If you are an expert in phonetic and syntactic iconicity please skip this section. Otherwise, this is one of the most important copywriting lessons you
The 90% Rule: 90% of the impact of copy is subconscious. I made up the number above. But see how definitive it sounds? The short
Like monkeys and small children, customers gravitate towards any shiny object. In the immortal words of Tracy Chapman, “Baby, just give me one reason…” That
Rule 1: Big things come in small packages. Rule 2: Spice things up with variety. At least in the world of copywriting, shorter is usually
No. Never. Not. Nothing. Don’t use them. Always speak with positive constructions. This is one of the cardinal rules of copywriting. Even if the meaning
School marms belong in second grade classrooms. In 1952. Copywriting empowers you with much more flexibility to treat grammar and punctuation like putty in your
