The problem with AI is not the one we think
And all of a sudden it's an issue. Everyone from universities to copywriters are talking about the problem with AI and ChatGPT. . "All the technology in the world can't…
Despite the edginess, Coca-Cola’s ‘Real Magic’ campaign is one from the heart
If I wanted to reach 2.9 billion gamers, I would do something like this as well.
Kill your keywords? Oh oui.
Although it might feel like sky-diving without a parachute, there are times when you have to write without keywords Photo by Nothing Ahead from Pexels I’m back to writing headlines again. Pure standalone…
Make every list a sales pitch
A lot of my work involves reading and sometimes collating other people’s words. I’ve become very picky about the weak spots in most people’s copywriting. And you should too. You’re…
Content Marketing: generating ideas
Content marketing is not a new concept, per se. For decades copywriters have been feeding off material produced internally by companies. But it has taken on a life of its…
Advertising in times of crisis
Remember all those lovely things you wrote in your brand mission? Now's a good time to show the world that you meant them.
Whose website is this anyway? Hint: not yours
There usually comes a time in the development of a website when the owner suddenly realises it’s not their website at all. Or to be more precise, it’s not about…
Content marketing: show don’t tell
In a previous article about content marketing, I recommended that when looking for material to use, your company's mission statement can act as a frame of reference. But talking about…