Copywriters, marketing agencies and customers have managed to prove that long texts are superior to short texts. Then why should you be succinct? Sometimes, being succinct is not about the text length, but about how concise it is.
Do not use 20 words if you can support your idea in 8 words! Why would you use 8 words if you can do it in 3 words? The possibility to be critic to your own text while editing will most likely make it very strong.
How to be effective in communication
Winston Churchill wrote a telegram to a commander in the Middle East – Alexander – on August, 10-th, 1942. Continue reading →
Stealing ideas is highly recommended, but only if they are actually good. However, stealing old fashioned ideas that worked in the past is simply a dumb thing. The copywriting industry is rich in all kinds of clichés. They might make the copywriter feel good, but the reader will only experience a deja-vu feeling. The main problem is that such clichés encourage readers to believe that all your texts are nothing but some boring repetitions of phrases and ideas that they have already seen before. Continue reading →
How often do you use emails in your marketing campaigns? If you do it often, I bet that you do spend a lot of time in the attempt to come up with the perfect message. You reread it over and over again, only to make sure that it is perfect. You use both long and short sentences, but you also include advantages. You include the call to action both in the first lines and the last lines, not to mention about the most important terms. But let me ask you something. How much time do you spend for the subject line? This is the most important part of your package, yet it is often overlooked. A good line will stimulate the receiver to open it. A bad one will send the message directly to trash, without even being opened. Continue reading →
Whenever I get a catalogue or a special offer in my mailbox, I take a peek at the order form. It is in my nature. I want to know if the form is simple or creative. The title can usually tell a lot about it.
I have a revelation when I read an “order form”. I think I have had more than 45 million revelations so far. I simply cannot understand why copywriters fail in the last phase by labelling things. It has to be more than that. Continue reading →
How important is grammar in the commercial for a specific product? According to David Ogilvy, it seems that grammar rules are irrelevant in marketing. However, I am pretty sure that he meant something else. If you take a look at his commercials, you will see that they are perfectly written. You can write tough, deep, funny and convincing texts, but without killing your language. But is this all? What if there is more? What if grammar is more important than that? Is it any worth? Are there enough people who are willing to pay for a flawless grammar? Continue reading →