One of these headlines was a roaring success. The other flopped like a soggy halibut. But can you guess which is which? (A): Are You Afraid of Making Mistakes in English? Or – (B): Do You Make These Mistakes in English? Well..? Which headline won? As in, which led to the most orders for a free [...]
Are you alone? (Look around, quickly – check) Coast clear? Good – I want you to do something for me. I want you to…(WAIT FOR IT!)…… Pretend to be a chicken. Don’t look at me like that. I mean it! I want you to unleash your inner thespian, and assume the guise of nature’s yummiest [...]
I spent 25 years writing my first children’s book. It started out as a short story in 1985…and turned into a book (about an invention for skiing elephants) that I published in 2010. I thought it was my life’s work. But maybe this post beats it? Because this has been 30 years in the making. Or [...]
I expected a bloodbath. Swift and brutal retribution. But so far? Nothing. It beggars belief. You remember last time, right? I mentioned this veteran copywriter who went off script, claiming short copy will get you more biz than the long stuff. (Hogwash and sacrilege!) Well I thought by now, we copy bods would have exacted [...]
Every tribe…community….collective…has its sacred law. An unbreakable code of conduct – or an oath, sworn by every member. For magicians, it’s “Never share your secrets”. In business networks, “Refer other members”. For hairy bikers, “Don’t steal another dude’s gal while he’s getting a buttock tattoo”. (Probably) And for copywriters? The eternal truth: “The more you [...]
Chimpanzees can talk, you know. Well, up to a point. Back in the 70s, researchers taught a chimp called Nim to communicate. Giving him a row of buttons, labelled with signs representing all his favourite things. He learned hundreds of signs. Pushing the buttons whenever he wanted something. Okay, he was never going to win [...]
I hate people using my name. Hate it with a passion. Or rather…I hate people overusing it. (Do you know what I mean? Or is it just me? Am I crazy?) Maybe it harks back to childhood? Because back then, when you heard your name on the lips of an adult, you knew trouble was a-comin’. A [...]
Copywriters will never agree on the eternal question, “what’s the best headline ever written?” – but most would agree, there are some big contenders in this list. Compiled in 1958 by copy legend Victor Schwab, it features all the classics from the early days of direct response…battle-scarred lines that made it through the Great Depression…and [...]
Here’s a tricky question from Sandra, for a sunny Q&A Tuesday: “Hi James – how do you know when your copy is good to go, so you can stop editing and get it out the soddin’ door?” Hmm. Sandra might be asking the wrong guy. OCD types like me edit way more than we should! [...]
It’s Q&A Tuesday again – and here’s a question from Darren: “James, I run a collections agency – we help our clients to get paid. I want to send regular emails, but in my industry there’s not much to talk about. Any advice?” This is a common mistake: thinking you’ve got a small set [...]
