Copywriters can provide invaluable aid to entrepreneurs, helping them to clarify new products or propositions through the discipline required for copywriting.

The principle of liking can be exploited to persuasive effect by setting up a rapport with the reader.

Businesses and professionals need to consider the tone of voice they use in each online/SM channel. Here are some pointers.

In copywriting, attitude is everything. Be relevant, believable and respectful of your audience if you want to connect with them.

Some of the things you might look for in a copywriter can’t necessarily be quantified or analysed, but still might make a big difference to your bottom line.

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.

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.

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