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John the copywriter’s recipe for killer body copy

Categories: Copywriting
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Copywriter bites dog!

So, you’ve written a killer headline. 

Now what? 

Headlines are the ticket on the meat. Headlines are wonderful things. I think they are the most important part of the advertising message. The headline, as David Ogilvy said, is the ‘ticket on the meat’. It may be the best written headline of all time, but If it doesn’t sell, it isn’t creative.

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John the copywriter’s fishy headline recipe

Categories: Cafe Blog, Copywriting
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Headlines are bait.

Look for a juicy one, attach it your hook, toss it into the air and watch it land with a hopeful splash. Then gather your troops and salute it as it sinks into the deep to join the invisible pond life, of which you know too little. Then wait with bated breath for the cash register to start ringing. (If you read no further dearest reader, you will have learned that one of the most common misspellings is baited breath instead of bated breath. Think of the kudos and admiration you can reel in out of this one).

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John the copywriter’s gut feeling recipe

Categories: Cafe Blog, Copywriting
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Guts have feelings, too

I was having lunch in a Soho pub in London when a women I vaguely knew came in and  sat down.

She had been told by a friend that I was a copywriter.

“I’m looking for a name for my new entrepreneur business lunch club,” she said.  She was having great difficulty coming up with one she liked.

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