What would life be like if advertising didn’t exist?

Is marketing bad for us, and our society?

The term ‘copywriting’ is a broad church – there are lots of copywriting specialisations, and lots of types of copywriter. This article explains the main ones.

Companies sometimes try too hard to find and exploit a USP. You can still market effectively without one, so relax if there’s no obvious candidate.

Copywriters can exploit the principle of social proof by positioning a product or service as the choice of the majority.

All good copywriting needs to communicate benefits if it is to reach customers effectively.

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.

Sometimes, those involved in marketing campaigns (both buyers and providers) get lost in a sort of creative love-in, congratulating themselves on a great job and forgetting the core aim.