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Advent Calendar Copywriting Tip #17

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Admit it.  When you write, more than anything, you want to keep your reader engaged.

Think back to the last time you wrote a 1,000 page research paper.  Er ... OK then - a note for the Amazon delivery lady.
Whatever the length, circumstance or purpose of the exercise, your aim was surely the same - to keep the reader with you - to the very end.

Advent Calendar Copywriting Tip #16

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Size matters ...

... but not always in the way you might expect

SMALL IS, MOST DECIDEDLY, BEAUTIFUL

And Winnie the Pooh was an expert, for it was he who famously declared -
"It is more fun to talk with someone who doesn't use long, difficult words but rather short, easy words like -
'What about lunch?'"
 

Advent Calendar Copywriting Tip #14

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Why is Copywriting the Cinderella of marketing?

Words.  Remember them?  Those funny squiggly things, scrawled across a page.
Do you know what?  They matter.  You’d think this was self-evident.
But it’s strange (and deeply, desperately disappointing to professional copywriters) how often words go unappreciated.

For too many business owners (not you of course!), good copy is just an afterthought.
 

Advent Calendar Copywriting Tip #13

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My daughter, Hannah, would make a great copywriter.  What do you mean, “How do I know?”?  It’s in her genes!
But no - it’ true.  She has all the right instincts.
And this is how I know ...

Advent Calendar Copywriting Tip #12

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"Be yourself - everyone else is already taken"

Wise words from Oscar Wilde - who doubtlessly was musing on the intricate art of composing commercially engaging web copy.
Whatever.
The estimable Mr. Wilde's words probably represent the single most important piece of advice you should take away from this series of copywriting tips ...

Keep it personal.

 

Advent Calendar Copywriting Tip #11

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Do what I say - not what I do

Did you read Saturday’s tip no. 9?  The one featuring Katherine Hepburn?
Judging by the number of emails I received, gleefully pointing out
my clumsy proofreading error,  it seems that most of you did.
So - I hang my head in shame.
What better way to make amends than to change today’s planned
email topic and substitute it for the vexed subject of - proofreading

Advent Calendar Copywriting Tip #9

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“Obey all the rules and you miss all the fun”

Aaah ... the words of my favourite pin-up.
Katherine Hepburn was surely referring to, what else but, the rules of grammar?

Advent Calendar Copywriting Tip #7

Once upon a time, there lived a young, ambitious, better-than-averagely-good-looking politician.

One day he stood up in front his audience and promised, “When I become Prime Minister my 3 main priorities will be education, education, education”.

Advent Calendar Copywriting Tip #3

There’s a word - a very short one that I dislike more than any other.  It’s a very dull word, a very boring and very lazy word.  This word is a killjoy, falling very heavily, like a very old, very grey, very damp blanket over our words, smothering the very spark and very life out of them.  This word is very irritating and very useless.  Why?  Because, like my kids as teenagers, it does the very opposite of what it’s supposed to do.

Advent Calendar Copywriting Tip #2

Take your readers for a spin on the dance floor

It won't have escaped your notice that I'm forever going on about brevity - the importance of using short words, short paragraphs, short sentences …
... but wait just a minute.
Is small always beautiful?
Look what happens if your sentences become relentlessly punchy.
 

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