Lead With Benefits, Follow With Features

Features Vs Benefits Or: Why the emotional payoff sells your thing more than what they’ll actually get The truth about marketing and copywriting and PR and social media and sales and anything that uses the internet to get people to buy stuff is: every single strategy...

5 Tools To Make Your Copywriting Less Blergh

‘Blergh’ It’s the sound you make in your own head when you read your copy and it’s boring, basic (not as: in an easy way to understand, but instead… basic), and you’re just plain ol’ fed up with it. Sure, you can pay thousands...

What Does The 4th Wall Have To Do With Sales Copy?

There’s this concept in theatre called the 4th wall. It’s a performance convention; the wall is imaginary. It’s what you, as the audience, sees through to view the performers on stage – and those performers are asking you to believe that wall exists because...

What A Lifetime Of Singing Taught Me About A Career In Copy

I started dance at the age of 2. My mother was a ballroom dancer, she met my father dancing, my Aunt owned what was then the biggest ballroom dance school in WA, both sets of my grandparents danced, and my great-grandma, Ho Ho (pronounced “Hoo Hoo”), sewed...

Why Now’s The Time To Get Yourself Online

If I know anything about life, it’s that it’ll throw you curveballs just for fun. However, learning to catch is never a waste of time. In fact, when COVID-19 hit I, like many other people living with chronic illnesses and disability, felt altogether...