Politicians appeal to our instinct for balance with their change agendas. As a marketer or copywriter, you can do the same thing.

Although it’s tempting to case the net wide when seeking attention, what you really need is relevant attention – attention from potentially interested readers.

A common pitfall of copywriting is to focus on the product itself, or the company selling it. Instead, effective copywriting focuses on the customer.

The pain of deleting your precious words can be intense. But it’s also essential.

The best copywriting uses everyday words, not complicated language