When to emphasise features rather than benefits

While it is true that “stress benefits rather than features” is one of the oldest (and most sacrosanct) rules for writing persuasive copy that sells product and services, there are several circumstances in which emphasising features may often work best. Continue reading “When to emphasise features rather than benefits”

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How to write benefits-oriented copy

“Stress benefits rather than features” is one of the oldest rules for writing persuasive copy that sells products and services. But doing so is sometimes easier said than done. Here is a simple method … the “so-that” trick … you can use to take your audience from features to benefits. Continue reading “How to write benefits-oriented copy”

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The eight (8) ingredients of persuasive writing

Persuasive writing is the art of creating copy that induces readers to take a particular course of action … such as buying a product or service, signing up for a newsletter, altering their behaviour, changing their opinion, voting, and so on. But how do you write persuasively? Continue reading “The eight (8) ingredients of persuasive writing”

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How to get the reader on your side

Getting the reader on your side is vital if your writing is going to have an impact and be persuasive. Here are a few things you can do to get the reader believing in you. Continue reading “How to get the reader on your side”

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How to write with clarity and impact

If you cannot write clearly and in an easy to understand style, your writing will have little impact on your readers. Here are a few tips to improve the clarity of your writing. Continue reading “How to write with clarity and impact”

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How to research keyword themes

Getting high rankings in search engine results can be vital for commercial success online. Doing so can be easy enough provided you know how to go about it. Here’s the low-down. Continue reading “How to research keyword themes”

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How to avoid death by PowerPoint

Death by PowerPoint … that numb feeling you get in your brain as slide after slide follows each other and the presenter’s voice drones on. But what really causes it and what’s the solution? Continue reading “How to avoid death by PowerPoint”

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Why I always insist on a client questionnaire

The first thing I do when I am engaged on a new copy-writing project is to ask my client to fill out a detailed questionnaire. There are some very good reasons why I do this. Continue reading “Why I always insist on a client questionnaire”

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Italics – when to use them

The purpose of italic typefaces is to aid the reader’s comprehension by separating off certain words and phrases from their surrounding text. But when exactly should you use italics? Continue reading “Italics – when to use them”

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Creating a corporate writing style

Developing a corporate writing style will unify your company’s communications and create a unique ‘voice’ that enhances corporate recognition and brand awareness. To ensure that your corporate writing style is applied consistently, you need a style-guide.

Continue reading “Creating a corporate writing style”

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