digital marketers can learn from The Reader’s Digest

When I was working at The Reader’s Digest Association (I headed up their in-house Promotion Department for five years) people always asked me: “Why...
DO you really value your clients?

Is selling a science or an art?

It’s a funny old business. If you’re a big gun creative director in the world of advertising, your salary depends on the amount of awards...
What's the best call to action?

Why a phone number isn’t a call to action

Art directors are the chaps (and chapesses) in advertising agencies who design the ads—in other words, they're the ones in charge of deciding what...