Category: copywriting
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How to get attention when there is none part 2
If you can’t sell anything where there’s no desire, how do you go about creating it? The simple answer is you don’t (see part 1 of this series). The complicated answer is you can’t. Let’s take an extreme. If you have no desire to go big game hunting, then nothing on this planet will convert…
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How to get attention when there is none
It’s said that without desire, nothing happens. So where does it come from and how do we increase it enough to get attention? It’s likely that the paragraph above achieved some (or even all) of what it promised, after all, it is a big promise (if things only happen with desire, then discovering where it…
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Use consequences if you want to sell more
I started off this current series with vision, followed by desire, and last week with foreshadowing and futurescaping as we envisioned a future driving our British Racing Green S Type Jag around the countryside with the windows open and the air roaring through our hair, but as with all things in life, there are consequences.…
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How to use foreshadowing and future-scaping in sales copywriting
Last week we talked about enhancing desire using benefits (and just in case you’re thinking “duh!”, know this is only the tip of a giant iceberg of persuasion techniques). The idea is simple – get the reader’s brain to work. Make it active instead of passive. Get them involved in the action, and even better,…
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How to sell with Vision enhancement
Last week I talked about Vision. Vision creates or enhances desire, and without desire, nothing gets bought. Whilst the first step in building desire is through vision, the next step is through enhancement of that vision. There’s a colour in the UK called British Racing Green. It was created in 1903 to delineate British cars…
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How to influence an audience through mind control imagery
Years ago I experimented with a vision board. I made a list of what I wanted, then found pictures of all the items and ‘pinned’ them to my virtual board. One of those items was an S Type Jaguar. I got one some years later (after I’d forgotten all about the vision board). I’d set…
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How to think about writing difficult articles especially if you’re a copywriter
Ever had a problem and been stuck? Many of us know about speed writing, which works supremely well (and I highly recommend), but there’s a different way of doing this, used by academics for centuries, and that is to state the problem as clearly as possible at the top of a blank piece of paper,…